Place Your Bets

Alex MacGregor
November 26, 2024

“Which areas of marketing do you think will be in more demand?”

I was asked this question recently.

Before I give you my answer, I'll tell you theirs: automation.

You could argue against automation, not because it isn't growing but because fewer humans will be needed to program/assist.

For me? I'd say PR, not only because that's my field.

How so?

Well already today, anyone can do creative using AI tools like Canva or Midjourney.

But AI isn't nearly as creative as human and maybe never will be.

Same applies with PR; the business of protecting and growing a person or company's reputation.

I think in the future, the companies that win will be the ones that appeal most to humans.

PR is well placed in that regard.

Yes copywriting is now largely created in part or increasingly full by gen AI tools like ChatGPT.

And media pitching leverages AI powered email automation.

SEO meanhile has become a large programmatic field.

But reputation and appeal? It's still very much human.

What do you think will be the most in demand Marketing skills and profession in the AI era?