We have just entered the era of artificial intelligence (AI), but there is apprehension of massive job losses. According to several experts, sales and marketing will be the most affected by AI. According to LinkedIn’s 2024 B2B Marketing Benchmark report, 3 out of 4 B2B marketers in India are already using generative AI applications in their marketing activities.
Contrary to popular belief that generative AI will destroy jobs, some experts say it could be a blessing in disguise.
According to Deepan Dasgupta, partner at Deloitte Touche Tohmatsu India LLP, Indian employees in sales and marketing could see their salaries increase by nearly 60%. According to talent platform foundit, the integration of generative AI in marketing and sales would likely increase the demand for AI-related skills, leading to higher salaries for employees who possess these capabilities. “As AI takes over routine tasks, the value of human roles will shift towards creativity, strategy and high-level decision-making, which can further drive salary growth for those who excel in these areas,” said Sekhar Garisa, CEO of foundit. However, there may be disparities based on the ability to adapt and learn new skills, he added.
According to analysts, several organizations have significantly optimized their sales and marketing teams, by 20-25%. In total, more than 500 sales and marketing employees have been laid off in the last 18 months in various organizations.
According to Deloitte India, these are not entirely new jobs, but rather forms of employment that are changing and expanding. Some jobs in sales and marketing, especially those involving repetitive and routine tasks, can 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 AI/GenAI.” For example, a marketing/sales automation specialist implements AI-powered marketing campaigns, automates marketing processes, and improves customer engagement through personalized experiences. Other AI-driven jobs emerging in sales and marketing include: data analyst, content writer, forecasting manager, sales and marketing strategist, and customer engagement manager.
Experts said that to overcome the AI crisis, employees need to understand the fundamentals of AI and machine learning, such as “data analysis and visualization tools,” “rapid engineering with linguistic proficiency,” and “AI and NLP knowledge,” etc. Garisa, CEO of foundit, said that a sales and marketing strategist needs to understand AI applications, strategic thinking, data analytics, and leadership skills to stay in the game.
According to Sachin Sharma, Director, LinkedIn Marketing Solutions, “Job postings mentioning AI or Generative AI on the platform have more than doubled (2.5x) in India between 2021 and 2023. As a result, the most in-demand skills in marketing now include a balanced mix of technical expertise like SEO and digital marketing, along with essential soft skills like communication and analytical thinking.”
LinkedIn’s Deep Sales study highlighted that artificial intelligence is the fastest growing digital skill for CMOs globally. Deep Sales in India are 2.4 times more likely than others to use AI to connect with colleagues who know relevant stakeholders.
“The role of AI is to improve productivity and efficiency, allowing professionals to focus on higher value-added activities that require human insight and innovation. This synergy between AI and human capabilities fosters a more dynamic and efficient work environment, generating better business results,” said the CEO of foundit.
