Forecast Report

Agency AI-Powered Workforce Forecast, 2030 (US)

Creative Problem-Solving Roles Thrive When Marketing Execs Adopt AI

June 15th, 2023
With contributors:
Keith Johnston , J. P. Gownder , Alex Sobchuk , Lexie Lawhon , Michael Kearney , Peter Harrison


The marketing mindset on AI turns from fear to fascination as the post-pandemic services boom winds down and enthusiasm for generative AI kicks into overdrive. Forrester predicts that from 2022 to 2030, agencies will replace 7.5% of jobs with automation. Yet, the impacts will be uneven: As creative problem-solving roles thrive, process-oriented roles will diminish due to the influence of automation, ML, and generative AI. B2C marketing executives and agency leaders must accept AI influence in their technology/human investments and responsibly incorporate AI into workflows. This report details investments and steps to help US marketing and agency execs profit from AI transformation.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.