AI is revolutionizing marketing roles, transforming how teams function and innovate. Forward-thinking leaders will encourage AI adoption and skills training among current staff, even as they reconsider what qualities they seek in candidates and what positions they should fill. Employers will value proficiency in AI-powered content creation tools, as well as human skills like creative thinking and adaptability. At the same time, the organizations that hire marketing agencies will also be adopting AI and curating multidisciplinary internal talent – setting the stage to deliver brand brilliance like these partnerships have never seen.
Job Transformations Are Underway
According to McKinsey, about 30 percent of the activities in 60 percent of all occupations could be automated. In marketing, this could particularly impact roles related to writing, market research and campaign management. Rather than eliminating jobs, AI is expected to transform them, freeing people to tackle complex issues and create high-quality, engaging content.
Gartner predicts that by 2026, 80% of creative professionals will integrate AI into their workflows daily, allowing businesses to focus on delivering irreplaceable human creativity, strategic thinking, critical analysis, and emotional intelligence. This shift empowers teams to develop more effective campaigns, refine personalization and increase impact. As a result, business leaders will likely increase investment in both in-house and agency creative talent, maximizing the opportunities AI presents.
A Hybrid Approach: AI + In-house Talent + Agency Expertise
The future of marketing isn’t about job elimination – it’s about transformation, with AI enhancing creativity and efficiency across the board. Because businesses want their messages to connect emotionally and feel authentic, they will always need human-powered creative direction and strategic thinking.
And businesses will continue to seek out marketing agency partners that can complement their internal teams’ core strengths with technical expertise and creative innovation.
“By blending internal talent with marketing agency partnerships, brands can harness the power of AI while staying nimble, creative and fully leveraging innovations to connect to their customers in new and compelling ways.”
Audrey Goff
Partner and Vice President, Client and Partner Development