At the start of our AI workshops, we kick things off with an activity called “Chucking It All Out There.” We crank up the music and everyone scribbles down *all* the words they associate with AI.

The good, the bad and the ugly.

When the music stops, the paper gets scrunched up and we launch into a full-on AI-snowball fight. It’s pretty chaotic but once we’re done pelting each other, we gather up the paper and reflect on what’s come up.

There’s always a mix of techy-jargon, a tonne of tools bundled in with a hefty-dose of scepticism and job security worries.

Without fail someone asks “When are the robots taking over?”

It feels big. It’s a lot. And the change just keeps coming.

It’s natural to feel a bit uncertain about AI and wonder what on earth it’ll mean for your role and your future career.

So, let’s unpack how AI is impacting marketing roles and the skills you should be doubling down on to stay relevant.

Is AI going to replace your marketing job?

You’ve probably heard the phrase: “AI is not taking your job – a human who is using the AI who is taking your job” Futurist, Professor Brian Johnson

If we zoom out and look at the bigger picture, Sam Altman, CEO of OpenAI, put it:

“AI will eliminate many current jobs, change how other jobs function, and create entirely new jobs. That’s what always happens with technology.”

What does this actually mean for marketing?

• Demand for AI-savvy marketers will increase.
• AI is showing up everywhere, and in everything we do. It’s driving efficiencies, boosting productivity, and unlocking new ways of working and delivering results.

And it’s not just the digital roles.

Brand Managers, Comms Teams, PR, and Creatives are all finding value in collaborating with AI for planning, strategy, content ideation, and creative processes.

There’s already huge demand for marketers with AI skills, who know when to adopt AI and how to get the most out of the tools.

When we talk with different marketing teams they’re not looking to silo AI skills in specialist standalone roles —instead they’re hoping that *all* marketers can learn to work smarter with AI, avoiding risks, and driving better results.

We’re seeing a big increase in demand for marketers with AI knowledge – no need to be a deep expert – but getting curious, and taking the time to understand AI is no longer optional — it’s essential.

Some tasks will reduce or disappear

AI isn’t taking your job—but it is changing it.

AI is already taking over low-value, repetitive marketing tasks like editing, scheduling, asset creation, and data entry.

But this doesn’t mean jobs will vanish tomorrow—it means understanding which parts of your job AI and tech can enhance, freeing you to focus on higher-value work like strategy, creativity, and problem-solving.

New AI focused roles will emerge

From predictive analytics to personalised content, AI-generated creatives and ABM enablement; AI it’s changing the way we market and making it possible to drive deeper connections with our customers.

A whole bunch of new roles and job titles are being created to tackle this; AI Marketing Strategists, AI Content Creators, Data Analysts, AI Champions, and Chief Marketing Technologists.

These roles will be key as marketing teams move to integrate more AI-driven strategies and tools into their work.

How can you prepare for AI in marketing?

The worst thing you can do with AI – is do nothing. Here’s the skills you should be doubling down on right now to stay relevant.

Get hands-on with AI tools:

Don’t wait for AI to disrupt your role—start experimenting with tools like ChatGPT, Gemini, Jasper, Midjourney and Canva now. Even if you’re blocked from accessing AI at work, start playing around in your personal life. Plan a holiday, do a weekly meal schedule, create a podcast, build a maths tutor for your kids – there are a ton of things you can experiment on, risk free, without paid accounts. Get comfortable with AI now.

Bring a Growth Mindset:

It’s a time of big, fast change. It can feel a lot. Keep an open mind, stay curious, and be ready to pivot as new AI tools and trends emerge. The more adaptable you are, the better you’ll thrive.

Focus on your uniquely human value:

AI is great at optimisation and automation, but it doesn’t understand brand nuances, customer empathy, or marketing strategies like you do. Lean into those strengths. The World Economic Forum’s top skills for 2025 include critical thinking, creativity, leadership, and problem-solving—skills AI can’t replace.

Get Educated:

Learn and upskill yourself. Stay on top of the latest AI tools, applications and strategies. Read up, take courses, and make AI a core part of your professional development so you can stay relevant and keep growing in this AI-driven world.

AI isn’t just another tool to master in your marketing stack—it’s shifting the whole way we plan and execute our marketing – across every channel and part of the marketing lifecycle.

It’s not replacing us, but it is taking up an even bigger supporting role in 2025.

The more you engage with AI now, the better prepared you’ll be to shape its impact on your role and your team.