Next week, the U.S. Bureau of Labor Statistics will roll out fresh data on a steadily shifting job market, and the changes are palpable. Marketing, advertising, and PR have felt the pressure, with May 2025 figures showing 488,600 people employed—a drop of 2,100 jobs from the previous month and a 9.9% fall over the past year.
Generative AI has played a big part in this shift, contributing to the loss of 54,000 positions in just one year. Yet, there’s a silver lining. Some industry insiders expect job growth of about 8% from 2023 to 2033, outstripping the overall average of 4%. Still, highly transactional roles—like advertising sales—are under increased threat from automated ad-buying tools.
On the flip side, managerial roles are on the rise, helping balance out the decline seen in more routine positions. We’re already spotting this trend in layoffs at big names like WPP, and it might well spread further, especially if the merger between Interpublic Group and Omnicom goes ahead.
The impact of AI isn’t about complete replacement but rather about optimisation. Jobs that depend on strategic oversight and the art of storytelling remain a distinctly human domain. Big Tech is on the hunt for professionals with a mix of AI strategy, data literacy, and client management skills—a blend that machines simply can’t emulate.
Brian O’Kelley, CEO of Scope3, sums it up nicely with a bit of humour: “As of today, AI can’t play golf.” His point is clear: while AI can crunch numbers, it can’t replicate the human touch that builds trust and drives results. Similarly, Matt Barash of Nova reminds us that client-facing roles have never been more crucial as agencies centralise services.
If you’re feeling the strain of rapid market changes, a quick tip is to get acquainted with AI tools now—Anthony Katsur, CEO of IAB Tech Lab, urges us to explore ChatGPT and Claude. Energia in the industry is also sparking educational initiatives, like the Gen AI Academy founded by Helena McAleer and Dave Birrs, which aims to fill the current gaps in AI know-how across many organisations.
