The U.S. ad industry job market faced challenges at the end of 2025, with a loss of 3,700 positions, driven largely by job cuts at major agencies. While agencies continue to hire, the skills sought are evolving, with a strong emphasis on generative AI competency. As Javier Santana from Chemistry noted, “AI fluency is an expectation,” pushing firms to pivot from traditional credential-based hiring to focus on modern skill sets. Firms like PMG and Kramer-Crasselt are increasingly prioritizing roles in software development, engineering, and AI application. Agencies are now targeting candidates from forward-thinking educational institutions that teach AI integration. While junior positions remain available, concerns about their sustainability persist, with 36% of CMOs predicting declines in workforce headcounts due to AI. Employers are also emphasizing soft skills alongside technical abilities, recognizing that creative and critical thinking are vital in an AI-driven landscape. For those looking to enter the ad industry, AI literacy is essential.
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