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

Will AI replace marketing jobs in Ireland? PwC's 2025 data suggests a different story: AI is reshaping roles rather than erasing them - AI‑exposed roles in Ireland have almost doubled since 2019, and AI‑skilled workers command a roughly 56% wage premium, while employer demand for new skills is changing about 66% faster in AI‑exposed jobs (PwC 2025 AI Jobs Barometer (Ireland)).

For marketers that means routine content, reporting and targeting can be handed to “tireless, hyper‑intelligent” AI agents so people spend more time on strategy and creativity; the quick takeaway is to treat AI as an amplifier, not a threat.

Marketers ready to pivot can build practical prompt and tool skills in programs like Nucamp's AI Essentials for Work bootcamp (Nucamp), a 15‑week, hands‑on route to make AI a productivity win for Irish teams.

“AI amplifies expertise. It doesn't replace your ability to think; it makes you a better thinker. It doesn't replace your ability to solve problems; it makes you a better problem-solver.” - Gerard McDonough, Partner, PwC Ireland

The current picture in Ireland is unmistakable: AI‑exposed roles have almost doubled since 2019 - a 94% rise that has lifted wages, productivity and the pace of skills change across sectors - and marketing teams are squarely caught up in that wave.

PwC's 2025 analysis shows productivity in AI‑exposed industries leapt from about 7% to 27% after GenAI's arrival, AI‑skilled workers earned a roughly 56% wage premium, and employer demand for new skills is evolving some 66% faster in AI‑exposed roles, so marketers who can wield AI tools will be in high demand (see PwC's 2025 AI Jobs Barometer).

In Ireland the pattern is clear: job numbers and pay are rising even in roles once seen as “highly automatable,” and employers are placing more value on demonstrable AI capability than on traditional degrees - a practical signal for marketers to prioritise hands‑on tool fluency, local SEO and content repurposing workflows that scale.

For a local take on how these Irish trends are landing in the press, SiliconRepublic summarises the key findings and reactions from PwC Ireland.

“AI is amplifying and democratising expertise, enabling employees to multiply their impact and focus on higher‑level responsibilities.” - Laoise Mullane, Director, Workforce Consulting, PwC Ireland

In Ireland the biggest shifts will be in repeatable, data‑heavy and scale‑dependent marketing tasks: AI will automate routine email campaigns, social scheduling, first‑draft copy and basic reporting while boosting precision in customer segmentation, lead scoring and personalised recommendations - all changes Griffith College flags as central to AI's marketing impact (Griffith College: The Impact of Artificial Intelligence on Marketing).

That doesn't mean whole jobs vanish; instead, roles that focus on process and volume - content repurposing, campaign ops and frontline customer support - will be reshaped into higher‑value work as teams hand repetitive flows to tools and keep the creative judgement and strategy.

ProfileTree's business review shows marketing teams using AI to generate content at scale, run micro‑segmentation and automate lead prioritisation, so performance marketers, CRM managers and marketing ops specialists should expect their day‑to‑day to become more orchestration than typing (ProfileTree: How AI Is Used in Business).

For small Irish teams the practical win is immediate: a single longform article can be turned into dozens of social posts and email snippets with tools like Copy.ai content repurposing tool, freeing humans for the strategic, reputation‑shaping work only people can do - the kind of judgement that still separates great brands from the rest.

Case studies on Irish soil make the abstract tangible: Allied Irish Banks' high‑profile rollout with Microsoft - now moving from a 70‑person pilot to 1,000 and then broad access for roughly 10,000 staff - shows how Copilot and Copilot Studio can free people from repetitive email and reporting work so teams focus on judgement, customer strategy and faster decision‑making (AIB AI adoption: Irish Times coverage of Copilot rollout).

The reaction has been mixed but practical - management stresses secure, people‑centric deployment and training, while unions press for negotiated agreements as workflows change.

These local moves echo Microsoft's collection of 1,000+ customer stories, where Copilot deployments consistently reduced administrative burden and expanded employees' mental bandwidth, from education to banking and beyond, offering a roadmap for Irish marketers to pilot responsibly and measure time‑savings before scaling (Microsoft case studies: 1,000+ Copilot customer transformations).

