Will AI Replace Marketers? (And How to Make Sure It Doesn’t)

7 min read | Sep 24, 2025

By Marta Gongos

AI will replace tasks, not marketers. While generative AI has become a core tool of the trade, it can’t replace human creativity. To maintain their competitive edge, professionals must learn to leverage AI as a co-pilot and prepare for hybrid roles in marketing. 

Artificial intelligence has changed marketing as we know it, but it’s not as dystopic as some might fear. While GenAI tools like ChatGPT have become increasingly sophisticated, they still:

• Have a limited understanding of context, tone, and nuance
• Lack true originality and emotional resonance
• Show errors, hallucinations, and a lack of common sense
• Struggle with strategic thinking and complex decision-making

So, while AI may automate many routine marketing tasks, it also creates more opportunities for those who can adapt. The industry now demands a new breed of marketer: one with both AI skills and human creativity. 

So, how do you position yourself for these emerging hybrid roles in marketing? Keep reading to discover the game-changing strategies that will make you irresistible to employers.

What Do Hybrid Roles Mean?

Hybrid roles combine what used to be separate jobs into one. In tech-driven industries, they often emerge when companies need professionals who can bridge the gap between new tools and existing skills. 

Hybrid roles in marketing are positions that either:

1. Work across multiple departments, i.e., Conversion Rate Optimization Specialists (Technical + Strategic + Client-Facing)
2. Combine traditional and digital skillsets for a synergistic strategy, i.e., Social Ads Manager (Paid Ads + Social Media Management)

Note: Hybrid roles can also refer to work arrangements combining in-office and remote work. But in this context, we’re focused on skill-based hybrid positions!

Image Source: Shutterstock

Examples of Emerging Hybrid Roles in Marketing

What Are the Must-Have Generative AI Skills for Marketers?

Marketing positions today require generative AI skills like prompt engineering, data analysis, workflow automation, and more. These skills enable digital marketing professionals to create personalized campaigns and streamline workflows. 

To demonstrate your AI expertise, highlight these skills: 

• AI software selection. There are thousands of AI-driven marketing technology products. The best marketers know how to select which platforms best suit their needs.
• Prompt engineering. AI-enabled tools are only as effective as the instructions they receive. Marketers must learn how to write clear, strategic prompts to create high-quality AI-generated content.
• Output refinement and editing. More often than not, AI-generated content still requires human refinement. It’s on you to ensure outputs are on-brand, accurate, and emotionally sound.
• Data management skills + analysis. Extracting and making use of insights from AI-driven analytics is essential, especially for SEO and now Answer Engine Optimization (AEO).
• Ethical considerations + compliance. Understanding how to use AI responsibly is non-negotiable. Potential errors and AI hallucinations make you vulnerable to copyright, bias, and data privacy issues if left unchecked.
• Workflow automation. Many senior marketing leaders rely on tech-savvy hires to develop AI solutions to accelerate routine tasks and improve efficiency. Even if you’re just automating your own work, learning AI automation will save time, reduce errors, and let you focus on higher-value, creative tasks.

Embed: Shutterstock

How to Position Yourself for Hybrid Roles in Digital Marketing

With GenAI tools readily available, marketing teams increasingly seek professionals equipped with AI marketing skills. To stand out and stay ahead, you need a new set of strategies. Here’s how to position yourself for success. 

Upskill with AI Marketing Skills

If you haven’t yet, now’s the time to learn GenAI tools. ChatGPT, Gemini, and Claude are free to use (albeit limited), so you can experiment without upfront costs. You can also enrol in certification courses on Coursera, Udemy, or Google to further boost your resume. 

Learn more: Digital Marketing Upskilling to Boost Your Career

Update Your Resume

Your resume needs to signal you’re a hybrid marketer. For that, highlight both your AI tool adoption and creative skills. Using clear, simple language, highlight your experience with AI and your specific marketing specialization. 

• Lead with keywords like “prompt engineering,” “automation,” or “AI specialist” to grab attention and optimize for applicant tracking systems. 
• For every AI tool you mention, pair it with a uniquely human result. For example, you might say, “Used AI for initial content generation, then applied brand voice expertise to achieve 40% higher engagement rates than previous campaigns.” 
• Update job titles to reflect hybrid roles. Personalize each application depending on the job requirements.
• Create distinct skill sections for your AI-related skills and traditional, human-centric marketing expertise to show you’re strong in both areas. 
• Quantify results whenever possible to communicate your value more concretely. 

Tip: Many marketing leaders and HR professionals mention familiarity with specific tools in their marketing job posts. Highlight the ones you have experience with, but don’t exaggerate! If you claim expertise you don’t have, you might be asked to demonstrate it in an interview or on the job, which could harm your credibility and chances of getting hired.

Build a Hybrid Portfolio

Most marketers create specialized portfolios that focus on either creative work or technical skills. Since marketing operations now demand hybrid professionals, your portfolio must follow suit. 

Prepare for Interviews and Assessments

While not all marketing directors and HR leaders have adopted AI tools yet, they’re now common enough that you should be prepared to discuss your AI skills confidently. 

Interviewers are likely to ask you questions like: 

• How have you used AI tools in past campaigns or projects?
• Can you give an example of combining AI-generated content with human creativity?
• Which AI platforms are you familiar with, and how do you choose which to use?
• How do you ensure AI outputs align with brand voice and strategy?
• Describe a time when AI helped you improve campaign performance or workflow efficiency.

Anticipate assessments that test your ability to use AI as well. In general, recruiters will focus on how well you refine AI-generated content, but some may test your prompt engineering or AI workflow instead.

Key Takeaways

• AI is here to stay, but to augment, not replace. Your job is safe as long as you adapt and maintain creativity, strategic thinking, and human insight. 
• Digital media teams, marketing departments, and agencies are increasingly restructuring to make way for hybrid roles. 
• GenAI skills are now a baseline expectation for many roles in marketing. 
• To remain competitive, applicants must position themselves strategically as hybrid professionals.

Are You Ready for Hybrid Roles in Marketing?

Hybrid roles in marketing are everywhere, and you could be the next one hired! At Ad Culture, we help marketers like you stand out, land interviews, and get hired. 

Send us your resume today, and we’ll work with you to showcase your AI skills and creativity, then connect you with employers who need exactly what you offer. Your new role is just around the corner.