Modern universities are increasingly fragmented due to increased professionalization and specialisation, which add to the complexity of academic development work. This situation warrants initiatives and actions that can facilitate a more collective, collaborative orientation among staff and students. Consequently, this article reflects on the factors driving the fragmentation of universities, the increasing tensions associated with this tendency, and the potential role academic developers may play to negotiate different interests that arise as a result. Cultural work is identified as a potential concept for academic developers to explore; attention to it can help them to maintain relevance within the university and adapt to future changes.