Will AI Replace Marketing Jobs in Colombia? Here’s What to Do in 2025

For marketers in Colombia, AI is no longer a distant threat but a strategic lever: PwC 2025 AI business predictions warn that making AI intrinsic to your company drives value at scale - think 20–30% gains in productivity and speed - and even suggests AI agents could double a knowledge workforce, turning routine briefs into usable first drafts.

Global analysis also finds AI is making workers more valuable and shifting job mixes, so marketers who learn to orchestrate human–AI teams will win local share as digital-first competitors accelerate (PwC Global AI Jobs Barometer (June 2025)).

Real-world wins - from faster analytics to improved customer experiences in government and industry - are catalogued by Microsoft's AI case studies, including examples in Colombia, underscoring that hands-on skills matter; Colombian marketers can close the gap with practical training like Nucamp's AI Essentials for Work syllabus (Nucamp), a 15‑week course that teaches promptcraft and workplace AI use cases.

The choice is clear: adopt a strategy, not just tools, to protect and grow marketing careers in 2025.

“Top performing companies will move from chasing AI use cases to using AI to fulfill business strategy.” - Dan Priest, PwC US Chief AI Officer

AI is quietly remapping marketing job descriptions across Colombia: generative tools are automating repetitive content and processes - Rappi's use of generative AI lifted engagement by 20% and Bancolombia's internal deployments sped application processing - which means writers, ad ops and campaign managers spend less time on grunt work and more on strategy and orchestration.

Local studies show momentum but also friction (Fedesoft finds 31% of Colombian software firms now prioritise generative AI, while a Universidad de los Andes study flags a 38% talent gap), so marketers who learn to run AI agents, validate model outputs, and design human-in-the-loop workflows will be in demand.

Globally, ad ops is being reshaped by purpose-built automation (not one-size-fits-all tools) and startups are racing to automate trafficking and creative variants, while campaign managers still log roughly 10+ hours a week on manual optimizations - time that can be reclaimed for higher-value work.

Practical next steps include piloting agentic tools on one campaign, pairing them with strict QA, and upskilling on prompt engineering and privacy-aware data handling to keep Colombian teams competitive.

Read Nivelics' look at generative AI in Colombia, Google Cloud's catalog of real-world use cases (including Colombian firms), and DoubleVerify's 2025 insights for industry context.

“Campaign managers are often trapped in reactive workflows, acting more like hands-on campaign facilitators than strategists.” - Mark Zagorski, CEO of DoubleVerify

In Colombia the most exposed marketing tasks in 2025 are the repetitive, surface-level jobs that automation and AI can standardize: mass mailing and one-size-fits-all newsletters, basic product recommendation setups, manual segmentation and routine reporting - areas where Connectif's study shows many firms are already “automating” but not yet extracting real value.

75% of eCommerce teams still lean on automation mainly to send newsletters, while just 37.6% track anonymous visitors even though roughly 80% of site traffic goes unidentified - a blind spot that hands easy wins to systems that stitch first‑party signals across email, web and WhatsApp.

AI is taking over low-complexity tasks too (48% of brands use it for recommendations and 31% for segmentation), and most businesses have fewer than ten active workflows, so campaign setup, basic creative variants and trafficking tasks are the likeliest to be replaced or offloaded to agents.

Read the full Connectif report for the regional breakdown and review practical toolsets in the Top 10 AI tools for Colombian marketers to plan safe reskilling steps.

Marketing roles that stay resilient in Colombia are those that translate technical advantage into market value: product marketers and storytellers who can turn Fluvia's real‑time river‑water monitoring or Lynks' LYNKBOX live‑tracking into clear farmer benefits; partnership and BD leads who connect startups to programmes like the Colombia ClimAccelerator green business accelerator program; and strategists who design ethical, human‑in‑the‑loop AI workflows rather than hand off decisions to models.

CleantechHUB's emphasis on capacity building and

communicating technical ideas to investors

shows why roles focused on investor relations, sustainability comms and ecosystem orchestration will command value even as routine tasks automate away.

