Why AI Could Boost Marketing Jobs: A Counterintuitive Trend

The rise of artificial intelligence (AI) in marketing has sparked fears of job displacement, but a closer look at historical trends and economic principles suggests a different story. The Jevons paradox, a concept from the 19th century, offers a compelling framework for understanding why AI might actually create more marketing jobs, not fewer. This paradox, which describes how efficiency gains can lead to increased consumption of a resource, could reshape the marketing landscape by making advanced tools accessible to a broader range of businesses.

In a recent analysis, Box CEO Aaron Levie applied the Jevons paradox to AI and knowledge work, arguing that as AI makes marketing tasks cheaper and more efficient, it could stimulate demand for marketing services. This idea challenges the prevailing narrative that AI will inevitably lead to widespread unemployment in the sector. Instead, it suggests that AI could democratize marketing, allowing small and medium-sized businesses to access capabilities previously reserved for large enterprises.

The Jevons Paradox in Marketing

The Jevons paradox, named after economist William Stanley Jevons, explains how technological improvements that increase efficiency can paradoxically increase total consumption of a resource. For example, James Watt's improvements to the steam engine in the 18th century made coal use more efficient, but this led to a dramatic increase in coal consumption as new industrial applications emerged. In the context of marketing, AI could similarly make tasks more efficient, reducing costs and enabling businesses to invest more in marketing efforts.

Levie's analysis highlights three mechanisms driving the paradox in marketing. First, improved efficiency makes marketing tasks relatively cheaper, increasing demand. Second, efficiency gains accelerate economic growth, pulling up resource use across the economy. Third, by making tasks dramatically cheaper, AI enables new applications that weren't previously economically viable. This dynamic could lead to an expansion of the marketing industry rather than a contraction.

Historical precedent supports this idea. In the 1970s, marketing employment in the United States stood at a few hundred thousand. Today, it has increased five-fold, despite significant technological advancements. This growth is largely due to the democratization of marketing tools, such as CRM systems, analytics platforms, and targeting technologies, which have made sophisticated marketing accessible to more businesses.

AI's Role in Expanding Marketing Employment

AI is poised to accelerate this trend by further reducing the cost and complexity of marketing tasks. For instance, Adverity's Intelligence layer, launched in September 2025, combines data integration with AI-powered analytics, allowing marketing teams to interact directly with data through conversational interfaces. This reduces the time and effort required for tasks like budget pacing and campaign setup, freeing marketers to focus on strategic planning and client relationships.

Similarly, Amazon's Ads Agent, launched in November 2025, automates campaign management tasks across Amazon Marketing Cloud and DSP platforms through natural language instructions. These tools not only improve efficiency but also enable marketers to handle larger client portfolios. According to benchmark research, agencies now want account managers to handle 64 clients compared to the current average of 35—an 83% increase enabled by automation.

However, the transition to AI-driven marketing is not without challenges. Meta's push toward AI-driven automation has drawn skepticism from advertisers concerned about reduced control over targeting and creative decisions. Additionally, black box algorithms make it difficult to diagnose performance issues, raising questions about transparency and accountability.

Despite these challenges, the potential for AI to expand marketing employment is significant. By making marketing tasks more efficient and accessible, AI could stimulate demand for marketing services, particularly among small and medium-sized businesses. This democratization of marketing capabilities could lead to a more competitive and dynamic industry, with new opportunities for marketers to add value.

The future of AI in marketing remains uncertain, but the Jevons paradox offers a compelling framework for understanding its potential impact. As AI continues to evolve, it could reshape the marketing landscape in ways that defy conventional wisdom, creating more jobs and opportunities in the process.