Mining has always been the foundation of industrial progress. Every empire, every industrial boom, every “next big thing” was built on materials that were dug up from the ground.

And now, with AI supposedly about to change the universe, the story’s exactly the same - it all still starts with mining. Copper, lithium, rare earths, and aluminum are the heart of technologies that power our future: batteries, semiconductor and data centers.

Without minerals, AI is just a buzzword with no hardware to run on.

And the world knows it, which is why copper demand is expected to reach approximately 33 million metric tons a year by 2035, and demand for Rare Earth Elements could jump sevenfold by 2040.

We all know, these minerals are not going to magically appear out of thin air. But here’s the thing the industry is not talking about: we are nowhere near ready to deliver what the world needs. And our biggest challenge isn’t equipment, capital or technology - it’s people.

We need more people. And we need different people.

For a long time, mining has struggled to attract a new generation of fresh talent – but it hasnever shaken the stereotypes that continue to plague it: dirty, dark, damaging. This image presents a significant barrier to talent attraction. But the reality is that today’s industry looks nothing like that. Today, choosing a career in mining means stepping into one of the most advanced, tech-driven industries on the planet. An industry that needs coders, drone pilots, automation specialists, AI engineers and data scientists.

And it’s not just about filling roles. We need people who think differently. Not “dig it up and clock out,” but people who understand that the world’s future literally depends on the work we do. People who will challenge the status quo - including ours. People who push boundaries, drive new heights of performance and rethink what this industry can become.

To do this, we must get people to think differently about mining.

First – this is not your grandparent’s mining industry. Choosing mining means joining one of the world’s most technologically advanced industries - driven by sensors, automation, robotics, AI-enabled operations and more acronyms than most tech startups.

Second, this is an industry with explosive growth ahead – not a sunset sector, not a dusty corner of the economy. Mining offers long-term career opportunities, rapid innovation and global mobility. A sector where talent can build meaningful, future-proof careers.

Third, people need to recognize that mining is now a critical pillar of the global technology ecosystem - supplying the minerals that make modern life possible and powering the breakthroughs in energy, computing, mobility and AI that will define the decades ahead. No minerals equals no AI. It really is that simple.

Everyone loves to talk about the future of tech - AI, semiconductors, data centers, the whole show - but none of it works without mining. If the world wants a faster, cleaner, smarter future, it needs aluminum, copper, lithium, rare earths - and an army of people willing to extract them.

Mining isn’t a relic; it’s the launchpad for everything modern life runs on. We’re not a supporting act to the tech industry - we’re the industry that keeps the tech industry alive. So,let’s use that truth to bring in the talent we need to meet global demand. Because it is not just about what’s beneath us; it is about what’s ahead of us. And minerals are now the currency of this digital age.