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The world of work is changing as highly skilled jobs, including the role of the marketer, with the rise of artificial intelligence (AI) set to impact 40% of all jobs and 60% of those within advanced economies. However, the chief executive of the World Federation of Advertisers (WFA), Stephan Loerke, says that marketers are excited by the technology and its impact on their roles rather than fearing it.
Analysis from the International Monetary Fund has claimed that AI integration will support roughly half of roles to improve productivity, while the other half may take over functions previously carried out by humans.