The Evolution of Marketing in an AI Era: Insights from Employment Hero’s Tasman Page

By The Malketeer

The Future of Marketing Is Here, Powered by AI But Shaped By Human Ingenuity

In an increasingly AI-driven world, the marketing landscape is undergoing a profound transformation.

We sat down with Tasman Page, Marketing Director at Employment Hero, to explore the future of marketing and advertising in the age of artificial intelligence.

From emerging roles to evolving skill sets, Page offers valuable insights into how professionals and agencies can navigate this technological revolution.

New Frontiers: AI-Powered Marketing Roles

As AI and automation reshape the industry, Page anticipates the emergence of several new roles.

“We expect to see AI-powered campaign strategists, data analysts for marketing insights, AI content generators, and automation workflow specialists,” he explains.

These positions will leverage AI’s capabilities to deliver more personalised and data-driven consumer outreach, marking a significant shift in how marketing campaigns are conceived and executed.

The Human Touch in an Automated World

While AI is set to handle many routine tasks, Page strongly believes that human creativity and strategic thinking will remain invaluable.

“Skills such as creativity, consumer psychology, project management, and data literacy are easily transferable to AI-driven marketing roles,” he notes.

These skills complement the technological advancements AI brings to campaign execution, ensuring that human insight continues to play a crucial role in marketing success.

Adapting to Change: Agency-Client Dynamics

The rise of AI is also reshaping the relationship between marketing agencies and their clients.

Page predicts a more collaborative and results-focused partnership, with agencies needing to “provide data-backed insights, guide clients on AI integration, and lead innovation in personalised marketing.”

Preparing for the Future: Upskilling and Reskilling

For marketing professionals looking to stay ahead of the curve, Page recommends exploring “online AI courses, certifications in marketing automation platforms, AI-driven marketing tools, and data literacy workshops.”

This proactive approach to learning will be crucial in maintaining relevance and competitiveness in an AI-driven industry.

The Next Five Years: Core Skills Evolution

Looking ahead, Page envisions a shift in core marketing skills towards “data analysis, technology fluency, ethical marketing, and creative collaboration with AI.”

Professionals will need to learn how to optimise strategies with AI while focusing on high-level ideation and execution.

Opportunities for Creatives

Far from replacing creative professionals, AI is set to create new opportunities for them.

Page sees AI handling repetitive tasks, allowing creatives to “focus on high-level ideation, personalised consumer experiences, and testing bold ideas.”

This shift will drive innovation while adding human value to the process.

Navigating the Transition: Agency Preparation

For agencies looking to hasten the transition to AI-driven marketing, Page advises investing in ongoing training, fostering a learning culture, redefining roles with clear growth paths, and maintaining open communication.

This approach will help teams “embrace AI as an opportunity rather than a threat.”

The Future Agency: Agile and AI-Integrated

The traditional agency structure is likely to evolve into more agile, cross-functional teams.

Page predicts a focus on “strategic oversight, decentralised remote teams, and faster, data-driven processes to meet client expectations in an AI-powered landscape.”

As we stand on the brink of this new era in marketing, it’s clear that the integration of AI will bring both challenges and opportunities.

By embracing these changes, upskilling continuously, and maintaining a balance between technological efficiency and human creativity, marketing professionals and agencies can thrive in this evolving landscape.

The future of marketing is here, and it’s powered by AI – but shaped by human ingenuity.