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Managers · code 1222

Advertising and public relations managers

AI can draft the campaign. Deciding what the brand should never say is still your job.

All eight tasks are mostly out of AI's reach, from planning ad and PR campaigns to setting the rules and managing the team.

What they actually do (and what else they get called)

Advertising and public relations managers plan, direct and coordinate the advertising, public relations and public information activities of enterprises and organizations or of enterprises that provide related services to other enterprises and organizations. Tasks include - (a) planning, directing and coordinating the advertising and public relations activities of an enterprise or organization; (b) negotiating advertising contracts with clients or with newspapers, radio and television stations, sports and cultural organizations and advertising agencies; (c) planning and managing information programmes to inform legislators, the mass media and the general public about the plans, accomplishments and points of view of the enterprise or organization; (d) leading and managing the activities of advertising and public relations staff; (e) establishing and managing budgets and controlling expenditure and ensuring the efficient use of resources; (f) establishing and directing operational and administrative procedures; (g) planning and directing daily operations; (h) overseeing the selection, training and performance of staff. Examples of the occupations classified here: - Advertising manager - Public relations manager

  • communication manager

Job titles from the EU's ESCO list. Search for any of them on the jobs page and you'll end up here.

61 / 100

Mostly holds up against AI

AI can take a few chores off your plate, but most of the day is still yours.

Not the odds you keep your job. It's how much of the everyday work still needs a person, out of 100.

← Robot's turf Human's turf →

The ILO's official verdict: Minimal Exposure

320 of 427 for holding up against AI

Why this score?

The ILO rated each of this job's 8 tasks for how much of it AI could do. They average 38.8 out of 100, so it holds up at 100 − 38.8 = 61.2.

That's the whole sum. No black box, no secret sauce: you can check it against the ILO's study. ILO group “Minimal Exposure”: A few tasks are affected, but the heart of the job isn't.

This job rates 20 out of 100 for how hands-on it is. The score above only looks at AI tools, not robots, but for work this far from the physical that matters less.

from the source Working Paper 140, Generative AI and Jobs 2025 index data 0.8-observed-use

Man v Bot · compare

Who holds up better?

Advertising and public relations managers 61

v

Go on, try your partner's job. Or your sibling's. We won't tell.

Man v Bot

Where the bot helps, and where the human wins

Bot

What AI takes

The routine stuff. You may not miss it.

  • Drafting campaigns and copy.
  • Media planning and budgets.
  • Reporting on results.

Man

What people still do better

Judgement, trust and skilled hands. Hard to download.

  • Brand judgement and strategy.
  • Client and media relationships.
  • Leading creative teams.

Both

What's arriving

New work that only exists because the AI does.

  • Managing AI-generated content.
  • Brand safety and disclosure rules.
  • Smaller agency teams.

Written by a human, from the ILO's task ratings below. Yes, we see the irony. Read it as one person's take.

Meet your two rivals

They're not the same machine. AI software can only reach the parts of a job done on a screen or in words. A chatbot can't climb a ladder. A robot might, one day, if it doesn't fall off.

The AI

Lives in a screen. Never had to fix a boiler.

Threat level: Medium

38 could do without you

It could take over some of the work, and help with more. It could help with 72 of 100.

The robot

The wildcard. Has hands, still working out stairs.

How much it matters here: Lower

20 how hands-on

Not much of this job needs hands, so the robot can sit this one out.

So could a robot do the physical part?

Less than half of this job is hands-on. Robots still matter, but for a smaller part of the work, so we don't sort it any further.

Robots hate fiddly work in awkward spaces. On that measure, this job scores 5 out of 100. The higher it is, the longer the robot waits.

20 How
hands-on
5 How fiddly
and cramped

Kind of hands-on work Less than half hands-on

The small print

They aren't a robot score, and nothing on this page is. Nobody measures how far robots have got well enough to put a number on it. These are the closest thing we have: how hands-on the job is, and how much fiddly, cramped work it takes, which is what Frey and Osborne found hardest for machines.

