The marketing industry is undergoing a seismic shift, and the impact on jobs could be profound. From New York to New Delhi, marketing technology—MarTech—is reshaping roles at a rapid pace. Artificial intelligence (AI), automation, and data analytics tools are transforming how campaigns are created and executed, raising concerns about job security for marketers globally, including in India. Industry experts caution that while technology offers new opportunities, it also poses real risks to traditional roles. The data is clear, and influential voices are weighing in with urgency.
Consider a busy ad agency in Mumbai, once filled with creative teams crafting campaigns, now quieter as AI tools like ChatGPT, Grok, and Gemini generate slogans in seconds. This isn’t a distant future—it’s happening now. Globally, the implications are significant. A 2024 MIT News study revealed that technology has eliminated more U.S. jobs than it has created since 1980, with marketing tasks like data entry and customer segmentation increasingly handled by machines. The World Economic Forum adds to the concern, estimating that 40% of working hours could be automated by AI, potentially leaving many marketers searching for new paths.
In India, the effects of martech are unfolding more gradually but are no less concerning. While specific data on marketing job losses is limited, related sectors offer clues. A HfS Research study projected a 7-10% reduction in IT jobs due to AI and automation, a trend that could spill over into marketing given its reliance on tech infrastructure. Rene E. Menezes, President and Co-founder of Involve Asia, shared in a 2022 Tech Wire Asia interview: “Companies are cutting back on hiring for different roles across the board, and marketing is no exception.” The pressure is already evident; a March 2024 India Today report highlighted significant layoffs in India’s tech sector, with AI tools like ChatGPT playing a role. Insiders worry marketing could be next.
There’s a silver lining, however. Scott Brinker, VP at Hubspot and a leading voice in martech, told McKinsey: “Marketing has fundamentally become a technology-powered discipline, and it’s leading to the rise of new kinds of marketing professionals.” This suggests new opportunities for those who can adapt, such as roles requiring skills in coding, data analysis, or AI management. But for traditional marketers, the outlook is less certain. A Skyword article identified roles like Digital Marketing Manager and SEO Specialist as at risk, noting that digital skills are becoming standard rather than specialized. In India, adoption of martech is slower—over 66% of marketers spend less than 15% of their budgets on it, compared to a global average of 25.4%, according to a Mirum India report. This lag might buy some time, but it’s not a long-term solution.
The data underscores the challenge. Globally, martech spending reached $121.5 billion in 2021, per MarTech.org, driving tools that can perform human tasks with greater efficiency. In India, the LinkedIn 2025 Skills Report highlights a growing demand for expertise in machine learning and data science, signaling a shift that could leave traditional marketers behind if they don’t upskill. Jason Heller, McKinsey’s global digital marketing lead, noted in a report: “Marketing technology is leading to the creation of new roles like marketing technologists, who are hybrid professionals combining marketing and technical skills.” For those with tech skills, this is promising; for others, it’s a steep learning curve.
Opinions in the industry are divided. Michael Shattuck of Widen Consulting wrote in MarTech Advisor: “The dynamics of trust and mistrust will drive MarTech to the present and will continue to shape its future in specific ways.” This suggests human elements like trust could still play a role, giving marketers a chance to stay relevant. However, the ADMA Marketing 2025 report predicts a decline in traditional tasks like email marketing, with a rise in demand for skills in neuromarketing and machine learning. For many marketers, adapting to these changes will be essential.
India’s martech landscape presents a unique challenge. While global companies invest heavily in technology, Indian marketers are more cautious. This slower adoption might delay widespread job impacts, but it also means Indian marketers risk falling behind global trends. A 2024 India Today article warned: “AI will hit jobs in the Indian IT sector, but companies can also be ethical about job cuts.” Ethics aside, the reality is stark for marketers replaced by tools that can produce 100 ads in an hour.
The human impact is already being felt. In Bangalore, a laid-off creative director—let’s call him Raj—shared anonymously: “I spent 15 years building campaigns. Now a machine does it in minutes. Where do I go?” His story resonates across LinkedIn posts and agency conversations. Globally, the MIT data points to a long-term trend of job displacement, with marketing roles increasingly vulnerable. The WEF’s 40% estimate hangs heavily, and India’s IT sector cuts—7-10% per HfS—suggest a similar trajectory for marketing.
Still, there’s room for optimism. Brinker’s vision of “new professionals” and Heller’s focus on “hybrid roles” offer a path forward for those willing to adapt. In India, where tech talent is abundant, upskilling could be a game-changer. The LinkedIn report’s top skills—data science, AI, digital marketing—point to a future where tech-savvy marketers thrive. But for every professional who transitions, others may struggle. Menezes’ observation—“cutting back across the board”—indicates widespread challenges.
What’s the outlook as of March 31, 2025? Martech is a transformative force, cutting some jobs while creating others. Globally, and in India, data highlights the risk of displacement; signaling a growing concern. Though one thing is certain: martech is reshaping the industry, and adaptation is key. For India’s marketers, the message is clear—embrace technology, or risk being left behind.
