Opportunity for innovation in the market is far less than opportunity for innovation (ie automation) in business processes.
Given a hypothetical business equilibrium (business growth has stabilized or slowed to a small linear function) I have 2 employees. 1 employee writes a program to automate the other employee's job. Now I have 1 employees.
In order for me to have another employee, I have to have a new product and/or process or a whole new business.
I have personally automated people out of a job. Like, they got fired and never replaced. Maybe 5 in my career.