AI Impact on Marketing Creatives

The advertising and marketing sector is currently debating whether AI will replace human creatives. While tools such as ChatGPT, DALL·E, Midjourney, and Tabnine demonstrate impressive capabilities in generating text, images, and code, the Artificial Intelligence (AI) Job Market report offers a more detailed perspective. According to the data, AI is transforming the role of creatives, not replacing them.

An analysis of the report indicates which tasks are being automated, which remain exclusive to human thinking, and how marketing professionals should prepare for this new environment.

AI Implementation in Marketing

The report reveals that 27% of companies use generative AI for marketing functions, making it the field with the highest implementation of this technology in 2024, ahead of areas like operations, sales, or product development. However, in most cases, AI does not operate independently but is supervised and adjusted by human professionals.

Automation and Human Roles

The study suggests that by 2030, 34% of job tasks will be automated, another 34% will be performed in a hybrid manner between humans and machines, and only 33% will remain exclusively in human hands. Strategic creativity, editorial vision, and purposeful design remain uniquely human attributes.

Essential Skills for Creatives

According to the report, 69% of employers consider analytical thinking the most important skill by 2025, followed by creativity (57%) and leadership and social influence (61%). Even in a highly automated context, these skills will continue to be distinctive skills that creatives bring above AI.

The report also shows that 77% of companies are investing in the reskilling and upskilling of their human teams to work alongside AI, not to replace them. The ideal profile in 2025 will be a creative with strategic thinking and familiarity with AI tools, rather than a total replacement of humans by technology. The study suggests that new creative roles will evolve.

The Future of Marketing

Artificial intelligence is profoundly changing how content is produced, campaigns are designed, and messages are activated. But as the AI Job Market report shows, it enhances the need for human creative thinking. Marketing professionals who collaborate with AI, maintain their authenticity, understand ethical boundaries, and use these tools as allies will be the most valued in the coming years.