Practical resilience also comes from tooling fluency - pairing local market instincts with AI toolkits - so consider skilling on tool stacks (see the Top 10 AI tools for Colombian marketers in 2025) and testing prompts on small pilots (Top 5 AI prompts for Colombian marketing professionals in 2025) - one well‑told product story can unlock funding and customers faster than any single model.

A vivid sign: startups in the ClimAccelerator that learned to pitch technical outcomes secured large rounds, proving that marketing that links tech to real economic impact stays indispensable.

Colombia's AI story is a study in contrasts: consumer adoption is high - surveys show Latin American use at 65% with Colombia near the front - yet firm-level adoption is uneven, leaving pockets of big opportunity and real risk for marketers who move slowly; read the regional consumer data on AMI's summary of Bain findings (AMI summary of Bain findings on Latin American consumer AI use).

Tech leaders and startups are racing - Fedesoft reports about 31% of Colombian software firms now prioritise generative AI - while the Inter‑American Development Bank finds only about 6% of manufacturing firms have adopted any AI (roughly half the U.S. adoption rate), a vivid reminder that many companies are still at the starting line.

Regulation is catching up but remains a patchwork: CONPES 4144 sets national policy goals (ethics, talent, infrastructure) even as multiple bills circulate and guidance from regulators is still settling (White & Case AI Watch: Colombia regulatory tracker).

For marketers, that means local dynamics - fast consumer readiness, uneven corporate uptake, a clear talent gap - create a strategic window to pilot AI-driven personalization and measurement now, while building compliant, explainable workflows that scale as rules and adoption solidify (Nivelics and Fedesoft analysis of generative AI adoption in Colombia).

“Generative AI is geared towards creativity and generating innovative content, deploying new opportunities in fields such as art and design.” - Ximena Duque, Executive President of Fedesoft

Practical 0–18+ month action plan: start small and measurable - months 0–3 run a focused 6‑week pilot on one high‑value campaign, test 2–3 tools from a vetted shortlist (see Ringover's Top 21 AI marketing tools) and A/B your prompts to measure CTR, CAC and time saved; a vivid quick win to aim for is using a repurposing tool (for example, Distribution.ai can turn one long asset into 40+ platform‑optimized pieces) so one report becomes an omnichannel engine.

Months 3–9 formalize the wins: wire successful pilots into automated workflows (Zapier, HubSpot, Mailchimp, Google Ads smart bidding are common integrations), add human‑in‑the‑loop QA, baseline privacy and data quality checks, and run cohort training for content creators and campaign ops - use short practical courses and prompt labs (try Nucamp's prompt testing ideas) rather than long theory-heavy programs.

Months 9–18+ scale what works: build a CDP‑aware measurement stack, codify prompt playbooks, shift roles toward orchestration and strategy, and set annual learning budgets so teams keep up with new tools.

Track outcomes in simple dashboards (conversion lift, hours reclaimed, error rate) and repeat the cycle - fast pilots, disciplined QA, then scaling - so Colombian marketers convert early opportunity into measurable business value without betting the farm on any single tool.

Concrete skills for Colombian marketers start with prompt engineering - learning few‑shot, chain‑of‑thought and self‑consistency techniques so AI outputs are reliable and on‑brand - and extend into LLMOps: choosing the right model, fine‑tuning or retrieval augmentation, deploying on scalable infra and monitoring with responsible‑AI checks.

Practical priorities are clear: build prompt playbooks and run A/B prompt tests on small pilots (measure CTR, CAC and hours saved), add human‑in‑the‑loop QA for high‑risk content, and instrument models with simple MLOps metrics so performance and hallucinations are visible.

Use CMSWire's primer on prompt engineering for hands‑on techniques, pair that with InfoQ's deployment best practices for production‑grade LLMs, and consult local guidance like Nucamp's Top 10 AI tools for Colombia to map tools to business needs.

A memorable rule of thumb: treat each prompt like a brief - add context, examples and format rules - and a single well‑crafted prompt can yield dozens of usable ad and social variants in minutes, freeing teams to focus on strategy, not repetitive editing.

