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Professionals · code 2431

Advertising and marketing professionals

Advertising and marketing professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services. Tasks include - (a) planning, developing and organizing advertising policies and campaigns to support sales objectives; (b) advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services; (c) writing advertising copy and media scripts, and arranging television and film production and media placement; (d) collecting and analysing data regarding consumer patterns and preferences; (e) interpreting and predicting current and future consumer trends; (f) researching potential demand and market characteristics for new goods and services; (g) supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes; (h) commissioning and undertaking market research to identify market opportunities for new and existing goods and services; (i) advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels. Examples of the occupations classified here: - Advertising specialist - Marketing specialist - Market research analyst

Most of the tasks are affected. It ranks 398 of 427 for holding up against AI.

Also known as

  • product and services manager
  • creative director
  • client relations manager
  • pricing specialist
  • business developer
  • market research analyst
  • brand manager
  • membership manager
  • promotion assistant
  • hospitality revenue manager
  • customer experience manager
  • advertising specialist
  • network marketer
  • advertising media buyer
  • marketeer
  • advertising copywriter

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

44.5
Holds up
against AI Exposed: Gradient 3

AI could take on 55.5 of 100, on average
so it holds up at 100 − 55.5 = 44.5

That's the whole sum, and you can check it against the ILO's study.

7.1
How hands-on
out of 100

From O*NET, averaged across 4 US jobs

10.9
How fiddly
and cramped

finger skill 19.2 · hand skill 10.7 · cramped spaces 2.9 · averaged

Kind of hands-on work · hands-on under 50 Less than half hands-on

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.

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 0.7-work-setting measures chosen by Frey & Osborne (2017) · the grouping is a sorting, not a measurement

What this number leaves out This job rates 7.1 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.

The tasks behind the score

The score is the average of these. A job is really a bundle of tasks, and an average can hide how uneven that bundle is.

The task AI could do most of scores 66.5, while the average is 55.5. A big gap means some of this job is wide open to AI and some of it barely at all. That's quite different from a job where everything sits somewhere in the middle, even when the averages match.

  1. 66.5

    Writing advertising copy and media scripts, and arranging television and film production and media placement

    Medium
  2. 65

    Collecting and analysing data regarding consumer patterns and preferences

    Medium
  3. 61

    Researching potential demand and market characteristics for new goods and services

    Medium
  4. 60.5

    Commissioning and undertaking market research to identify market opportunities for new and existing goods and services

    Medium
  5. 58.5

    Interpreting and predicting current and future consumer trends

    Medium
  6. 51

    Planning, developing and organizing advertising policies and campaigns to support sales objectives

    Medium
  7. 46.5

    Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services

    Low
  8. 46.5

    Supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes

    Low
  9. 43.8

    Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.

    Low

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

from the source Working Paper 140, Generative AI and Jobs 2025 index data 0.7-work-setting

Helped, or replaced?

The score above can't tell a tool that makes you faster from one that does the task instead of you. Jobs and Skills Australia looked at those two things separately, and this is their result, matched to this job.

2 Australian jobs match this one, and we've simply averaged them. Treat the numbers as a rough guide.

AI helps you
74.5
AI does it for you
57.5

Helping wins by 17 points.

estimated Our Gen AI Transition (Gen AI Capacity Study) September 2025 detailed data release data 0.7-work-setting matched to Australian jobs 2124, 2251

Compared with similar jobs

There are 92 jobs in the “Professionals” group, averaging 61.5. This one is below that.