The clear so‑what: when a national lender equips thousands with AI copilots, the near‑term prize for Irish teams is less busywork and more room for strategic, creative value that machines can't replicate.

“We're equipping every AIB colleague with Microsoft Copilot tools – embedding AI into the flow of work to simplify tasks, building fluency and elevating customer experiences. We've been exploring its potential with our employees through collaboration and testing, and now we're scaling it across the organisation to deliver smarter, faster and more meaningful outcomes for our customers and our people.” - Graham Fagan, CTO, AIB

AI is already proving to be a force‑multiplier for Irish marketing teams: when tools move beyond one‑off drafts into orchestrated, agentic workflows they free people to do the judgement‑heavy work that builds brands (PwC's exploration of PwC Ireland Agentic AI report on autonomous agents outlines how autonomous agents turn personal productivity gains into enterprise value).

Practical wins are immediate - a single long‑form article can be transformed into dozens of social posts and email snippets to feed local campaigns - and scalable benefits follow: PwC's 2025 analysis shows AI‑exposed industries lifted productivity sharply and raised revenue per employee, while many Irish CEOs report measurable time savings from GenAI (PwC Ireland 2025 AI Jobs Barometer).

For marketers this means faster, cheaper personalization, smarter segmentation and automated reporting, but also a clear demand to re‑sketch roles around strategy, creativity and AI governance so teams capture profit, not just efficiency - a competitive edge in tight Irish talent markets and small teams alike (AI content repurposing for Irish marketers).

“AI is amplifying and democratising expertise, enabling employees to multiply their impact and focus on higher‑level responsibilities.” - Laoise Mullane, Director, Workforce Consulting, PwC Ireland

Irish marketers should prioritise AI literacy, practical tool fluency and governance know‑how in 2025: with Article 4 of the EU AI Act now requiring organisations to “take measures to ensure the AI literacy of their staff,” Maples' update explains why tailored, role‑based training and documented learning paths are essential (Maples: Ireland update - AI literacy in focus); PwC's GenAI survey reinforces the urgency - nearly three‑quarters of leaders say most workforces will need new skills and firms are moving from pilots to partial implementation, so marketers must combine prompt engineering and content orchestration with measurement and risk awareness (PwC GenAI Business Leaders Survey 2025).

Practical, high‑value skills for Irish teams include local SEO and content repurposing workflows (turn one long article into dozens of targeted posts), basic AI governance and bias awareness, agentic‑workflow orchestration, and a working grasp of cyber risks and media literacy to spot hallucinations and misinformation - a mix that protects brands while unlocking the productivity gains policymakers and industry reports say Ireland needs.

For quick wins, hands‑on practice with repurposing tools helps cement learning into daily marketing rhythms (Copy.ai content repurposing).

“As evidenced by the marked increase in the reported levels of AI related innovation, the survey highlights that Irish businesses continue to be very engaged in looking to understand the opportunities presented to their business through the adoption of AI. However, the survey results show that business leaders are approaching this in a considered manner. Businesses have worked hard to establish relationships of trust with their staff and customers and they want to ensure that these are sustained on their AI journey. They are learning from their innovation activity to date that the safe and successful deployment and sustained adoption of AI is a complex process that requires planning and coordination across the organisation.” - David Lee, Chief Technology Officer, PwC Ireland

Practical career moves for marketing professionals in Ireland start with a clear, evidence‑based reset: commission an independent marketing audit to spot wasted effort, sharpen KPIs and align daily work with business goals (many Irish teams book a short “power hour” or full review - see the BBCS marketing audit guide for Irish teams), then translate the audit's gaps into concrete skills upgrades.

Prioritise local SEO, CRM fluency and content‑repurposing workflows so one longform article becomes dozens of targeted social posts and email snippets - a practical efficiency highlighted across Irish guides and tools like Copy.ai content repurposing tools for marketers in Ireland.

For teams under resource pressure, a tailored digital marketing audit can reveal which activities are underperforming and where outsourcing or agency partnerships will actually pay off (Octave Digital digital marketing audit for Ireland).

