British tobacco BAT eliminates 5,500 jobs due to AI plan

ANDm reported, BAT indicated that the cuts will affect about 20% of the overall staff, with the exception of the United States, and that employees have already been notified of these changes.

The multinational added that the transformation program – Fit2Win – launched in 2025 continues to strengthen the business and to position the company for long-term sustainable growth.

This program is designed to make the group more agile, innovative and disciplined in cost management, adds the statement.

Fit2Win redefines the way BAT operates, reducing complexity and establishing closer partnerships with leading companies in technology and business services, while optimizing business operations, the British company explained.

Fit2Win is expected to generate an annual cost savings of around GBP 600 million (about EUR 920 million) by the end of 2028.

Cited in the statement, BAT’s Executive President, Tadeu Marroco, stressed that the company is building “an organisation prepared for the future”, which “strengthens the way to operate and the ability to compete in a rapidly evolving environment”.

“ These changes affect many of our colleagues, and we are committed to supporting them during this transition with attention and respect, while at the same time positioning the business for the future,” he added.

BAT made profits of GBP 7,764 million (about EUR 8,912 million) in 2025, more than double (153.1%) compared to the previous year.

Last year, the multinational made revenue of GBP 25,610 million (about EUR 29,397 million), which represents a slight fall of 1%, driven by the fall in sales of traditional cigarettes that contributed to GBP 20,201 million (about EUR 23,188 million), less 2.3% compared to 2024.