Work must be reshaped in the upcoming new era characterized by new challenges and the presence of new technologies and computational tools. Over-automation seems to be the driver of the digitalization process. Substitution is the paradigm leading Artificial Intelligence and robotics development against human cognition. Digital technology should be designed to enhance human skills and make more productive use of human cognition and capacities. Digital technology is characterized also by scalability because of its easy and inexpensive deployment. Thus, automation can lead to the absence of jobs and scalable negative impact in human development and the performance of business. A look at digitalization from the lens of Sustainable Development Goals can tell us how digitalization impact in different sectors and areas considering society as a complex interconnected system. Here, reflections on how AI and Data impact future of work and sustainable development are provided grounded on an ethical core that comprises human-level principles and also systemic principles.