Forrester survey reveals leaders’ true thoughts on whether AI will eliminate marketing jobs

A new Forrester survey reveals B2B marketing leaders view AI as a transformative force that will enhance rather than eliminate marketing roles, with 86% focusing on efficiency gains through AI adoption.

Current industry perspective: B2B marketing executives demonstrate optimism about AI’s role in transforming their profession while showing limited concern about job displacement.

• While 80% of leaders acknowledge AI will automate certain human tasks, only 27% believe it will make jobs obsolete
• A mere 8% of marketing professionals consider their own positions at risk
• Marketing leaders overwhelmingly (86%) identify efficiency as the primary impact of AI technologies

AI’s potential impact on white-collar work: Some AI proponents compare the current technological shift to the industrial revolution, suggesting a dramatic transformation of office-based professions.

• Advocates predict AI will automate routine office tasks across marketing, HR, accounting, and other business functions
• The efficiency narrative often implies doing more work with fewer human resources
• The transformation is expected to affect both routine and complex business tasks

Success factors for AI adoption: Organizations with specific characteristics are better positioned to implement AI effectively and gain competitive advantages.

• Strong collaboration between Chief Technology Officers and Chief Marketing Officers correlates with successful AI implementation
• Companies with entrepreneurial cultures and robust data infrastructure tend to lead in AI adoption
• Early adopters often face challenges with AI talent acquisition and retention

Strategic imperatives for businesses: Companies must take specific steps to prepare for AI integration and maximize its benefits.

• Organizations need to assess their existing governance processes
• IT alignment and current skill evaluations are crucial preliminary steps
• Businesses should carefully prioritize AI use cases based on potential success rates and strategic value

Market realities and adaptation: Rather than resisting change, professionals need to actively engage with AI technology to remain competitive.

• Resistance to AI adoption (“Luddite” approach) is likely to be detrimental to career prospects
• The technology is expected to create new roles and require enhanced strategic skills
• Focus is shifting toward viewing AI as an enabler of more valuable work rather than a replacement for human capability

Looking ahead: While AI will undoubtedly reshape B2B marketing roles, the transformation appears to be more about augmentation and evolution than wholesale replacement, suggesting professionals who adapt and acquire new skills will find opportunities in the changing landscape.