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.

Artificial Intelligence

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.”

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    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.