The advertising industry is undergoing a seismic transformation, driven by automation, artificial intelligence (AI), and evolving workplace expectations. According to Campaign Asia, traditional roles are shifting, and questions loom about whether advertising remains a viable career for young professionals. Despite the challenges, experts suggest the industry is far from obsolete, offering new opportunities for those ready to embrace change.
A Changing Landscape
Technological advancements like generative AI and automation have already begun to reshape the advertising industry. Sam Altman, CEO of OpenAI, has suggested that AI could handle up to 95% of tasks currently performed by agencies, strategists, and creatives. Companies like China’s BlueFocus are replacing human outsourcing with AI, with CEO Pan Fei predicting that 50% of digital marketing jobs will eventually disappear.
Yet, this isn’t the end of advertising. Instead, it signals an evolution. “While traditional roles may decline, new ones are emerging in creative technology and digital strategy,” says Lesley John, managing director at Virtue APAC. “For young people who are curious and willing to keep learning, advertising offers a career that can be deeply rewarding.”
The Need for Adaptability
To remain relevant, young professionals entering the advertising world must compete not only with peers but also with AI. However, experts argue that human creativity remains a cornerstone of the industry. “Creativity isn’t going to die—it’s the business models that will keep changing,” says Tiffany Clark, head of people at Bullfrog.
Agencies are increasingly looking for talent with unique skills, particularly in areas where humans can outperform machines, such as imagination, emotional intelligence, and nuanced storytelling.
What Young Professionals Want
As agencies recruit the next generation, they must adapt to meet Gen Z’s expectations for flexible work environments, autonomy, and purpose-driven projects. A survey by Randstad found that nearly 70% of Gen Z respondents would leave jobs requiring them to work exclusively in the office.
“Flexible work arrangements and opportunities for personal growth are no longer perks—they’re essentials,” says Lilli Lo Russo, content strategy director at Hogarth Australia. Agencies like Virtue are fostering cultures that encourage junior staff to lead initiatives and contribute ideas, empowering them to thrive in a rapidly changing industry.
Training the Next Generation
Continuous learning and development are becoming integral to advertising careers. Agencies are investing in training programs and experimental spaces where young professionals can innovate and refine their skills. Katya Obolensky, managing director at VCCP Singapore, notes that these initiatives ensure teams stay ahead of trends while aligning with Gen Z’s desire for meaningful work.
An Evolving Opportunity
The advertising industry may be evolving rapidly, but it is not disappearing. For young people who are adaptable, innovative, and tech-savvy, it remains an exciting and dynamic career path. “We’re digital natives who’ve had mobile phones since birth,” says Lo Russo. “The industry’s future belongs to those who can adapt and offer unique value in a tech-driven world, and that’s exactly what we’re built for.”
Photo: KostiantynVoitenko
