Attensi research flags major skill masking workforce challenge and big opportunity for AI powered tools

A new study by Attensi, a provider of game-based solutions for skills and people development, has revealed a widespread but under-acknowledged workforce challenge: skill masking - the act of employees hiding skill gaps to appear more competent.

The findings suggest that companies may be overlooking a quiet, internal struggle with confidence among workforces that begins during the onboarding process and continues through the employee lifecycle.

According to the study of 2,000 employees across industries and age groups, 58% say they’ve engaged in skill masking at some point in their current role. 46% admit to pretending to understand tasks they don’t, and 40% actively avoid asking for help, even when unsure how to proceed. 

“The data shows a clear mismatch between how organisations evaluate onboarding and what employees actually experience,” says Trond Aas, CEO at Attensi. “Too often, success is measured by checklists, not mastery and confidence. And when employees don’t feel safe learning in person, they mask their gaps rather than close them.”

This is especially pronounced among younger workers. Over half of employees aged 18-44 report frequent worries about being underqualified, and 29% say this anxiety strongly reflects their experience on the job. Importantly, these feelings take root early: the most common reported consequence of poor onboarding isn’t churn or performance, but diminished confidence (55%).

Despite the stigma, 58% of employees would feel comfortable admitting skill gaps to a manager. And two-thirds express willingness to use confidential, AI powered roleplay tools to practice and strengthen job critical skills privately.

Aas adds: “The good news is that technology is catching up to human psychology. AI powered simulations now allow people to rehearse tough conversations, practice decision-making, and close real skill gaps without fear of embarrassment. For organisations serious about performance, the key is creating environments where people can safely stop pretending and start progressing.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January.