Futures

The Future of Jobs in Advertising: Impact of AI and Automation by 2030, (from page 20230701.)

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Summary

Forrester predicts that by 2030, automation and generative AI will result in the replacement of 32,000 jobs (7.5% of the U.S. agency workforce) in the advertising industry. Jobs at risk are primarily physical and process-oriented roles, such as clerical, sales, and market research positions, while creative roles are expected to thrive due to their originality, which lowers automation potential. Creative jobs, digital marketing, and data science roles are anticipated to grow, with generative AI enhancing productivity without causing significant job loss. However, modest job losses are expected in the short term due to legal and ethical concerns, with a forecast that automation will lead to one-third of job losses in the sector by 2030.

Signals

name description change 10-year driving-force relevancy
Impact of AI on Job Displacement Forrester predicts 32,000 U.S. ad agency jobs will be replaced by AI by 2030. Shift from traditional roles to AI-driven roles in the ad industry. Ad agency workforce will consist mostly of higher-salaried creative roles with AI support. The drive for automation and efficiency in workflows is pushing AI integration. 5
Rise of Creative Roles Creative problem-solving jobs are expected to thrive in the face of AI automation. Declining demand for process-oriented roles, increasing demand for creative roles. Job market will favor originality and creativity, enhancing roles like writers and editors. The unique human ability for creativity remains a key asset in the job market. 4
Generative AI Adoption 56% of senior marketers have used generative AI, indicating rising adoption. Growing acceptance of AI tools in senior marketing roles. Generative AI will be commonplace in marketing, enhancing productivity and efficiency. The quest for improved productivity and innovative marketing strategies drives AI use. 4
Inversion of Workforce Composition Agency workforce shifting from junior talent to higher-salaried creative roles. Transition from low-cost junior positions to skilled management and creative roles. Workforce will be more skilled and focused on creativity, with AI as an assistant. The need for more strategic and creative input in advertising encourages this shift. 4
Legal and Ethical Concerns of AI Concerns about intellectual property rights and bias are slowing AI job impacts. Caution in adopting AI due to potential legal and ethical ramifications. Stricter regulations and guidelines will shape the use of AI in the workforce. Increasing awareness of the risks associated with AI and its implications for jobs. 3

Concerns

name description relevancy
Job Displacement due to AI Automation By 2030, 32,000 jobs in the U.S. advertising workforce are predicted to be replaced by AI, predominantly impacting administrative and sales roles. 5
Decreasing Demand for Lower-skilled Jobs Physical or process-oriented roles are at higher risk of automation, leading to a reduced need for clerical and secretarial positions. 4
Shift in Workforce Composition The agency workforce is expected to transition from junior roles to higher-salaried creative positions supported by AI, altering job market dynamics. 4
Legal and Ethical Risks of Generative AI Generative AI introduces potential legal issues including intellectual property rights and bias, which can complicate its integration into workflows. 4
Impact on Job Market for Creative Roles While creative roles may thrive, they could also face pressures from the need to adapt to AI technologies to remain relevant. 3

Behaviors

name description relevancy
Job Displacement by Automation A significant portion of agency jobs, particularly in clerical and administrative roles, will be replaced by automation and generative AI by 2030. 5
Rise of Creative Roles Creative problem-solving roles, such as writers and prompt engineers, are expected to grow and thrive due to their lower automation risk. 5
Integration of Generative AI in Workflows Generative AI tools are being increasingly adopted by senior marketers to enhance productivity without displacing jobs. 4
Shift in Workforce Composition The agency workforce will shift towards higher-salaried creative positions supported by generative AI, reducing reliance on junior talent. 4
Exploration of AI Use Cases A growing number of marketing professionals are exploring generative AI applications, indicating a trend towards innovation in job roles. 4
Increased Demand for Digital Marketing Specialists Digital marketing and strategy roles are projected to grow significantly, driven by the adoption of generative AI technologies. 4
Focus on Legal and Ethical Considerations The industry is becoming increasingly aware of the legal and ethical challenges posed by generative AI, influencing job stability. 3
Decline of Manual and Process-Oriented Jobs Manual jobs like production and printing are at risk of decline due to automation, highlighting a shift in industry demand. 3

Technologies

name description relevancy
Generative AI AI that can create content, such as text and images, enhancing productivity in creative roles. 5
Automation Technologies that perform tasks with minimal human intervention, impacting job roles significantly by 2030. 5
AI-assisted roles Jobs that involve collaboration with AI tools, such as prompt engineers and data scientists, expected to grow. 4

Issues

name description relevancy
Impact of AI on Workforce Composition The shift from lower-cost junior roles to higher-salaried creative positions due to generative AI integration. 4
Job Displacement Risks Automation may lead to significant job losses in physical and process-oriented roles, affecting clerical, sales, and market research jobs. 5
Growth of Creative Roles Creative roles are expected to thrive, suggesting a potential shift in skills demand within the workforce. 4
Generative AI in Marketing The increasing adoption of generative AI tools by senior marketers indicates a shift in marketing strategies and roles. 4
Legal and Ethical Concerns of AI The potential legal and ethical risks associated with generative AI, including intellectual property and bias issues, may influence job dynamics. 5
Changing Skill Sets The workforce may need to adapt to new skill sets, focusing more on creativity and AI collaboration rather than routine tasks. 4
AI-Assisted Job Evolution The role of AI assistants in creative jobs may change how these positions evolve and function in the future. 3