
BAT toaxe nearly 9,000 jobs in pivot to digital, vaping focus
British American Tobacco will cut about 9,000 roles (5,500 directly and 3,500 via outsourcing), equivalent to roughly a fifth of its global workforce, as part of a cost-cutting drive to be more digital and AI-focused. The savings target is around £600 million a year by 2028. The US operations are not affected, and BAT, which employs about 47,000 people, is shifting toward smoke-free products like Vuse and Velo as traditional cigarette sales decline, though overall sales and margins have been sluggish amid consumer shifts and higher US living costs.





