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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67190
Volume:
10 |
9 |
Sep 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Sankara College of Science & Commerce
Associate Professor,
Karpagam College of Engineering
Digitalisation is no longer simply a shift from manual to digital processes; it is changing how organisations make decisions, interact with customers, organise work and develop talent. The rapid spread of artificial intelligence (AI), particularly generative AI, has accelerated this transition in marketing. Marketing teams can now use AI for customer segmentation, content ideation, campaign optimisation, conversational engagement, predictive analysis and routine reporting. At the same time, these capabilities are changing the nature of marketing jobs. Tasks that once required substantial time for drafting, searching, analysing or reporting can increasingly be supported by intelligent systems, while human judgement remains essential for strategy, creativity, empathy, ethics and accountability. This topic revisits the relationship between digitalisation, AI and the future of work from a contemporary marketing perspective. It discusses emerging work practices, changing skill requirements, opportunities for productivity and job creation, and concerns relating to displacement, privacy, bias, misinformation, surveillance and unequal access to technology. Recent evidence suggests that the dominant effect of generative AI is likely to be transformation and augmentation of many occupations rather than simple replacement. The chapter therefore argues for a human-centred approach in which AI is treated as a collaborator that extends professional capability rather than as a substitute for human responsibility. For marketing professionals, the future is likely to favour individuals who combine digital and AI literacy with analytical thinking, communication, creativity, ethical judgement and continuous learning.
KEYWORDS
Digitalisation and AI are changing the future of work not through a single dramatic event but through thousands of changes in everyday tasks. In marketing, these changes are already visible in customer analytics, content production, personalisation, conversational engagement and campaign optimisation. The evidence available by 2026 suggests that transformation and augmentation are more useful ways of understanding the near-term impact of GenAI than assuming widespread job elimination. The central challenge is therefore one of adaptation. Organisations must redesign work responsibly, invest in people and establish safeguards for data, fairness and accountability. Professionals must build AI literacy while strengthening the human capabilities that technology does not easily replace: creativity, empathy, critical thinking, ethical judgement, communication and strategic understanding. For educational institutions, the priority should be to prepare learners for continuous change rather than for a fixed list of occupations. The future of marketing work is likely to be neither fully automated nor unchanged. It will be a hybrid environment in which intelligent technologies handle increasing volumes of routine and analytical tasks while people define objectives, interpret context, build relationships and take responsibility for decisions. The organisations and professionals most likely to thrive will be those that view AI not simply as a cost-cutting technology, but as an opportunity to redesign work around stronger human capability.
Gmyrek, P., Berg, J., Kamiński, K., Konopczyński, F., Ładna, A., Nafrați, B., Rosłaniec, K., & Troszyński, M. (2025). Generative AI and jobs: A refined global index of occupational exposure. International Labour Organization. International Labour Organization. (2025). Generative AI and jobs: A 2025 update. ILO Research Brief. International Labour Organization. (2025). Artificial intelligence adoption and its impact on jobs. International Labour Organization. (2026). The impact of GenAI on jobs, productivity and work organization: A review of the empirical evidence. International Labour Organization & World Bank. (2026). Disruption without dividend? How the digital divide and task differences split GenAI’s global impact. McKinsey & Company,(2025) Gen AI’s broad reach.
Publication Date
9/11/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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