For some, this marked decrease, which represents 54,000 job losses in the past year, represents the necessary pain caused by the disturbances formulated by generative or agentic projects, with such optimists likely to point BLS projects which provide that employment in the sector will increase by 8% from 2023 to 2033, by unfolding the average of 4% in all occupations. However, that does not mean everything, and to keep champagne and rosé flowing, at La Cannes.

For example, the same BLS analysis indicates that roles such as advertising sales agents are facing downward pressure, mainly due to automated advertisement tools, that is to say aging platforms, which rationalize media planning and executions. In addition, it provides for growth in the number of management roles and a decrease in transactional positions, such as advertising operations or account strategists.

However, even the most relaxed observers in the industry note how these trends are already visible on Madison Avenue, with the extensive layoffs of WPO Media, which should have an impact on 45% of roles, which should be echo elsewhere, in particular if the fusion proposed between Intepublic Group and Omniom receives the green light.

Although the adoption of AI is progressive and unequal between the types of jobs, it often increases rather than replacing roles. According to BLS analysts, the roles involving strategic surveillance and a complex narration, such as the positioning of the brand, will continue to demand a human judgment, several indicating that customer -oriented roles will remain crucial for these workforce at that time.

Employers – in particular in major technologies – now prioritize the profiles of hybrid skills mixing AI strategy, data literacy and customer management. Meanwhile, agencies would realign the training and roles accordingly (for example, Ethicians of the AI, data strategists, a-tool integrators), corresponding to changes from the labor market to media and techniques management roles, according to sources.

Risk roles

Brian O’Kelley, CEO of Scope3 – a company that launched its “agentic platform” earlier this year – told Digiday that it was important to ensure that there is a “human in the calibration model” to maintain customer confidence.

“To date, AI cannot play golf course,” he joked, adding that, “the most important competence is to work with people to help them understand what they are trying to do, as these objectives really and refine it.”

He continues in note: “If you do things that can be labeled [such as managing campaign management]”It is risky. So, if I can send you a ticket that indicates the red line this contract, as, how to know if a human or an AI is red?”

Meanwhile, Matt Barash, commercial director of Nova, also underlines the importance of roles for customers and the need for human surveillance in AI processes, based on O’Kelley’s observations. For example, this indicates the global transition to portfolio companies of media agencies adopting a centralized service model, which reduces the need for duplicated roles.

“I think that the surest role in Holding Society today is that if you are more than ever in the relationship, the relationship has more than ever,” he said, noting how marketing on the brand marketing often consider the right staff in roles such as crucial for their partnerships. “The customer’s leaders will not be replaced. If you are a customer oriented, you know, you are in a fairly good place.”

To the test of your career

Several sources have advised professionals in the management of campaigns (planning or execution) to familiarize themselves with AI tools and to consider self-teaching or entrepreneurial opportunities, some noting to what extent the generator will have an impact on the advice landscape.

Anthony Katsur, CEO of IAB Tech Lab, observes that the current stage of AI development is “very punctual”, adding that the emergence of agentic AI is most likely to have an impact on the labor market, taking into account its more focused nature. He also observes that “many people are not prepared” for the disturbance coming in the opposite direction that it will have on the labor market, both in terms of number of roles and the impact on the levels of remuneration.

“The agentic AI is:” I need you to make xyz-kpi “on this advertising campaign,” he said, adding that these platforms are more focused on the objectives compared to platforms more focused on tasks. “This is where the IA agent can really come into play in terms of media purchase and optimization, or to fight fraud, they will be able to spot the models in the supply chain.”

“I think someone, whether you are in the digital advertising industry or other industries that may be affected [by AI]The best thing you can do is educate yourself, “advises Katsur.” Learn all the tools, familiarize yourself with Chatgpt, familiarize yourself with Claude … Find out how these tools can interact and make you an AI operator, because it will give you a career path for the next decade. “”

Awareness of this need is what led Helena Mcaleer, formerly a marketing specialist, and Dave Birrs, formerly creative campaign, for co-founding the Gen Ai academy earlier this year. The two have observed that many organizations are always at the basis of understanding AI and require introduction training.

Currently, the outfit offers courses with companies, smaller teams in such outfits, as well as individuals, the pair noting the quantity of “care” at present, because many need help to “distinguish authentic AI solutions from those outsourced or overrun”.

The pair quotes customer statistics noting how, on average, around 7% of company employees are very early by AI, that is to say that they already use tools to facilitate their work, whether their employers have compulsory or not, “11% of employees are wired to resist.”

McCaleer, adds: “Most of the companies that approach us to just want us to use the AI ​​established and integrated into the company, just to make sure that people are on board with it.”

Publisher’s note. This story was updated on July 27, 2025 to correct a previous error. Digiday previously pointed out that WPP had layoffs affecting 45% of its total staff. The layoffs have affected 45% of staff within the WPP media in particular.