PHOTO ART: MERCA2.0 | GEMINI
Artificial intelligence is beginning to reshape the workforce structure of marketing and advertising departments: while automating tasks traditionally performed by junior employees, companies are looking for new professionals specialized in AI Search, technological transformation, prompt engineering, AI operations, and ethics. According to Statista’s The State of AI in Advertising report, 40% of marketers surveyed in North America anticipated hiring artificial intelligence search specialists, while concerns continue to grow about the impact of automation on entry-level jobs.
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The shift highlights one of the main paradoxes of artificial intelligence adoption in marketing. The technology can reduce the need for certain routine roles, but at the same time, it forces organizations to bring in professionals capable of implementing, managing, and overseeing new systems.
Statista warns that junior positions could be among the most affected, as AI can already handle numerous repetitive activities that traditionally served as an entry point for new professionals entering the industry.
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Why does artificial intelligence threaten junior marketing jobs?
Automation is advancing into activities that are part of the everyday work of marketing teams.
AI is already being used for content creation, email marketing optimization, social media management, advertising targeting, personalization, predictive analytics, and audience segmentation. In a January 2025 survey, 37% of professionals identified content creation and improvement as the main use of AI, followed by email marketing at 36%, and social media and targeting at 35%.
Generative artificial intelligence is also expanding into analytical activities. Some 43% of professionals surveyed used GenAI for data analysis and another 43% for market research. Meanwhile, 33% turned to these tools for creative development, 31% for campaign optimization, and 29% for copywriting.
Many of these functions can be part of the work assigned to professionals who are just beginning their careers.
The report notes that some companies are replacing certain entry-level positions with AI tools because of their ability to perform routine tasks. It also cites an Anthropic estimate indicating that 65% of tasks performed by marketing professionals could eventually be carried out by artificial intelligence.
Companies are looking for new artificial intelligence specialists
The transformation, however, does not simply mean job destruction. Statista identifies a new generation of positions that is beginning to gain ground within marketing.
AI Search Specialists top the list of artificial intelligence-related hires anticipated by the professionals surveyed, mentioned by 40%.
They are followed by AI Transformation Leads, at 34%; roles such as AI trainers, prompt engineers, architects, and operations specialists, at 31%; AI ethics and compliance professionals, at 28%; and content engineers, at 19%.
The scenario points to a transformation in skills: knowing how to use generative tools will be only one part of the new labor market. Companies also need professionals capable of integrating AI into existing processes, monitoring results, and establishing rules for its use.
Concerns about job losses are already growing among marketers
Job security is already becoming a barrier to artificial intelligence adoption.
The report indicates that 26% of marketers cited concerns related to job security among the obstacles to adopting these technologies. At the same time, 41% identified data privacy as the main barrier, while 39% pointed to the time required for education and training.
This means the transformation will not depend solely on purchasing new platforms. Organizations will also need to train their employees to operate in an environment where human and automated functions will become increasingly interconnected.
AI is changing the skills needed in marketing
Statista’s data reveals that companies can achieve greater benefits when they view artificial intelligence as a complement to human talent rather than simply as a replacement. The report recommends investing in training so that teams learn how to work alongside these tools.
For junior workers, the challenge will be particularly significant. Activities that for years served as professional training opportunities can now be automated, while new positions are emerging that require more advanced technological knowledge.
Artificial intelligence is changing how marketing is done while also redefining who does it and what skills professionals will need to enter and advance within the industry.
