Adobe rejects job loss AI theory, says marketers must lead transformation
Adobe ANZ MD Katrina Troughton has rejected the notion that AI will drive job losses in marketing teams and urged marketers to take a more active role in leading the AI adoption.
Speaking to Mumbrella at Adobe’s Summit yesterday, Troughton said that despite growing interest, many marketers remain hesitant about where to begin.
“It’s hard because it can be a bit sort of scary and daunting, but I think the opportunity to think about doing some training, start trying some things even in the tools you have today. You know, that’s the first step.”
She said AI implementation should be tailored to the marketer’s role and urged practitioners to engage with the tools already at their disposal.
This can’t and won’t be stopped. And it will enable all sorts of people to do amazing things creatively. Fine. But lets not pretend the shift won’t lead to job losses and devastated careers for many in our industry.
Sorrel was just on stage explaining how they can now make video ads for £100K that previously cost £1M.
A generated spoof medical ad made by a medical ads professional went viral on LinkedIn the other month. He claimed it had cost $500 worth of Veo3 use, compared to the $500K it would have cost to actually shoot such an ad.
All the people who were needed to make ads the old way, from the talent agency to the caterer and camera people will no longer be needed. One can make a long list of roles no longer needed. Technically, they probably aren’t included in the “marketing teams” Katrina Troughton is talking about, but they are certainly part of our industry and they will lose their jobs.
And there will be flow on effects. A large part of the creative industries of Australia exist because many of the people in it can get side income from the marketing industry.
We need a revolution and soon