Fit2Win
British American Tobacco's restructuring programme targeting roughly £500m in annual savings by 2027.
Last refreshed: 1 July 2026 · Appears in 1 active topic
Fit2Win claims AI efficiency, so why is 39% of its cut just outsourcing to Accenture?
Timeline for Fit2Win
Served as BAT's restructuring programme targeting roughly £500m in annual savings
AI: Jobs, Power & Money: BAT cuts 9,000, 3,500 to AccentureBackground
BAT's Fit2Win restructuring programme delivered its biggest move yet on 29 June 2026: a 9,000-role cut split between 5,500 direct redundancies and 3,500 roles transferred to outsourcing partners Accenture and ITC Infotech . BAT presents the cuts as evidence of AI and data-analytics-driven efficiency, targeting roughly £600m in annualised savings by 2028, with £500m of that already earmarked for 2027.
Launched in 2025, Fit2Win aims to simplify BAT's operations and deepen partnerships with technology and business-services firms rather than cutting headcount alone; the July 2025 Accenture deal, which moved digital and supply-chain roles out of BAT's own service hubs, was an early building block of the programme.