The industry is changing fast as new technology, particularly AI, absorbs old roles (but opens up new ones too). As people rush to stay relevant, there’s more than a little guesswork involved in figuring out where they should be focussing their upskilling efforts. Are we past the ‘you need to code’ push now that ChatGPT appears to have that covered? Should we be swapping copywriting for prompt writing? Or will we see a rise in the more touchy-feely people-centric roles that AI still can’t replicate?
LBB’s Alex Reeves hears about the new job titles that agencies and creative businesses have added to their teams or are considering adding and why, discussing the roles you might see popping up on your LinkedIn feed this year with leaders in the game, including MSQ’s Group Strategy Lead for AI and Automation, Pete Trainor.
Pete Trainor – Group strategy lead for AI and Automation at MSQ
2023 threw open a lot of complicated decisions due to the commercial arrival of ‘generative AI’. For those people out there who might have hibernated last year, generative AI is a form of prompt-led interaction that creates words, code, images, and video from a ‘prompt’, or command in old-speak.
There’s been a lot of focus on the craft skills like art, copy and production output changing, but I think that fad will pass quickly when the industries realise the creative aspect of the output isn’t as good as the detail a human can create. There’s a growing recognition of the value in roles that AI cannot easily replicate – those that require emotional intelligence, creativity, and a human touch. But I do think the question arises: is the era of emphasising coding skills over now that AI can handle increasingly more complex programming tasks? Perhaps our focus should shift towards learning how to effectively interact with AI, such as mastering prompt writing to guide these advanced systems?
At MSQ, we’re putting a lot of energy into upskilling our staff to confidentially be able to navigate when AI is appropriate and ethically acceptable, and when it’s not. We’re also investing in training to make sure we have the right levels of intelligence within the people, not just the machines. We’ll see more weight on: data scientists and analysts, user experience (UX) designers, content strategists with AI prompting skills, cybersecurity experts, change management specialists, prompt engineers and creative technologists who can help clients navigate the blend of options and opportunities.
Read the full article on LBB here.