{"id":12420,"date":"2023-09-05T18:40:54","date_gmt":"2023-09-05T18:40:54","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/from-defending-budgets-to-defending-jobs\/"},"modified":"2023-09-05T18:40:55","modified_gmt":"2023-09-05T18:40:55","slug":"from-defending-budgets-to-defending-jobs","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=12420","title":{"rendered":"From Defending Budgets To Defending Jobs"},"content":{"rendered":"
\n

Chief Strategy Officer & Co-Founder @ <\/em>Black Glass<\/em>.<\/em><\/p>\n

Forrester recently estimated that AI will replace 7.5% of agency jobs by 2030.<\/p>\n

I think the impact is going to be much more substantial. A few weeks ago, I shared with you the beginning of my research into AI and the impact on the marketing department.<\/p>\n

Quick reminder: I developed 73 job descriptions for 233 marketing roles and rated them based on their defensibility against automation. Jobs with scores of 2.5-plus were highly defensible, while those below 1.5 had lower defensibility. The average score was 1.67, with 16 roles (7%) being highly defensible, 99 (43%) medium and 118 (50%) low.<\/p>\n

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There\u2019s more to this story, though. I found some worrying indicators beyond the raw, unsettling proportions of replaceable marketing work. Folks: It\u2019s real dark!<\/p>\n

A Closer Look At The Data<\/h2>\n

Let\u2019s start with gender. The 136 women in the organization tended to hold jobs with less defensibility (average: 1.63) than the 73 men (average: 1.73). This \u201cdefensibility gap\u201d is smaller than the salary gap in this organization, where the men\u2019s average salary was $161,000 and the women\u2019s was $131,000.<\/p>\n

This is an objectively terrible situation. Not only are women underpaid, they\u2019re also holding jobs with fewer defenses against replacement. Yikes. Another recent study also found that AI is more likely to replace jobs held by women\u2014even beyond marketing.<\/p>\n

The story isn\u2019t much better when you look at tenure and education. Of the 217 people in jobs with a medium-to-low defense against AI replacement, 107 had over 10 years of experience, and 65 had MBAs. The average cost of an MBA is $61,800, totaling $4 million spent on additional education for all of those potentially replaceable jobs.<\/p>\n

When you roll it all up, the annual salary cost of the 99 jobs with medium defensibility is $15.4 million, and the 118 jobs with low defensibility is $12.8 million. Eliminating half the jobs from each category would yield annual savings of $14.4 million, representing a 10 basis point improvement in the company\u2019s net income.<\/p>\n

Further highlighting the potential impact on marketing, McKinsey reports that out of 16 business functions they analyzed, four functions\u2014including marketing and sales\u2014\u201ccould account for approximately 75 percent of the total annual value from generative AI use cases.\u201d<\/p>\n

What This Means For Companies And Employees<\/h2>\n

From a strategic point of view, this is an incredibly exciting moment. Companies that lean into artificial intelligence are likely to have a hiring advantage for high-potential talent, a competitive edge against their peers in terms of product differentiation and better unit costs, and will be able to unlock new, previously unreasonable ways of doing business. That much is obvious to anyone who has even dabbled with these tools and is supported by research.<\/p>\n

From a human(e) point of view, it\u2019s more complicated. Each slice of that graph is a livelihood, and the chart couldn\u2019t be a better depiction of inequality if it tried: Our research tells us that most of those jobs have a limited defense against replacement by a well-trained computer.<\/p>\n

Shifting Our Focus To Make Work More Meaningful<\/h2>\n

So \u2026 now what?<\/p>\n

I didn\u2019t do all of this research to just prove out a bleak future but rather to gain real clarity around the pitfalls and potential wins lying in plain sight.<\/p>\n

But this also somewhat misses the point: We should automate the work that gives us little joy and where humans have a limited advantage over a computer. We should replace what we automate with better, fulfilling, growth-oriented work. Consider how AI could free up your time to focus on things like:<\/p>\n

\u2022 Innovations that serve underserved and underrepresented communities.<\/p>\n

\u2022 Breaking the systemic problems and systems in place in advertising and marketing.<\/p>\n

\u2022 Developing and launching new (and more sustainable) products.<\/p>\n

\u2022 Creating deeper relationships with customers and partners.<\/p>\n

\u2022 Supporting psychological safety with and for peers.<\/p>\n

\u2022 Coaching teammates, building new skills and capabilities.<\/p>\n

\u2022 Impacting cultures and society toward forward change.<\/p>\n

\u2022 Deep learning and research.<\/p>\n

\u2022 Going home on time and\/or focusing on health and wellness.<\/p>\n

Unfortunately, most of us only have a playbook suited for a pre-AI world, and our job descriptions reflect that playbook.<\/p>\n

Thankfully, things like playbooks and job descriptions are well within our control. Better, more future-ready versions are within our grasp. We just need the will to make the leap.<\/p>\n

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?<\/em><\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Chief Strategy Officer & Co-Founder @ Black Glass. Forrester recently estimated that AI will replace 7.5% of agency jobs by 2030. I think the impact is going to be much more substantial. A few weeks ago, I shared with you the beginning of my research into AI and the impact on the marketing department. Quick […]<\/p>\n","protected":false},"author":1,"featured_media":12421,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-12420","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"\nFrom Defending Budgets To Defending Jobs | Brandiary<\/title>\n<meta name=\"description\" content=\"Chief Strategy Officer & Co-Founder @ Black Glass. Forrester recently estimated that AI will replace 7.5% of agency jobs by 2030. 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