AI is changing the industry – but it won't create your future leaders

Entry level jobs in the industry are on the decline. And while AI has a part to play, it's definitely not the sole culprit. Wider factors like business caution and economic uncertainty have left the pipeline of junior talent at risk.

But one thing agencies shouldn't do, urges our CEO of Performance and Commerce Hannah Kimuyu, is use AI as a stand-in and hope senior talent can cover the rest.

"Agencies that evolve their junior roles around AI will build teams that are not only more efficient, but more resilient. These are people who can adapt, apply tech effectively, and think beyond the task list," she argues.

Read Hannah's full piece for Performance Marketing World's PMW Squad series here.