We are just entering the age of artificial intelligence (AI), but concerns about large-scale job cuts are growing. According to several experts, sales and marketing will be most affected by AI. According to LinkedIn's 2024 B2B Marketing Benchmark Report, three in four B2B marketing leaders in India are already using generative AI applications in their marketing efforts.
Contrary to the common belief that generative AI will take over jobs, some experts argue that it could be a blessing in disguise.
According to Deepan Dasgupta, partner at Deloitte Touche Tohmatsu India LLP, salaries for employees in sales and marketing in India could rise by nearly 60%. Talent platform Foundit said the integration of generative AI into marketing and sales could increase demand for AI-related skills, boosting salaries for employees with these competencies. “As AI handles routine tasks, the value of human roles will shift towards creativity, strategy and advanced decision-making, potentially further increasing salaries for talent who excel in these areas,” said Sekhar Garitha, CEO, Foundit. However, he added that disparities could emerge based on the ability to adapt and learn new skills.
According to analysts, some organizations have significantly optimized their sales and marketing teams by 20-25 percent. In total, over 500 sales and marketing employees have been laid off across various organizations in the past year and a half.
Deloitte India said entirely new jobs are not being created, but rather jobs are being modified and expanded. Certain jobs in sales and marketing, especially those involving repetitive and routine tasks, could be automated and replaced by AI.
According to Dasgupta, “Over 30% of the tasks currently performed by sales and marketing professionals will be augmented or eliminated with the help of AI/GenAI.” For example, marketing/sales automation specialists will execute AI-driven marketing campaigns, automate marketing processes, and enhance customer engagement through personalized experiences. Other AI-focused roles emerging in sales and marketing include data analysts, content writers, forecasting managers, sales and marketing strategists, and customer engagement and managers.
To overcome the AI crisis, experts said employees need to understand the fundamentals of AI and machine learning, including “data analysis and visualization tools,” “rapid engineering with language skills,” and “AI and NLP knowledge.” Galisa, the foundit CEO, said sales and marketing strategists need to understand AI applications, strategic thinking, data analysis, and leadership skills to stay ahead of the competition.
According to Sachin Sharma, Director, Marketing Solutions, LinkedIn, “From 2021 to 2023, job postings mentioning AI or generative AI on the platform in India have more than doubled (2.5x). As a result, the most in-demand skills in marketing now include a balanced mix of technical expertise, such as SEO and digital marketing, and critical soft skills, such as communication and analytical thinking.”
LinkedIn's Deep Sales highlighted that 'Artificial Intelligence' is the fastest growing digital skill among CMOs across the globe, with Deep Sellers in India being 2.4 times more likely to use AI to connect with colleagues who know relevant stakeholders than other countries.
“The role of AI is to increase productivity and efficiency, allowing professionals to focus on higher value activities that require human insight and innovation. The synergy between AI and human capabilities fosters a more dynamic and effective working environment, resulting in better business outcomes,” said the Foundit CEO.
