A Shift in the Advertising Industry Job Market: The New Landscape of Skills and Roles
As 2025 draws to a close, the advertising industry in the U.S. finds itself in a precarious position, with job numbers reflecting a decline. According to the Bureau of Labor Statistics, the sector saw a reduction of 3,700 jobs year-on-year. This downturn primarily stems from significant job cuts at the industry’s largest players. However, amidst this challenging environment, ad agencies continue to seek talent—albeit with a shifting focus on the skills they require.
The Role of Generative AI
One of the most transformative influences in the ad industry job market is the emergence of generative AI tools. These innovative technologies are reshaping the capabilities that agencies expect from candidates. “Technical literacy is table stakes at this point, and AI fluency is an expectation,” asserts Javier Santana, Chief Strategy Officer at Chemistry, a full-service agency. He emphasizes that the industry is moving beyond traditional hiring norms, demanding candidates to adapt to this new reality.
Changing Hiring Criteria
Christofer Peterson, Chief People Officer at another agency, notes that there is a conscious effort to step away from a one-dimensional, credential-based hiring process. Instead, agencies are now prioritizing skills that align more closely with technological advancements. For instance, agencies like PMG have reported significant hires in roles associated with software development, engineering, and AI automation—fields deemed critical for future growth.
In 2025, PMG filled 190 roles, with a noteworthy 80 of these being “early career” positions. Chief People Officer Stacey Martin confirms plans to maintain this hiring momentum into 2026, launching a focused search for talent equipped with AI-related competencies.
The Interview Process: AI Takes Center Stage
AI expertise has become a focal point during the interview process. Alexa Bazanos, the Head of HR at agency Kramer-Crasselt, highlights that applicants must demonstrate not only familiarity with AI but also their capacity to apply it effectively within their roles. This aligns with broader trends; data from a January report by LinkedIn predicts that 70% of workplace skills will evolve by 2030, with C-suite executives viewing accelerated AI adoption as a key priority.
Candidates are now expected to provide concrete examples of using AI and demonstrate their unique perspectives. “Applicants relying too much on AI tools can raise a red flag,” explains Sarah Smith, Talent Enablement Senior Director at PMG, indicating that creativity and independent thought remain invaluable.
The Importance of Soft Skills
While technical skills are essential, the emergence of AI has prompted agencies to prioritize soft skills—often misunderstood as mere ‘fluff.’ Peterson argues these skills, including creative thinking, problem-solving, and conflict resolution, are increasingly crucial. AI may automate various tasks, but the human judgment required to leverage these tools effectively continues to be indispensable.
A Broader Talent Search
As agencies adjust their hiring strategies, they are also broadening their search for talent. While traditional portfolio schools remain on the radar, there’s a noticeable inclination toward institutions with cutting-edge programs in AI. Martin points to schools like the University of Texas, which offer dedicated AI coursework, as vital sources of new talent. This shift highlights a growing demand for candidates who are not just equipped with conventional skills but are also prepared to navigate the future landscape shaped by technology.
The Future of Junior Roles
Despite concerns that AI might reduce hiring at junior levels, Bazanos asserts that the agency’s commitment to these roles remains unchanged for now. However, as the industry continues to evolve, the outlook for junior positions may become less certain. Trends suggest that the push for efficiency through AI may lead to a reevaluation of early career staffing and training investments.
Recent surveys indicate that a considerable percentage of Chief Marketing Officers (CMOs) anticipate AI and technology to reduce headcount in the coming years, prompting apprehension among prospective candidates about the viability of entry-level opportunities. While Bazanos believes junior hiring will sustain in the immediate future, she warns that the landscape is subject to change.
Conclusion: Navigating an Uncertain Future
The ad industry job market is undeniably at a crossroads. As companies embrace new technologies, they are redefining their expectations for skills and competencies. While the immediate future appears challenging, there is a sense of cautious optimism that the right blend of human insight and technological prowess can not only sustain but ultimately revitalize the sector. Understanding these dynamics will be crucial for both job seekers and employers as they navigate the complexities of this evolving landscape.