Hiring and compensation in Colombia are heading toward a skills‑premium market: PwC's 2025 Global AI Jobs Barometer shows AI‑skilled workers earned a 56% wage premium in 2024 and roles exposed to AI grew 38%, so local employers will likely pay noticeably more for marketers who can run AI agents, validate outputs, and craft human‑in‑the‑loop workflows rather than only produce one‑off copy; degree boxes matter less as hiring shifts to skills-based profiles and on‑the‑job prompt/LLMOps fluency.

The practical playbook for Colombian teams is clear - reprice senior roles to reflect AI orchestration, create paid internal apprenticeships and short learning tracks, and lean on partners that teach hands‑on tool use (see PwC 2025 Global AI Jobs Barometer report and Nucamp AI Essentials for Work bootcamp syllabus) so talent stays current without expensive external hires.

A vivid sign: the 56% premium can transform compensation bands quickly, making upskilling an employer's fastest route to talent retention and measured ROI.

“In contrast to worries that AI could cause sharp reductions in the number of jobs available – this year's findings show jobs are growing in virtually every type of AI-exposed occupation, including highly automatable ones.” - Joe Atkinson, Global Chief AI Officer, PwC

Agencies and marketing leaders in Colombia should treat AI adoption as an organizational change program, not a one-off tool rollout: invest in short, outcome-focused reskilling tracks like the upskilling and reskilling programs used by Davivienda to move people into new roles while keeping culture intact (Davivienda upskilling strategy HBS case study); create a dedicated training function that uses AI-driven diagnostics to map real skill gaps and curate hands‑on labs and prompt practice rather than long theory courses (use the playbook in the Quartz guide “5 ways to prepare employees for AI” to prioritize automation, training and innovation); run rapid pilots and internal hackathons so teams can apply new skills to customer journeys and measurement, and instrument outcomes (conversion lift, hours saved, error rates) to prove ROI; and lead with transparency and employee involvement - explain what AI will do, solicit feedback, and pair models with human-in-the-loop checks so trust grows as capability scales (Great Place To Work research on AI augmentation best practices).

Blend selective hiring with internal apprenticeships, measure trust and learning outcomes, and reward people for orchestration skills so agencies convert Colombia's fast consumer readiness into durable competitive advantage (Great Place To Work research on AI augmentation best practices, Quartz guide “5 ways to prepare employees for AI”).

Small, repeatable actions win faster than grand plans - for Colombian marketers, start with three micro‑tasks this week: (1) run a 48–72 hour “AI audit” by trying a short AI‑detox day to see which steps really need tools and which train core skills (the Webasha experiment shows creativity and focus often improve after a short break); (2) A/B two prompt variants on a single high‑value asset - use Nucamp's prompt‑testing approach to measure CTR, CAC and hours reclaimed rather than guessing what “works”; and (3) repurpose one long asset into many platform‑optimized pieces (one practical playbook turns a single report into 40+ social and ad variants), then add a human‑in‑the‑loop QA pass for any customer‑facing output.

Pair each micro‑task with a simple metric (time saved, conversion lift, and error rate), run the test for one sprint, then codify the winning prompt and QA checklist into a team playbook; repeating this ritual each month turns pilot experiments into predictable, local advantage while Colombia's national AI literacy programs and real‑world use cases mature.

“AI can assist, but it can't replace a considered, strategic, and personalized marketing plan.” - Tanya Williams

Ready to turn worry into a plan? Start with three simple moves Colombians can do this week: follow a structured 90‑day marketer checklist to audit, prioritize and ship measurable wins (use the practical New Marketing Job Checklist for a month‑by‑month playbook: 90‑Day Marketer Onboarding Checklist), run a tight A/B prompt test on one high‑value asset and track CTR/CAC, then scale the winner into repurposed assets so one long report becomes dozens of platform‑ready pieces.

If a short course sounds better than trial‑and‑error, consider a focused program that teaches promptcraft and workplace AI workflows - Nucamp's AI Essentials for Work is a 15‑week bootcamp that trains marketers to use AI tools and write effective prompts (AI Essentials for Work syllabus).

Pick one micro‑metric (hours saved, conversion lift, or error rate), run a 6‑week pilot, and share results - small, measurable wins build trust faster than big promises, and that's the fastest route to secure, well‑paid marketing roles in Colombia in 2025.