The integration of artificial intelligence into the workplace is reshaping job responsibilities and performance expectations for marketing professionals, but is not yet leading to widespread job losses, according to new data. While fears of AI-driven layoffs have been prominent, the reality appears to be a significant shift in the skills and pace required of marketers.
A survey of 501 advertising decision-makers in the United States and Canada, conducted by the research firm NewtonX for ADWEEK, reveals that the vast majority of organizations have not reduced headcount due to AI. However, a substantial proportion of marketers report that their daily tasks have already evolved, with increased demands for speed, complexity and overall output. This suggests that AI is augmenting marketing capabilities, but simultaneously compressing project timelines and raising the bar for performance.
The survey’s respondent base included a strong representation of senior leadership, with 20 percent holding C-level positions. The breakdown of respondents was 82 percent brand marketers and 18 percent agency leaders, providing a broad view of the industry’s experience. The findings point to a new dynamic in the marketing profession: AI is not necessarily replacing marketers, but it is fundamentally altering the nature of their work.
This trend aligns with broader observations of the labor market. Recent data indicates a complex interplay between AI and employment. While some companies are announcing layoffs and citing AI as a contributing factor – Amazon’s recent announcement of 16,000 job cuts and Dow’s reduction of 4,500 positions are examples – other firms are actively seeking individuals with AI-related skills. Pinterest, for instance, is cutting 780 jobs, representing 15 percent of its workforce, while simultaneously increasing investment in AI.
The demand for AI skills is demonstrably increasing. Job postings mentioning generative AI skills more than doubled in 2025, rising by 100 percent compared to the previous year, according to labor market data tracked by Lightcast. Positions requiring AI skills command a premium, with salaries approximately 25 percent, or around $18,000 annually, higher than comparable roles that do not. This suggests a growing skills gap and a willingness among employers to pay a premium for talent capable of leveraging AI technologies.
The impact of AI extends beyond the marketing sector. A consulting firm, Challenger Gray & Christmas, attributed 50,000 layoffs to AI in 2025. This figure, coupled with the recent announcements from Amazon, Dow, and Pinterest, underscores the disruptive potential of AI across various industries. However, the narrative is not solely one of job displacement. The increasing demand for AI-related skills suggests a shift in the types of jobs available, rather than a net loss of employment.
Dr. Vasant Dhar, an AI researcher and professor at NYU, describes AI as a “pivotal technology” that businesses cannot afford to ignore. He characterizes AI as a new entity that is “occupying the planet alongside of us” and “changing work… unlike previous waves of technology that changed sort of the grunt work.” Dr. Dhar emphasizes that AI is now capable of automating cognitive tasks, representing a more profound shift in the nature of work than previous technological advancements.
The types of jobs being eliminated through automation are described as “low-stakes cognitive tasks.” This suggests that AI is initially targeting routine, repetitive tasks that require limited critical thinking or creativity. However, as AI technology continues to evolve, it is likely to encroach upon more complex cognitive functions, potentially leading to further job displacement in the future.
Indeed data supports the idea that AI is transforming skills requirements rather than simply eliminating jobs. This suggests that adaptability and a willingness to learn new skills will be crucial for workers in the coming years. The labor market is undergoing a period of rapid change, and individuals who can embrace AI and integrate it into their workflows will be best positioned to succeed.
The current situation presents a challenge for both employers and employees. Companies must invest in training and development programs to equip their workforce with the skills needed to navigate the AI-driven landscape. Employees, in turn, must be proactive in acquiring new skills and adapting to changing job requirements. The ability to work alongside AI, rather than compete with it, will be a key determinant of success in the future of work.
