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The rise of generative artificial intelligence (AI) has sparked one of the most debated questions in the advertising and marketing industry: Will AI replace human creatives?
While tools like ChatGPT, DALL·E, Midjourney, and Tabnine showcase impressive capabilities in generating text, images, and code, the report Artificial Intelligence (AI) Job Market, supported by data from Statista, DevSkiller, the World Economic Forum, and McKinsey, offers a more nuanced and evidence-based view. Far from a creative apocalypse, the data reveals that AI is transforming the role of creatives, not replacing them.
Based on an analysis of the report, we share which tasks are being automated, which remain exclusive to human thinking, and how marketing professionals should prepare for this new scenario.
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.
The main applications in marketing include:
However, in most cases, AI does not operate on its own, but is supervised, directed, and adjusted by human professionals.
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.
In the field of advertising and content creativity, this means:
Strategic creativity, editorial vision, and purposeful design remain uniquely human attributes.
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%).
This indicates that even in a highly automated context:
Are and 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.
In addition:
In other words, 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 not disappear but evolve. Some emerging profiles include:
Artificial intelligence is profoundly changing the way content is produced, campaigns are designed, and messages are activated. But as the AI Job Market report shows, it does not eliminate the need for human creative thinking, it enhances it.
Marketing professionals who know how to collaborate with AI, maintain their authenticity, understand ethical boundaries, and use these tools as allies will be the most valued in the coming years.
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