Table of Contents
Introduction
In a new report titled “Agency AI-Powered Workforce Forecast, 2030 (US)”, Forrester reveals some interesting findings about the future of the advertising industry in the United States. The report predicts that by 2030, AI automation will lead to a loss of 32,000 jobs in US advertising agencies and related services companies, which amounts to 7.5% of the total agency workforce. While creative problem-solving roles are expected to thrive, process-oriented roles will shrink due to the influence of automation, machine learning, and generative AI.
Key Findings from the Report
- Generative AI to Account for a Third of Automated Advertising Jobs
According to Forrester, generative AI is expected to account for nearly a third of automated advertising jobs by 2030. The report highlights that 56% of US B2C CMOs have already used generative AI in marketing, and another 40% are exploring potential use cases. Jobs most at risk from generative AI include clerical roles (28% of job losses), sales and connected roles (22% of job losses), and market research and connected roles (18% of job losses). On the other hand, jobs in management, public relations, creative roles, market research, software, and data science are expected to grow.
- Generative AI to Increase Productivity of Higher-Wage Skillsets
Forrester predicts that generative AI will increase the productivity of higher-wage skillsets in US agencies. Job roles that have a higher generative AI influence, such as editors and writers, are harder to automate. These roles are more likely to utilize generative AI technology to automate mundane tasks and increase their productivity. As a result, the report suggests that the composition of agency workforces will undergo a transformation, with high-paid creator skillsets paired with generative AI assistants replacing less costly junior talent matched to senior managers.
- Originality as a Key Factor in Job Automation Potential
The report highlights that the more creative and “original” an agency role is, the less likely it will be replaced by automation. Forrester finds that originality is the most significant factor in lowering a job’s automation potential. When “intelligent creativity,” a marketing approach that combines creative problem-solving with AI technologies, is deployed, agencies can make marketing smarter, develop campaigns faster, and make creators more valuable.
Conclusion
The Forrester report provides valuable insights into the future of the advertising industry in the United States. It predicts that automation, machine learning, and generative AI will significantly impact the workforce composition of US advertising agencies by 2030. While some roles may be at risk of automation, creative problem-solving roles are expected to thrive. By leveraging generative AI technology, agencies can increase the productivity of higher-wage skillsets and make marketing more efficient. Ultimately, the successful integration of AI technologies with human creativity will shape the future of the AI advertising agency industry.
To access the full research report or arrange an interview with a Forrester analyst, please contact [email protected].
