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Professionals · code 2431

Advertising and marketing professionals

AI can write the ad and analyse the data. Knowing what customers will care about is still marketing.

AI could take a fair chunk of six of the nine tasks, led by writing ad copy and scripts and analysing consumer data. Marketing strategy and advice on pricing are mostly out of its reach.

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

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

  • 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.

45 / 100

Changing significantly

AI could do a real share of the everyday tasks. The job is changing shape, not vanishing.

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: Exposed: Gradient 3

398 of 427 for holding up against AI

Why this score?

The ILO rated each of this job's 9 tasks for how much of it AI could do. They average 55.5 out of 100, so it holds up at 100 − 55.5 = 44.5.

That's the whole sum. No black box, no secret sauce: you can check it against the ILO's study. ILO group “Exposed: Gradient 3”: Most of the tasks are affected.

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.

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 marketing professionals 45

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.

  • Ad copy and scripts.
  • Market research and data analysis.
  • Campaign planning.

Man

What people still do better

Judgement, trust and skilled hands. Hard to download.

  • Strategy.
  • Understanding customers.
  • Creative judgement.

Both

What's arriving

New work that only exists because the AI does.

  • AI-generated content at scale.
  • Search changing because of AI.
  • Marketing to AI shopping agents.

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

58 could do without you

It could take over some of the work, and help with more. It could help with 75 of 100.

The robot

The wildcard. Has hands, still working out stairs.

How much it matters here: Lower

7 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 11 out of 100. The higher it is, the longer the robot waits.

7 How
hands-on
11 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 4 US jobs .

finger skill 19.2 · hand skill 10.7 · cramped spaces 2.9 · 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 67, against an average of 56. The bigger the gap, the more lopsided the job: some of it wide open to AI, some of it barely touched.

  1. 67

    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. 61

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

    Medium
  5. 59

    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. 47

    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. 47

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

    Low
  9. 44

    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 0.8-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
75
AI does it for you
58

Sidekick wins, by 17 points.

How good a match is this?

2 Australian jobs match this one, and we've simply averaged them. 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 2124, 2251

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 2.79% 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 marketing professionals be worried?

Short answer: not worried, but paying attention. The job is changing.

Parts of the job are exposed. Copywriting, consumer data, market research, trends and campaigns are rated Medium; strategy and marketing advice are Low. AI takes on content and analysis, so strategy and judgement matter more.

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

How are the neighbours doing?

There are 92 jobs in the “Professionals” family, averaging 62. This one is below the family average.

Pit this against any other job →