Wars. Inflation. Infrastructure failure. In spite of difficult times, consumers are making a conscious decision to choose ‘Joy’.
US agencies are likely to lose 32,000 jobs to automation by 2030
By our News Team | 2023
Study says around 7.5% of the total agency workforce could have their jobs replaced, but creative problem-solving roles will thrive.
A new report from international research and advisory company Forrester, entitled ‘Agency AI-Powered Workforce Forecast 2030’, reveals that, by 2030, US advertising agencies and related services companies will likely lose 32,000 jobs to automation – 7.5% of the total agency workforce.
While creative problem-solving roles will thrive, process-oriented roles will shrink due to the influence of automation, machine learning and generative AI, the researchers suggest.
Photo by Kampus Production from Pexels
According to Forrester, 56% of CMOs working in the B2C sector in the United States have already used generative AI in marketing, while another 40% are exploring use cases to do so.
Agency jobs most at risk from generative AI include clerical roles (28% of job losses), sales and connected roles (22% of job losses) and market research and connected roles (18% of job losses).
In the US, the agency share of jobs in management, public relations, creative roles, market research, software (including web and digital interface designers), and data science will grow. However, jobs for clerical, sales, finance, administrative and labour-intensive roles will decline.
Some agency jobs are harder to automate
“Job roles like editors and writers – that have a higher generative AI influence – are harder to automate,” the report says.
“These roles are more likely to utilise generative AI technology to automate mundane tasks and increase their productivity. As a result, Forrester predicts a pending inversion of agency workforce composition, from less costly junior talent matched to senior managers, to high-paid creator skillsets paired with generative AI assistants.”
The report finds that originality is the most significant factor that lowers a job’s automation potential. When ‘intelligent creativity’ – a marketing approach that combines creative problem-solving with AI technologies – is deployed, agencies can help make marketing smarter, develop campaigns faster, and make creators more valuable.
Comments the industry news website, Marketing Dive: “The impact of generative AI on agency jobs over the next two years will remain ‘modest’ as ethical and legal issues surrounding the tech, including those related to intellectual property and bias, are hashed out, per Forrester.
“That said, marketers might need to start integrating AI and shoring up their know-how or otherwise fall perilously behind.”
Department of Outdoor Advertisement & Signage becomes one of 11 new members as WOO’s global membership surges.
The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.
Worryingly, researchers find that 92% of content marketing ads served during one EPL weekend breached key advertising regulations.
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
As tougher times bite, only 10% of CMOs believe their marketing investments will enable them to emerge better off than their competitors.
On-the-Go stores will extend the brand and be located on TotalEnergies service station forecourts to cater to motorists and busy consumers.
The social media platform’s ad revenue is up 25.8% year-on-year and is forecast to total US$71-billion for 2024.
Alliance offers a simple, fast and convenient experience for consumers to buy groceries online, with orders being delivered within an hour.
Consumer must feel that buying the product will somehow elevate them so that they sit more squarely alongside the influencer they follow.
What are the key things that people consider before buying online? Researchers find that the computer mouse holds important clues.