HR has a new bridging role to play in providing the skill and wisdom to connect the technologists — who are often ill equipped to research and analyze human motivation, behavior, and performance — with the end-users who perform the work that makes the organization go. If HR performs this role successfully, end-users will feel motivated and will become equipped with the necessary skills and knowledge to use their technology effectively, securely, adaptively, and creatively. Conversely, if HR fails in this role, or is not invited to fulfill this role, it is plausible that the generalist internal HR professional as construed during the 1980s and 1990s will largely disappear in a continuing storm of downsizing, outsourcing, and automation.