{"id":9571,"date":"2025-10-29T01:29:54","date_gmt":"2025-10-29T05:29:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/29\/how-can-entry-level-roles-in-advertising-survive-in-the-age-of-ai\/"},"modified":"2025-10-29T10:21:33","modified_gmt":"2025-10-29T14:21:33","slug":"how-can-entry-level-roles-in-advertising-survive-in-the-age-of-ai","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-can-entry-level-roles-in-advertising-survive-in-the-age-of-ai\/9571\/","title":{"rendered":"How Can Entry-Level Roles in Advertising Survive in the Age of AI?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Amy Rumpler, EVP, Integrated Client Solutions, Basis<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As artificial intelligence (AI) permeates the toolset of the advertising industry, it should spark the reimagination of how talent should be utilized, especially at the entry level.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, many media professionals are already using AI to help surface performance trends, analyze massive data sets, scrape the web (especially social media) for insights, and buy media with precision at scale. Underneath the hood, ad buying platforms have been relying on machine learning for years to optimize performance through smart bidding tools and automated campaign builders. It\u2019s similar to pressing a car pedal and expecting an output or an action without needing to know the exact mechanics.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AI-aided tools are morphing from being \u201cexperimental\u201d to becoming a significant component in media buying. Brands were skeptical of handing over campaign control to AI-driven non-transparent platforms such as Google\u2019s P-max or Facebook\u2019s Advantage+. Now, as the technology performs, large segments of marketers are adopting them. In creative production, generative AI is enabling media buyers and strategists to test messaging variations or visual concepts fast. No longer will they need to press the pedal and go \u2013 instead, they\u2019ll need to know where they\u2019re going and tell the machine to get there.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How will this change the jobs in advertising?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the near future, entry-level media planners at agencies may indeed spend less time pacing campaigns, building slides for client presentations or gathering data &#8212; and more time thinking strategically about driving better results. AI can increasingly handle the mechanics of planning \u2014 trendspotting, forecasting, budget allocation, and more. Meanwhile, humans can focus on what machines can\u2019t do effectively (yet): understanding context, navigating human relationships, and building unique, differentiated ideas.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>New Entry-Level Skillsets<\/em><\/h2>\n<p class=\"wp-block-paragraph\">This evolution means that entry-level employees could potentially have different roles. With less time spent formatting Excel docs or pulling data from dashboards, junior talent can focus on the \u201cwhy\u201d behind campaign decisions \u2014 learning the business at a faster clip and contributing to strategic work from day one (or soon after day one).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The shift in focus will require employers to rethink the skills for junior-level new hires. In the past, agencies may have prioritized familiarity with Excel or PowerPoint. However, in a world where AI can generate charts, automate reporting, and design slide decks, would a junior employee be capable of doing more?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead, skills like AI literacy and prompt engineering are taking center stage. It won\u2019t be enough just to have advertising experience. Agencies may soon be asking candidates to share case studies in how they solve problems with AI that they weren\u2019t previously equipped to handle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More broadly, the advertising industry would recruit people who are curious and fearless in experimentation. AI won\u2019t remove the need for creativity and resourcefulness. In fact, if anything, it will reward them. The tools are only as good as the people guiding them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When they save time through automation, employees can develop skills in areas that typically take years to cultivate: strategy, customer service, business acumen, storytelling, ideation, interpersonal communication and more. The barriers to professional growth are coming down because of AI, and the potential for talent to accelerate up the ladder rises.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Reimagining Team Structures<\/em><\/h2>\n<p class=\"wp-block-paragraph\">For senior leadership, AI transformation is not just about tools. It\u2019s about team structure, talent strategy, and long-term value creation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rethinking the future roles of junior talent is necessary. If best practices in campaign activation are being taught throughout the organization, how does the training look when the practices have AI ingrained in them. If automation through AI is going to continue accelerating, how do employers build teams that are resilient and adaptable enough to grow with it?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This also means being thoughtful about internal AI adoption. As the tools become more powerful and accessible, companies need to envision what responsible use of AI looks like, especially where client data and user PII are concerned. And with many companies having access to the same type of tools, the differentiation won\u2019t be from the technology itself. Instead, it will come from how humans feed it and use its output. Although we are rapidly heading to a world where tools are differentiated and the winners will be the companies that choose technology wisely for their teams based on price, capabilities, function and more.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Companies are reimagining their workforce with AI at the core of various <a href=\"https:\/\/adage.com\/agencies\/aa-ai-job-descriptions\/\">roles<\/a>. Some agencies and ad tech companies have appointed <a href=\"https:\/\/digiday.com\/marketing\/ipgs-latest-appointment-confirms-ai-chiefs-are-the-latest-holdco-must-have\/\">executive-level AI leaders<\/a> to govern the adoption of the technology in their business practices and offerings. Others are rebranding their media divisions as AI Centers of Excellence. As AI continues to transform this industry, companies need to prepare their teams to thrive in an AI advertising era not just from the top down, but from the bottom up as well.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As AI continues to transform this industry, companies need to prepare their teams to thrive in an AI advertising era not just from the top down, but from the bottom up as well.<\/p>\n","protected":false},"author":7,"featured_media":9572,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-9571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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