A FIFTH of British American Tobacco’s (BAT) 47,000 workers will face redundancy this year as the cigarette producer claimed today it will become more “technology enabled.”

The cost-cutting measure would mean 5,500 people will lose their jobs by the end of the year.

BAT will also outsource a further 3,500 jobs, bringing the total number of employees affected to 9,000.

The firm has reportedly seen a fall in demand for traditional cigarettes and interest in nicotine alternatives, with BAT saying these cuts form part of a “transformation programme.”

BAT did not announce cuts for its US business, under its subsidiary Reynolds American.

The company neutered a partnership with tech consultancy Accenture last year, which its chief executive Tadeu Marroco said would give it access to “advanced AI solutions.”

Some jobs in the UK, Poland, Romania, Costa Rica, Mexico, Singapore and Malaysia have been absorbed by Accenture since this partnership, BAT said.