We live in an era that Jeremy Rifkin predicted decades ago in his book The End of Work (1995): technology is not only changing the nature of work, but in some cases completely eliminating traditional professions. Marketing, where creativity and data processing have long been considered the exclusive domain of humans, is experiencing tectonic shifts – artificial intelligence (AI) is blurring the lines between human and machine work. So - artificial intelligence and the end of marketing professions.
The end of marketing professions?! As someone who has held almost every role within a marketing agency in my career – from creative, award-winning designer, analyst to project manager and CTO of social media technology projects – I see how the industry is changing. And I predict that by 2030 we will see the disappearance or drastic transformation of many key marketing roles. Not because marketing is dying, but because AI is taking over both routine and creative tasks with relentless efficiency. By 2030, more than 2/3 of advertising agency jobs will be redundant!
But don't worry – this isn't an apocalyptic story. It's a story of transformation.
Technological Prophecy: From Rifkin to the Present Day
Rifkin is in The End of Work predicted that automation would eliminate jobs in manufacturing, administration, and services. Today, as UI tools like ChatGPT, DALL-E, and GitHub Copilot infiltrate marketing departments, his vision is coming true.
Similarly, Alvin Toffler in The Third Wave (1980) described the transition to an information society, where technology is disrupting traditional professions and creating a new reality. Marketing is on the cusp of this “third wave” – some professions will disappear, others will adapt.
Marketing professions under attack: Who's next?
Below is a list of marketing jobs that AI is likely to eliminate or fundamentally transform in the next five years. The analysis is based on visionary theses about automation and contemporary examples.
1. Copywriters (basic level)
Why? Rifkin noted that repetitive tasks are the first victims of automation. AI tools like ChatGPT are already writing slogans, product descriptions, and social media posts faster and cheaper than humans.
Example: Company enters “Write a description for a smartwatch”, and the AI instantly generates text tailored to the brand tone.
Thesis: Nicholas Carr in The Shallows (2010) says that technology reduces the need for human skills where mediocrity suffices.
2. HTML designers
Why? Toffler's idea of "prosumers" - consumers who create their own content - is being realized with UI-driven platforms like Wix and Squarespace, which allow you to build websites without coding.
Example: The UI generates the code and design for the landing page based on a few entered parameters.
Thesis: Rifkin has predicted the democratization of manufacturing, reducing the need for specialized technical roles.
3. Programmers for routine marketing tasks
Why? Tools like GitHub Copilot confirm the thesis from The Second Machine Age (Brynjolfsson and McAfee, 2014) that machines are taking over technical tasks with low added value.
Example: An ad click tracking script that would take a programmer hours to write can be written by an AI in minutes.
Thesis: Human work will be limited to abstract thinking, not routine coding.
4. Social media managers (operational level)
Why? AI can schedule posts, analyze performance, and generate content, confirming Rifkin's prediction of reducing administrative roles.
Example: Buffer uses UI to optimize posting times and create captions without human intervention.
Thesis: Peter Drucker said: “What we can measure and automate, we will.”
5. Data Analysts (entry level)
Why? John Naisbitt in Megatrends (1982) predicted that data processing would become the domain of machines. UI tools like Google Analytics with integrated intelligence confirm this.
Example: The AI automatically generates a report on campaign performance and suggests adjustments.
Thesis: Human analysis will only be needed for deep insights, not routine processing.
6. Graphic Designers (Basic Level)
Why? Tools like DALL-E and Canva support Toffler's vision, where technology enables creation without traditional skills.
Example: The UI generates an Instagram ad based on keywords – without Photoshop or a designer.
Thesis: Creativity is becoming accessible to everyone, which reduces the demand for basic performers.
7. PR assistants
Why? AI tools automate routine tasks such as writing press releases, managing contact lists, and basic analysis of media coverage, reducing the need for human assistants.
Example: ChatGPT writes the press release, and Meltwater with AI identifies relevant journalists.
Thesis: Rifkin's vision of automating routine tasks is fully realized here.
8. Media planners and media experts
Why? AI platforms like Brandwatch analyze reach, sentiment, and media impact in real time, reducing the need for manual planning and media trend experts.
Example: AI automatically suggests optimal budget allocation across channels based on data. This is predicted by META and also by Google. Highly simplified advertising.
Thesis: Naisbitt's prediction about machine data processing replacing human intuition at the operational level.
9. Influencer Campaign Managers
Why? AI-powered platforms identify influencers, analyze their audiences, and even generate engagement suggestions, reducing the need for human intervention.
Example: An AI tool like Influencer Marketing Hub automatically finds relevant influencers and optimizes the campaign.
Thesis: Toffler's "third wave" brings about a society where technology takes over the management of content and relationships.
Creative Directors and Illustrators: A Bright Exception?
While operational roles are disappearing, creative directors and illustrators – at least for now – remain safe. Kevin Kelly in The Inevitable (2016) emphasizes that technology cannot replicate human vision and empathy. Creative directors who design comprehensive campaigns and illustrators who create unique, emotionally charged content bring a “soul” to their work that AI cannot yet replicate. But what if AI surpasses humans, emotions will also be conditioned by intelligence. Many argue that this is possible.
However, artificial intelligence is already entering these processes as an assistant – generating drafts that humans simply refine. This means that AI will play an increasingly important role in creative professions, but the final decision will still remain in the hands of humans.
A marketing veteran meets a tech prophet
As someone who has worked in all levels of marketing – from operational to strategic roles – I see AI as a double-edged sword: on the one hand, it destroys traditional roles, and on the other, it opens the door to new opportunities. Rifkin in The Zero Marginal Cost Society (2014) predicts that technology will reduce costs to almost nothing, increasing the efficiency of businesses.
For marketers, this means we need to embrace AI as a tool, not a threat. Those who lead the machines, rather than compete with them, will survive.
Conclusion: The future is not the end, but a transformation
Marketing is not going away – it is being transformed. Professions such as basic copywriters, HTML designers, routine programmers, social media managers, data analysts, graphic designers, PR assistants, media planners and influencer campaign managers are on their way to oblivion, as decades-old automation theses confirm.
However, as Toffler wrote: “The future is not something that awaits us, but something we create.” As marketers, we need to move beyond operational roles and become strategic visionaries. AI is not our enemy – it is our new collaborator.
