This contribution argues for a shift in the paradigms by which we assess the impact of automation on work. The suggested theoretical lens provides an explanation for the paradox of rising employment figures despite continuous automation. Capitalist development entails tendencies of rising complexity and acceleration of economic relationships, tendencies that are taken to extremes in digital capitalism. Therefore, we need to acknowledge countertendencies to a substitution of work, framed as three rebound effects of automation: rising complexity of production and the division of labour, work related to the introduction of automation and work needed to mitigate the societal consequences of capitalist development. Using short case studies on work in logistics, industry and care, the implementation of digital technology is shown to be partly motivated by the labour market situation – automation technologies are introduced to mitigate labour shortages. However, the case studies also illustrate the exuberant expectations about the effects of digitalisation in this respect. While the narratives behind the introduction of digital technologies are heavily shaped by the motivation to combat labour shortages, the actual technologies are barely equipped to do so. Conflicts about the (relief from) an excessive burden at work begin to take on centre stage in industrial relations.