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AI Replacing Jobs in Marketing Automation and Data Analysis

ByLaura Virkkala

The nature of marketing has transformed into a data-driven and process-oriented environment due to the rapid evolution of digital marketing technologies. With the rise of big data, businesses now rely heavily on analytics to understand customer behaviour, trends, and target markets. However, manually processing this data would demand extensive time and effort from human analysts.

This is one of the key reasons AI is increasingly replacing humans in data analysis and marketing automation (Kumar et al., 2024). AI systems can process vast volumes of data quickly, accurately, and in real time. In automation and data analysis, AI has improved the timeframe and quality of the work remarkably, and higher levels of implementation of AI in these areas impact jobs (Kumar et al., 2024). Marketing roles in the retail sector may be more impacted by AI than marketing roles in the manufacturing sector (Kopalle et al., 2022).

According to a global Salesforce study (2025), AI technologies are commonly used amongst marketers :

  • 87% of marketers are using AI technologies
  • 72% use generative AI
  • 59% use predictive AI
  • 17% use agentic AI.

These high adoption rates of AI technologies suggest that the shift towards AI-driven marketing could inevitably lead to some job displacement, especially in roles focused on manual data handling or repetitive marketing tasks. Marketing automation can reduce operational costs in the long run, which encourages organisations to adopt AI-driven marketing automation technologies. However, in the short term, the costs may rise as companies invest in new AI technologies and positions, such as AI system managers and automation specialists.

It goes without saying that AI is reshaping the marketing workforce. While certain traditional marketing roles may be disestablished, new opportunities are also emerging for marketing professionals who master AI skills and technologies. For businesses and marketers, this means adapting to this shift is key to staying competitive in a rapidly evolving digital marketing environment.

References:

Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2022). Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing, 39(2), 522–540. https://doi.org/10.55041/IJSREM25001

Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77 (August), 149–157. https://doi.org/10.1016/j.ijinfomgt.2024.102783

Salesforce. (n.d.). State of marketing report. Retrieved March 26, 2026, from https://www.salesforce.com/ap/marketing/resources/state-of-marketing-report/conf/

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