The Impact of AI on the Advertising Industry: A Shift in Jobs and Skills
The ongoing evolution of artificial intelligence is reshaping the advertising landscape at an unprecedented pace. As we await the latest unemployment figures from the U.S. Bureau of Labor Statistics, forecasts suggest that the marketing sector is grappling with significant upheaval. Recent statistics reveal that job numbers in advertising, public relations, and related services dropped by 2,100 roles in May 2025 alone, culminating in a staggering 54,000 jobs lost over the past year—a 9.9% decrease when compared to twelve months prior.
AI and Job Losses: A Necessary Disruption?
For some, these declines signal the transformative upheaval brought about by generative AI technologies—AI systems designed to mimic human-like decision-making and creativity. Advocates of this technology argue that while job losses are painful, the transitioning landscape will eventually create new opportunities. The Bureau’s projections predict an 8% growth in employment in the sector from 2023 to 2033, outpacing the 4% average across all occupations.
However, the optimism regarding future growth is tempered by the immediate threats facing specific roles. Automated advertising tools and platforms are streamlining traditional media planning processes, leading to declines in positions like advertising sales agents and account strategists. The potential for further layoffs remains high, particularly in light of recent upheavals at major agencies like WPP Media, where layoffs could affect nearly half of all positions.
Roles at Risk and the Shift in Skill Demand
Specialists in the industry are increasingly acknowledging the necessity for “human oversight” over AI processes. Brian O’Kelley, CEO of Scope3, emphasizes the importance of ensuring a “human in the loop” during automated processes to maintain client trust. As routine roles are at risk, those focused on strategic oversight, brand storytelling, and client relationships are becoming more vital.
Matt Barash, chief commercial officer at Nova, echoes this sentiment, stating that client-facing roles have never been more crucial. Companies are beginning to recognize that effective partnerships hinge on strong human connections, underscoring the importance of those in client relationship roles. Positions that blend AI strategy with people skills are becoming increasingly valuable as the industry navigates these changes.
Future-Proofing Your Career in Advertising
For professionals contemplating their next career moves within this evolving space, adaptation is key. Industry leaders recommend that individuals in campaign management and execution familiarize themselves with AI tools. Learning to incorporate these tools can bolster one’s career prospects, especially as generative AI begins to permeate various industry roles.
Anthony Katsur, CEO of IAB Tech Lab, notes that the advent of agentic AI—AI designed to achieve specific objectives—could significantly impact job markets. He points out that while AI can handle more transactional tasks, the need for human interpretation and strategy remains integral to brand and campaign management.
The call for education resounds throughout the industry. Katsur urges professionals to become “AI-operators” by learning to operate these new tools effectively. This sentiment is mirrored by Helena McAleer, co-founder of the Gen AI Academy, who argues that many organizations still lack a fundamental understanding of AI and its applications in advertising. Her organization provides training designed to help employees navigate this new landscape effectively.
The They/We Dynamic: Navigating Coexistence with AI
As companies embed AI into their workflow, the question arises: how can human workers coexist with these increasingly capable technologies? O’Kelley points out that while AI can perform certain tasks, it cannot engage in complex human interactions like golf or nuanced discussions about campaign objectives. This highlights the essential role human employees play in areas requiring empathy, understanding, and complex decision-making.
Current statistics indicate a bifurcation within the workforce, with about 7% of employees actively embracing AI tools while 11% resist the shift toward automation and technology. The challenge for organizations will be to foster a culture of acceptance and to provide the necessary support for those hesitant to adapt.
The Path Forward: Education and Engagement
Companies seeking to leverage AI effectively must prioritize employee education and engagement. Training programs that help employees understand AI’s applications can facilitate smoother transitions and motivate employees to embrace these tools. By investing in learning opportunities, companies can help demystify AI and establish a culture of collaboration between humans and technology.
Beyond the immediate disruptions, the advertising industry is standing on the brink of a transformative shift fueled by generative AI. While today’s landscape may seem daunting, the future holds promise for individuals willing to adapt and grow alongside these innovations. Staying informed and engaged will be crucial for navigating the next wave of changes in this dynamic field.