Earlier this week, we asked senior marketers about AI’s impact on marketing jobs, receiving a wide variety of thoughtful responses. Here is a comprehensive summary of their perspectives: Christophe Jammet, Managing Director at Gather, emphasizes that AI’s effects depend on how organizations respond. Those focused solely on cost-cutting by reducing headcount risk losing institutional knowledge, while winners embrace AI to free talent for creative, high-value work. He highlights a growing trend of “proof of life marketing”—authentic, human-driven content—that counters the flood of AI-generated, less genuine material. Job losses will mainly affect organizations using AI merely as a tool for downsizing rather than for capability enhancement. Scott Michaels, CTO of Apply Digital, acknowledges undeniable job losses but sees shrinking teams as empowering employees by enabling in-house production of outputs that were previously outsourced. AI skills are no longer optional but essential, driving leaner teams capable of delivering faster, higher-quality results. He notes clients will increasingly expect real-time value and a deep understanding of work purpose as differentiation grows more critical. Kate Tancred, CEO of Untold Fable, observes a current “sweet spot” enjoying AI-driven creative gains without widespread layoffs yet but anticipates job reductions, especially at junior levels, as adoption grows and margins tighten. She views AI as a chance to reshape the industry, with significant retraining needed. The in-housing trend will persist, pushing clients to develop internal AI capabilities and rely less on agencies, which must evolve by offering high-value complementary services. Dom Goldman, founder of You’re the Goods, frames AI’s disruption as evolution, cautioning that focusing solely on profit by cutting people ignores purpose. AI enables smaller, senior teams to achieve what previously required departments, boosting speed powered by human creativity, taste, and ambition. He insists the future measurement will be value created, not headcount, signaling reinvention rather than mere survival. Kate Ross, co-founder of Eight&Four, is bullish on jobs, noting roles evolve by rebundling tasks rather than vanishing unless fully redundant. Marketing, inherently adaptable, will endure despite automation. She cites World Economic Forum data projecting 7% global job growth by 2030. Agencies will remain vital, especially for larger brands needing cut-through in a zero-cost production environment. Automation tends to shift rather than eliminate work. Ben Foster, COO at The Kite Factory, warns much optimistic AI talk masks cost-cutting disguised as efficiency gains. While AI does save time and resources, the scale is exaggerated. He views current AI-driven efficiency stories as smokescreens amid survival pressures rather than a true revolution. Yomi Tejumola, founder of AlgoMarketing, acknowledges job market pain during economic shifts but highlights growing demand for AI-skilled workers. The focus is moving from cost-cutting to productivity.

Workers willing to upskill and harness AI can capture new opportunities as enterprises seek talent able to add value with these tools. J Brooks, founder of Glassview, stresses that only agencies with real differentiators—like proprietary data or creative frameworks—will remain essential. As AI tools become widely accessible, the traditional middle layer risks obsolescence. Overconfidence in automating to maximize profits may lead to agencies losing clients who question their value without distinctive offerings. Jason Harris, co-founder of Mekanism, sees agencies undergoing recalibration. Automation and pressures to prove ROI are trimming roles, but success lies in showing human creativity drives business results. Those adopting AI tools wisely and proving this value will thrive. April Quinn, president of Americas at R/GA, notes AI’s short-term disruption and job losses but expects it to create new roles since creativity, storytelling, and design remain crucial. The challenge is not only adopting AI but also reskilling and restructuring to use it for better—not just cheaper—work. R/GA embraces an AI-first mindset focused on innovation and client collaboration. Jody Osman, Chief Growth Officer at Propeller Group, reports recent marketing momentum stalling due to economic headwinds but sees renewed optimism via new business growth in adtech and U. S. markets. Despite ongoing uncertainty, disruption opens new avenues for agencies and tech partners to add value. Success requires agility and investment in people and technology amid evolving market pressures. Arthur Perez, Managing Director at Stereo Creative, is optimistic about AI’s shift in work and thinking but warns against dismissing staff only to rehire, as AI lacks human judgment and creativity. He underlines the importance of investing in junior talent, who sustain industry culture and future innovation. Neglecting juniors risks long-term harm. Jay Prasad, CEO of Relo Metrics, argues that AI is transforming agencies’ roles from campaign execution to orchestrating integrated creativity, data, and performance systems. While AI accelerates routine marketing tasks, it elevates uniquely human capabilities like cultural insight and emotional connection. Agencies thriving will leverage AI-driven software and data partnerships as foundations for creativity. The future centers on empowered, skilled teams using sharper tools rather than mere headcount reduction. In sum, senior marketing leaders recognize AI as a profound disruptor that will reshape agency roles, team structures, and workflows. While some job losses—especially in junior or repetitive roles—are inevitable, there is broad optimism that agencies and marketers who embrace AI as a capability enhancer, invest in upskilling, and focus on authentic, human-driven creativity will thrive. The transition demands strategic recalibration, innovation, and a human-centered approach to harness AI’s full potential rather than seeing it only as a tool for cost-cutting.