From O*NET, averaged across 3 US jobs .

finger skill 6.7 · hand skill 4 · cramped spaces 4.3 · averaged · rule: hands-on under 50

estimated O*NET 31.0 BLS occupational crosswalk chain ISCO-08 to 2010 SOC (Aug 2012, rev. Jun 2015); 2010 to 2018 SOC (Nov 2017); O*NET-SOC 2019 taxonomy data 0.8-observed-use measures chosen by Frey & Osborne (2017) · the grouping is a sorting, not a measurement

The job, task by task

Every job is really a bundle of tasks. Here's this one unpacked, with how much of each AI could do, out of 100. The score is the average, and averages can hide a lot.

AI's favourite task here scores 45, against an average of 39. The bigger the gap, the more lopsided the job: some of it wide open to AI, some of it barely touched.

  1. 45

    Planning, directing and coordinating the advertising and public relations activities of an enterprise or organization

    Low
  2. 44

    Planning and managing information programmes to inform legislators, the mass media and the general public about the plans, accomplishments and points of view of the enterprise or organization

    Low
  3. 42

    Establishing and managing budgets and controlling expenditure and ensuring the efficient use of resources

    Low
  4. 42

    Leading and managing the activities of advertising and public relations staff

    Low
  5. 39

    Planning and directing daily operations

    Low
  6. 35

    Negotiating advertising contracts with clients or with newspapers, radio and television stations, sports and cultural organizations and advertising agencies

    Low
  7. 35

    Establishing and directing operational and administrative procedures

    Low
  8. 32

    Overseeing the selection, training and performance of staff.

    Low

8 tasks · the High to Very Low labels are the ILO's

from the source Working Paper 140, Generative AI and Jobs 2025 index data 0.8-observed-use

Sidekick or replacement?

A tool that makes you faster is a very different thing from one that does the task while you watch. Jobs and Skills Australia measured the two separately, which is handy.

AI helps you
72
AI does it for you
38

Sidekick wins, by 34 points.

How good a match is this?

One Australian job matches, but only partly: not everyone in it does this job. Treat the numbers as a rough guide.

estimated Our Gen AI Transition (Gen AI Capacity Study) September 2025 detailed data release data 0.8-observed-use matched to Australian jobs 1311

Meanwhile, in real life…

Everything else here is about what AI could do. This is what people actually did. When they asked Claude for help with this kind of work, did they hand the whole task over, or roll their sleeves up and work through it together?

Out of every 100 conversations

67
33

worked through it together handed it over

The small print

Anthropic publishes this about its own product, and it doesn't feed into any score here. These are people who use Claude, not workers in general, so little use here doesn't mean AI can't reach the job. This job makes up 0.89% of the conversations.

The data is sorted by US job, and this one matches 3 of them. We've combined them, counting each by how often it comes up in the conversations, so the busiest one counts most.

These two add up to 100. The bars elsewhere on the page don't, because each is scored on its own, so we don't put them side by side.

observed use Anthropic Economic Index release 2026-06-26, period beginning 2026-05-01 data 0.8-observed-use 2026-05-01 · Anthropic, about its own product

So, should advertising and PR managers be worried?

Short answer: not much. Some of the chores will change, and good riddance.

Parts of the job are changing. Planning campaigns, information programmes, budgets, managing staff, operations, contracts and procedures all rate Low. AI will generate much more of the content, so management shifts to strategy, judgement and relationships.

Worth remembering: we score tasks, not jobs. When AI takes on a task, the job usually reshuffles around it rather than vanishing.

Where this job could lead

None of the new jobs we've written up start from here yet. Could be you're the first. See the jobs AI is creating →

How are the neighbours doing?

There are 30 jobs in the “Managers” family, averaging 64. This one is below the family average.

Pit this against any other job →