Organisations have choices in the way that they implement new technologies. Technologies can be used to remove and deskill jobs or to use and develop workforce skills more effectively by making jobs more complex, challenging and intrinsically satisfying. A substantial body of research and experience suggests that it is the latter which enables companies to achieve a full return on digital investments and to avoid the mistakes of the past. Yet these choices need to be articulated more clearly, enabling companies to achieve the best possible synergies between human and digital potential. This presentation will outline the principles of people-centred digital innovation drawing on international research and practical examples.