How? Take retail as an example. Sure, an online store is cheaper to set up and run. Until every company has a web shop and you need to advertise to drive traffic, requiring a large ad budget and a marketing team just for digital. E-commerce becomes table stakes, and how you really stand out as a brand today is by opening physical stores that improves customer experience and brand.
In the same way, automation will cut jobs until it is ubiquitous. Then, searching for competitive advantage, firms will find new ways of adding value and hire people to do so.