The professional and working world is characterized by technological change processes. New technologies lead, among other things, to the emergence of new business processes, process flows and communication channels. Even if substitutability potentials can be assumed through technologies (e.g. Wrobel & Althoff, 2021), it can be stated that there are differences in the occupational segments. Especially for person-related occupations, which are primarily characterized by working with, on and for people (Friese, 2020), the question arises to what extent new technologies and media can replace this work. The theoretical framework of the article is the interactionist view of professional trading (Schütze 1992, 1996). In order to investigate this question, a group discussion was held with professionals from personal professions, all of whom are or have been active in professional practice. The group discussion offers an opportunity to reconstruct collective orientations in such a way that milieu- and culture-specific orientation knowledge is made explicit (Bohnsack et al., 2010). The data was analyzed using a content-structuring qualitative content analysis, which was adapted to the group discussion method (Kuckartz & Rädiker, 2022). Different attitudes of the respondents can be identified. It becomes clear that the subject relationship plays a dominant role in working with and for people, despite digital changes. Within the framework of one’s own professional actions, the aspects of relationships and interaction form the links between the subjects and the core of personal activities. In addition, the subject reference is also made to the professionals themselves. It becomes clear that one’s own professional actions as well as one’s own attitudes and value orientations are of enormous importance, even in the context of a digitalized working and professional world. Even if digital technologies reveal corresponding support potential, especially in the work processes that need to be automated, and can make your own work easier, they are only used for activities without a direct personal connection. The focus is on the well-being of the subjects, so that the subjective level seems to dominate over technological usability. With a view to the digital transformation discourse in the world of work, it can be concluded that it should not be conducted exclusively on a technological level. Digital change is not a purely technological question, but also a subjective one that focuses on relationship work, interaction and self-referentiality.