How the rise of AI technology is transforming the digital marketing Labour market.

Alla Lvovich (New Zealand)

Alla Lvovich (New Zealand)

Senior Enterprise Relationship ManagerPure SEO

  • Breakout Room 1 - 3.04

This session will be based on my Master's dissertation research, which encompasses an in-depth analysis of AI's impact on the labour market, focusing on the global and New Zealand digital marketing industry. As a part of my research, I've interviewed New Zealand businesses and recruiting agencies to see how they use AI technology and how it changes the job market.
My research covers the following areas.
• Factors influencing the diffusion of AI: Setting the stage by understanding the variables that affect the integration of AI in the marketing industry.
• AI in the marketing industry: How AI technologies are currently being deployed and integrated, and the resulting changes in skill sets.
• Benefits and use of AI in Digital Marketing: After establishing what AI is and how it's used, delve into its benefits and the value it adds to marketing operations.
• Implications of AI for the Digital Marketing Labour Market: Now that the audience understands the what and the why, discuss the broader implications of AI's adoption on the global labour market.
• Concerns and challenges of AI: After discussing the benefits and implications, balance the argument by exploring the ethical and operational difficulties accompanying AI adoption.
• Future implications and research gaps: Conclude by looking at what lies ahead, identifying areas that require further research, and providing some actionable recommendations