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AI… this is not just the new normal, it’s the beginning of a completely new economy.
Things will not get better in the job market, they will get worse.
My first layoff was during the big recession in 2008 and that market was dismal, but the current one is much much much much worse. So this is, as someone else stated, the worst I’ve ever seen. However, I do think the market will recover and jobs will reappear. And many people will have left the industry for greener pastures in the interim. I think AI is coming for us, but not to the point yet where jobs will substantially reduce right now. No, I don’t think it’ll ever be like it used to be. But also, no, I don’t think the game is over yet.
I love this take but i fear it reads like romantasy
It's not just advertising. The fed chair just came out and admitted that the private sector added net zero jobs over the last quarter (iirc).
So things are generally bad, but not because the industry is inherently insolvent or anything that catastrophic. Granted, things might get worse before they get better.
I think if you are senior (but not too senior), understand a lot of different things that are valuable right now (performance marketing, paid social, Ai personalization at scale into workflows, retail media, - basically the not so sexy stuff that companies are pouring money into) you will be ok. The current world is about proving value. Being able to take creative and scale it effectively vs being great tv spot creatives. The unfortunate thing is it takes experience to get here. According to a bunch of reports, CD roles are growing and so are senior roles that can do more with less. So I think the shift is also related to what skills you have. Ai can make stuff, but it needs a human to command the output and then how all of the stuff above is actually connected and consistent. A little bit of strategy, classic creative storytelling, tech stack knowledge, performance analytics, social algorithm best practices, production acumen (I see creative directors editing/producing some things themselves in this market), design sensibilities all wrapped up in one role. It’s a lot to ask but if you can gain these skills, and also show business/performance impact in your book, you will do ok. I just worry for the junior makers being cast aside for ai. The next generation of leaders are being sacrificed right now.
The industry is shrinking. Eventually we will hit an equilibrium. In the meantime some people will have to transition to a different career path. I hope I’m not one of them.