Advertising and marketing professionals
Most tasks score high and the scores agree. Expect the role to be reorganised.
Exposure is not job loss: it shows how much of the work generative AI could do today. Whether that turns into transformation, productivity gains or cuts depends on employers, regulation — and on you.
0 = today’s generative AI cannot perform any of the job’s tasks, 100 = it could do all of them fully. The pale band is the spread across tasks.
Work out your own score ↓What can you do?
🤖 Written with AIThis text was written by artificial intelligence from the data points shown; it is built on verified figures but may contain mistakes.· 12/10/2026How is it made?
With an exposure score 55/100, advertising and marketing professionals face substantial AI assistance in copywriting and data analysis, while strong group growth underlines durable demand for strategic advising, client alignment, and high-level campaign leadership.
What changes
- Automated generation of advertising copy, draft scripts, and creative variations accelerates early campaign production.
- AI-driven synthesis of consumer patterns and behavioral data replaces manual initial data processing.
- Automated market research tools rapidly identify preliminary demand signals and competitive opportunities across segments.
What stays human
- Advising clients and executive leadership on sensitive commercial pricing, product mix, and distribution strategies.
- Navigating nuanced client relationships, negotiating campaign visions, and securing multi-stakeholder consensus.
- Evaluating cultural relevance, brand integrity, and authentic human resonance beyond algorithmic audience trends.
What to learn
- Mastering AI-assisted creative workflows to direct, curate, and refine synthetic copy and scripts.
- Advanced consultative advisory skills to translate predictive consumer data into actionable commercial strategies.
- Cross-channel campaign governance, data literacy, and ethical brand stewardship in automated marketing environments.
Task by task
The ILO scored every task of the occupation separately, as the average of two AI models (GPT-4o and Gemini). The pale band is the range between the two models' scores, the dot the ILO's final score (for a few tasks expert review placed it outside the band).
- Writing advertising copy and media scripts, and arranging television and film production and media placement67
- Collecting and analysing data regarding consumer patterns and preferences65
- Researching potential demand and market characteristics for new goods and services61
- Commissioning and undertaking market research to identify market opportunities for new and existing goods and services61
- Interpreting and predicting current and future consumer trends59
- Planning, developing and organizing advertising policies and campaigns to support sales objectives51
- Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services47
- Supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes47
- Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.44
How much does it affect you?
Every job is different: mark which of these tasks you do and how much, and we'll compute your own, time-weighted score.
For each task: I don't do it · sometimes · most of my job.
- Writing advertising copy and media scripts, and arranging television and film production and media placement(67)
- Collecting and analysing data regarding consumer patterns and preferences(65)
- Researching potential demand and market characteristics for new goods and services(61)
- Commissioning and undertaking market research to identify market opportunities for new and existing goods and services(61)
- Interpreting and predicting current and future consumer trends(59)
- Planning, developing and organizing advertising policies and campaigns to support sales objectives(51)
- Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services(47)
- Supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes(47)
- Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.(44)
You are exactly at the occupation average. (The occupation's score: 55.)
About 67% of your working time goes to highly exposed tasks (score ≥ 50).
- • Writing advertising copy and media scripts, and arranging television and film production and media placement
- • Collecting and analysing data regarding consumer patterns and preferences
- • Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.
- • Advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services
An estimate from the ILO task scores. Everything is computed in your browser — nothing is sent or stored.
How many people work in this occupational group?
Share of the Business and administration professionals group in total employment, by country (Eurostat, ISCO 2-digit — 4-digit breakdowns are not public by country).
Table view
| Country | Business and administration professionals |
|---|---|
| Luxembourg | 18.0% · 59 thousand · 2025 |
| Lithuania | 10.7% · 155 thousand · 2025 |
| Netherlands | 9.8% · 962 thousand · 2025 |
| Sweden | 7.7% · 405 thousand · 2025 |
| Ireland | 7.3% · 203 thousand · 2025 |
| Poland | 6.5% · 1,109 thousand · 2025 |
| Malta | 6.3% · 21 thousand · 2025 |
| Norway | 6.3% · 182 thousand · 2025 |
| Denmark | 6.2% · 191 thousand · 2025 |
| France | 6.2% · 1,823 thousand · 2025 |
| Estonia | 5.8% · 41 thousand · 2025 |
| Bulgaria | 5.8% · 168 thousand · 2025 |
| Belgium | 5.7% · 294 thousand · 2025 |
| Finland | 5.5% · 142 thousand · 2025 |
| Latvia | 5.1% · 45 thousand · 2025 |
| Cyprus | 4.9% · 25 thousand · 2025 |
| United Kingdom | 4.9% · 1,677 thousand · 2025 |
| Romania | 4.8% · 368 thousand · 2025 |
| Hungary | 4.6% · 213 thousand · 2025 |
| Czechia | 4.4% · 232 thousand · 2025 |
| Germany | 4.4% · 1,848 thousand · 2025 |
| Switzerland | 4.4% · 211 thousand · 2025 |
| Portugal | 4.2% · 220 thousand · 2025 |
| Slovenia | 4.1% · 41 thousand · 2025 |
| Slovakia | 4.0% · 104 thousand · 2025 |
| Austria | 3.7% · 164 thousand · 2025 |
| Iceland | 3.4% · 8 thousand · 2025 |
| Greece | 3.2% · 140 thousand · 2025 |
| Croatia | 3.1% · 54 thousand · 2025 |
| Spain | 2.9% · 653 thousand · 2025 |
| Italy | 2.7% · 656 thousand · 2025 |
What do they earn?
Mean gross monthly earnings in the major occupational group (Professionals). Eurostat's earnings survey only publishes pay by occupation at 1 digit, so this is the job's broader group. Enterprises with 10+ employees, 2022.
By country, at purchasing power parity (PPS/month), so countries with different price levels can be compared.
- Switzerland6,389
- Luxembourg5,274
- Ireland4,873
- Germany4,807
- Belgium4,799
- Denmark4,446
- Norway4,237
- Austria4,099
- Netherlands4,031
- Iceland3,875
- EU273,850
- France3,791
- Finland3,769
- Romania3,559
- Sweden3,416
- Spain3,413
- Slovenia3,326
- Italy3,305
- Cyprus3,271
- Lithuania3,221
- Croatia2,890
- Czechia2,871
- Malta2,825
- Poland2,783
- Hungary2,777
- Portugal2,755
- Latvia2,671
- Estonia2,599
- Bulgaria2,359
- Slovakia2,345
- Greece2,321
Source: Eurostat Structure of Earnings Survey (earn_ses22_21), every four years. The United Kingdom is not covered by the survey.
Outlook to 2035
Employment in the Business and administration professionals group according to Cedefop's 2026 forecast.
thousand · Cedefop Skills Forecast 2026 · 2026–2035: projection
Replacement demand is the jobs left by people retiring or changing careers — even a shrinking occupation can have many openings.
Related occupations
Sources: ILO WP140 (2025) · Eurostat lfsa_egai2d · Cedefop Skills Forecast 2026 · WEF Future of Jobs 2025 · ESCO. The exposure score measures how much of an occupation's tasks generative AI could perform — not whether the job disappears. For information only, not career advice. How do we calculate this?