Most marketers are concerned about technology replacing their jobs

By our African Marketing Confederation News Team | 2024

Technical complexity and uncertainty in the business environmental can lead to burnout as well as increased job losses, says Gartner study.

With evolving organisational dynamics and rapid technology changes, 87% of marketers in the US are concerned about technology, including GenAI, replacing jobs in their industry.

Photo by Canva Studio from Pexels

This is according to a survey by Gartner, the technological research and consulting firm, conducted in the latter part of 2023. 

It found that 89% of marketers are concerned about layoffs at their company. While most marketers are optimistic about their career progression and skill preparedness, 55% report experiencing mismatched job expectations in their current roles.  


Undue burden from marketing technology. 


This is being compounded by environmental uncertainty and undue burden from marketing technology. Sixty-one percent of marketers revealed they have encountered a martech or process change in the past 12 months.  


In addition, marketers also cited instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership. 


“These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations, and [the] martech burden can lead to burnout as well as increased attrition,” says Iliyana Hadjistoyanova of the Gartner Marketing Practice.  


“CMOs must refocus their talent strategy and prioritise development with a strong focus on upskilling and change management to ensure their function is prepared in the face of ongoing disruption.” 


Additional Gartner survey findings include: 


  • Fifty percent of marketers agree that martech is complicated and difficult to use, and two thirds say learning martech takes time away from day-to-day responsibilities. 
  • Marketers who engage in higher GenAI use are 30% less likely to report high burnout, and 40% less likely to intend to leave their jobs in the next year. 

“Marketing’s use of technology is constantly adapting, and the accelerated adoption of GenAI will encourage greater performance and engagement, enhance creativity, as well as free up time to allow marketers to engage in more thought-intensive work,” says Hadjistoyanova.  


“While CMOs cannot fully insulate their employees from change, they must take early action in change management in a clear and transparent manner to ensure employee buy-in, and mitigate any negative impacts of change.” 

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.