‘I’m scared AI will replace all Marketing jobs… Help!’

Today I’m analysing the situation of Rega. Rega reached out to me via LinkedIn as her role as a copywriter has recently been made redundant.

What’s the challenge?

Rega’s role was impacted because her company has started using AI systems that reduce the need for as many copywriters. She’s now facing two challenges at once: the immediate task of finding her next role, and the bigger worry about whether AI is going to wipe out marketing jobs altogether.

That’s a heavy place to be. When you’ve put time and energy into building your craft, the idea that “the robots are coming” can feel like the rug is being pulled out from under you.

How can she move forward?

The truth is, nobody knows exactly what marketing will look like in 5 years. What we do know is that the fundamentals haven’t changed. Businesses still need smart, creative people who understand customers, can think strategically, and can spot opportunities before others do.

The marketers who thrive will be those who evolve with AI, not those who fight against it.

My advice

1. Obsess over the consumer

The best marketers have always been consumer obsessed — and that’s not going anywhere. Algorithms can spit out content, but they don’t know your customer like you can. Make it your mission to know your audience better than anyone else. When you can speak to real needs, motivations, and emotions, you’ll always be valuable.

2. Master market intelligence

AI can help crunch data, but it takes a sharp human eye to connect the dots. Train yourself to see what others miss. Pay attention to cultural shifts, emerging behaviours, and the “why” behind trends. When people see you as the go-to person for “what’s next,” you stop being replaceable.

3. Be a strategic thinker

Right now, AI is replacing the ‘doers,’ not the ‘thinkers.’ Tasks like writing a first draft or generating images? Yes, machines are doing those. But strategy, insight, and creative thinking? That’s still firmly human territory. Focus on elevating yourself above execution and into problem-solving, decision-making, and leading.

4. Use AI as a tool, not a threat

The smartest marketers aren’t panicking about AI — they’re experimenting with it. They’re letting it handle the repetitive tasks so they can focus on the high-value work: creating strategy, inspiring teams, driving innovation. Instead of asking “Will AI take my job?” flip the question: “How can AI make me even better at my job?”

5. Don’t be afraid to upskill

I’m constantly taking courses and learning new things to keep my business ahead of the curve — and your career is no different. The great thing is that education has never been more accessible. Even if you don’t have a big budget, there are endless ways to learn how to use AI to your advantage. Investing in yourself is what keeps you future-proof.

Rega’s redundancy is tough, but it could also be the wake-up call she needs to shift into a stronger, more future-proof career path.

Because while roles may change, one thing hasn’t: companies will always need people who can think, connect, and lead. And that’s where the real opportunity lies.