Combine these steps with short, practical courses and measurable experiments (A/B tests, time‑saved metrics, CRM adoption) so career moves are demonstrable in CVs and internal reviews - the memorable payoff being a single published piece that fuels an entire quarter's campaigns instead of one lonely blog post.

“Thoroughly Recommended! I did a couple of Business & Marketing Power Hours to get my head around different topics and it helped me so much!” - Tahir Rashid, Business Owner

Employers and policymakers must move from debate to delivery: Irish firms should back role‑based reskilling, embed AI literacy into job descriptions and make wellbeing part of rollout plans (Ibec's guidance on reskilling and the updated KeepWell Mark frames how to protect staff as workflows change), while policymakers should fund flexible, lifelong learning routes and widen apprenticeships so the transition isn't left to chance.

Early action matters because the scale is real - one in three jobs in Ireland faces high disruption risk, affecting over 370,000 workers - so set measurable targets (time‑saved, redeployment rates, local‑SEO and content‑repurposing proficiency) and link training to hiring and career pathways.

For smaller firms, co‑funded short courses and industry–college partnerships reduce barriers, and employers should publish clear AI use and governance policies to build trust.

These steps turn anxieties into advantage: with 51% of employers already saying AI will create roles and 70% recognising productivity gains, coordinated investment in people will make AI a growth engine rather than a cliff edge for Irish marketing teams (Ibec report: AI and the need for reskilling in Ireland, ManpowerGroup report: Majority of Irish employers see AI creating more jobs).

Hiring in Ireland is cautiously upbeat but different from the roaring market of a few years ago: Morgan McKinley's Q1 2025 monitor shows professional vacancies up 2% year‑on‑year and a 7% jump quarter‑on‑quarter, yet candidate numbers are rising too (professional jobseekers +16% YoY), signalling both opportunity and competition - expect steadier permanent hiring, more contract roles and pockets of strong demand in tech, financial services and marketing where platform fluency matters (Morgan McKinley Q1 2025 Employment Monitor).

Wage pressure in Ireland remained healthier than many peers, with posted wages around 4–5% into late 2024, so salary bands are not collapsing even as employers tighten selection (Indeed Hiring Lab: Wage Growth Heading Into 2025).

Practical signals for jobseekers: use AI to scale applications but guard authenticity (employers report AI‑generated CVs can misrepresent candidates), prioritise demonstrable tool skills and quick wins (local SEO, CRM, campaign ops), consider coaching or internal moves to avoid career stagnation, and prepare to show measurable impact - a single campaign‑to‑metric story now often outweighs a long list of tasks in interviews (Manpower: From Stagnation to Agility).

The memorable test: an AI‑polished CV may open the door, but credibility in the interview earns the job.

“The data shows clear evidence of renewed hiring confidence across many sectors, particularly in technology, financial services, and construction. That said, employers are navigating a complex matrix of influences – from economic headwinds and evolving global regulation to the accelerating role of AI and shifting expectations around workplace culture. The resilience of the Irish labour market is encouraging, but employers remain rightly cautious about what lies ahead.” - Trayc Keevans, Global FDI Director, Morgan McKinley

Conclusion: the near-term risk for Irish marketers is not sudden joblessness but falling behind - the practical path forward is small, measurable moves that stack into real advantage: start with a focused audit to spot repeatable work, prove a quick win (turn one longform article into dozens of social posts and email snippets), and measure time‑saved and conversion lifts before scaling; invest in role‑based, hands‑on training to close the knowledge gap - ProfileTree's Ireland workshops report accelerating adoption by 6–12 months and typical time‑savings of 15–20 hours weekly, making them a strong practical next step (ProfileTree AI Workshops for Businesses in Ireland) - and for marketers wanting a structured course, consider Nucamp AI Essentials for Work - 15-week bootcamp to build prompt and tool fluency for everyday campaigns.

Keep learning live and local - check Irish events and meetups to test workflows and build internal champions (Marketing in Ireland - events and insights for marketers) - and treat governance, measurement and brand voice as non‑negotiables while scaling AI from pilot to profit.

“The biggest barrier to AI adoption isn't technology - it's knowledge.” - Ciaran Connolly, ProfileTree