Jevons paradox applies when we talk about automation. What is the resource that is used more efficiently when things are automated? Human labor. Thus automation increases the demand for human labor.
But then I remembered David Graebers notion of bullshit jobs.
The best explanation I came across so far was that in todays economy, the supply side is not a problem. So actual work has to be put in to create demand: That's the advertisement industry.
Sadly, I don't have a link at hand to the article explaining this idea.