How AI Is Shaping New Career Paths in Advertising
As the advertising industry undergoes significant transformation, many question its viability as a career path for younger generations. An industry that has historically thrived on fresh talent now faces challenges, ranging from technological disruption to job cuts driven by efficiency measures.
Mergers and layoffs have become frequent across global advertising agencies, with advances in artificial intelligence (AI) threatening to replace many traditional roles. Despite these challenges, industry experts believe that advertising remains a dynamic and promising field for young professionals albeit one that requires adaptability.
Lesley John, Managing Director at Virtue APAC, asserts that while the industry is changing, new opportunities are emerging in creative technology and digital strategy. “For curious and creative young people willing to keep learning, advertising can still offer a rewarding and sustainable career,” she says.
However, concerns remain over the increasing role of AI in the industry. Sam Altman, CEO of OpenAI, has stated that artificial general intelligence (AGI) could take over 95% of tasks currently performed by agencies and creatives. This includes testing campaigns, optimizing strategies, and creating content at nearly no cost. As a result, some firms, such as China’s BlueFocus, have already begun transitioning to AI-powered operations. Pan Fei, BlueFocus’s CEO, predicts that up to 50% of digital marketing jobs may disappear, leaving only those with superior creativity and innovation in demand.
This shift has led to growing apprehension among young people entering the workforce. In addition to competing with human candidates, they now face the challenge of outperforming AI in an increasingly competitive job market. However, industry professionals like Cara Cheng, HR Manager at BBDO Beijing, believe that advertising will continue to thrive because brands will always need effective ways to connect with consumers. “The industry is evolving, but with that change comes the opportunity for fresh talent to shape its future,” Cheng explains.
Tiffany Clark, Head of People at Bullfrog, echoes this sentiment, emphasizing that while the pace of change may feel unsettling, those who embrace it will continue to thrive. “Creativity will never die, but business models will continue to evolve,” she notes.
Adapting to Attract Younger Talent
To remain competitive, agencies are rethinking how they attract and retain young talent. Flexible work arrangements, work-life balance, and a sense of purpose have become essential for younger professionals, particularly Gen Z. According to a Randstad survey, 70% of Gen Z respondents would leave jobs that require them to work solely in an office environment.
Lilly Lo Russo, Content Strategy Director at Hogarth Australia, emphasizes that Gen Z is the most empowered working generation, expecting flexible hours and remote work options as standard practice. Additionally, mentorship and socially responsible practices are key drivers for this group. “We look for companies that are clear about their commitment to social responsibility and talent development,” says Russo.
Agencies are responding by shifting away from rigid structures, giving younger employees greater autonomy, and encouraging them to take ownership of projects. Lesley John of Virtue shares that her agency has created initiatives such as “I’m Obsessed With,” a segment where team members can share their personal interests during meetings, fostering creativity and connection.
Katya Obolensky, Managing Director at VCCP Singapore, highlights the importance of flexibility and continuous learning to appeal to the new generation. “We are focusing on creating more flexible work structures and empowering teams to lead innovative projects,” she explains. By investing in development programs and promoting a culture of learning, agencies are ensuring that young talent remains at the forefront of industry trends.
Ultimately, while the advertising industry is evolving, it continues to offer substantial opportunities for those who can adapt, innovate, and provide unique value in a tech-driven world. As Russo points out, “We’re digital natives, and the industry’s future belongs to those who can embrace change and push the boundaries of creativity.”
