“Positions within brands are a mix of internal and external hires,” he said.
At the same time, brands, especially in the fast-moving consumer goods sector, are culturally averse to big tech startups and nascent AI startups. This dynamic is driving a shift in the workforce, warranting a reduction in jobs focused on manual tasks such as reviewing content and iterating copies, according to the director.
However, “I don’t think brands have figured out how they’re actually going to acquire the technical talent they need to support these processes at scale,” the executive said.
