What the research says about marketing jobs

Module 3: The calls that stay yours, and your next move

Course outline

Quick check

Guess first, no penalty. Since late 2022, what has happened to unemployment for workers in the jobs where AI is used most?

Anthropic's study Labor market impacts of AI (Maxim Massenkoff and Peter McCrory, 5 March 2026) measured observed exposure: the share of a job's core tasks people actually use AI for. Its Figure 3, "Most exposed occupations", lists market research analysts and marketing specialists at 64.8%. "Covers a task" means AI is used for it, not that the job is gone.

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