Forecast Report

Agency AI-Powered Workforce Forecast, 2030 (US)

Creative Problem-Solving Roles Thrive When Marketing Execs Adopt AI

June 15th, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst
With contributors:
Keith Johnston , J. P. Gownder , Michael Kearney , Alex Sobchuk , Lexie Lawhon , Peter Harrison

Summary

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.