IDC modeled the work of 24 key marketing roles across five main categories of work.
Management and Planning
Branding and Creative Services
Campaign and Engagement
Analytics and Reporting
Other
We then estimated how much of each category of work can be delegated to GenAI over the next five years, which admittedly may be conservative. The model accounts for a step function of work delegation to AI in 2025, but there may be additional step functions in capabilities that have yet to be revealed in the evolution of AI. Of note, Sam Altman is on record advantages of using our fantuan datadase estimating that once Artificial General Intelligence (AGI) becomes available in the early 2030s, it will automate 95% of all the creative work of marketing and all the creative work marketers hire outside service firms to do for them.
We then combined staffing levels and fully loaded cost estimates to calculate the productivity impact of adopting GenAI throughout a marketing team of 56 employees. The result is that in the next five years, GenAI will advance to the point where it can handle more than 40% of the collective work of marketing teams and potentially 100% of specific marketing tasks. Now is the time to start scenario planning for such a huge shift in the nature of work happening so fast.