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

Kazakhstan's digital moment is here: with roughly 19.2 million internet users (about 93% of the population) and 15.7 million active social accounts, the country's ad market jumped 17% to 27 billion KZT in the first half of 2025, making digital the fastest‑growing slice of media spend - but AI is already changing the rules of engagement.

Local reporting shows AI overviews and chat interfaces are driving “zero‑click” searches (about 60% of queries) and eroding traditional CTRs, while national plans and new tools (from government virtual assistants to homegrown LLMs) push Kazakhstan's AI readiness toward global levels (AIPI ≈ 0.55).

For marketers and jobseekers that means fewer routine tasks and more demand for AI‑savvy strategy, measurement, and platform skills; practical upskilling options include the AI roadmap in the Global CIO overview and hands‑on courses like the AI Essentials for Work bootcamp syllabus (Nucamp), alongside local market analysis in BYYD's "What Awaits Digital Marketing in Kazakhstan in 2025" analysis and Global CIO's "Key IT Trends in Kazakhstan 2025" report.

Attribute	Information
Bootcamp	AI Essentials for Work
Length	15 Weeks
Courses included	AI at Work: Foundations; Writing AI Prompts; Job Based Practical AI Skills
Cost	$3,582 early bird / $3,942 regular; 18 monthly payments
Syllabus / Register	AI Essentials for Work syllabus (Nucamp) • Register for AI Essentials for Work (Nucamp)

"In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT."

AI is reshaping marketing in Kazakhstan because the technology is no longer a back‑office efficiency play but a visibility and language game: local studies show developers using AI lifted productivity by 16.8%, and Kazakhstan's IMF AI‑readiness sits at about 0.55 - strong enough to turn pilots into national programs such as planned NVIDIA GPU data centers and the Alem AI centre (see Astana Times' profile).

At the same time, global search is changing under marketers' feet: Google's AI Overviews and other LLM answer engines are already shaving organic clicks (studies report average losses near 24%), so content that used to win traffic now needs to be chunkable, LLM‑friendly, and explicitly brand‑rich to get cited rather than ignored (see the SEO impact analysis).

A critical and often overlooked point for Kazakhstan: querying AI in English delivers measurably better results than in Russian or Kazakh - using AI in Russian or Kazakh “is like using technology 1–2 generations older” - so marketing teams that pair LLM optimization with English technical assets and owned channels (email, apps, CRO) will both defend short‑term conversions and shape the long‑term snippets that drive discovery.

"Google is changing from a search engine to an answer engine,"

Marketing roles in Kazakhstan that lean on predictable, repeatable work are the most exposed as AI accelerates: national studies flag nearly 52% of future jobs at high automation risk and a 2025 Ministry of Labor analysis estimates roughly 29% of tasks could be automated with about 13% handled specifically by generative AI - putting around one million jobs vulnerably close to change (Astana Times: Over Half of Jobs in Kazakhstan at High Risk of Automation, Tengrinews: 2025 Study - AI Could Replace Over 1 Million Jobs in Kazakhstan).

That pattern maps onto marketing where administrative and routine functions - think templated copy or repetitive reporting and bidding workflows - look most replaceable, especially in big cities such as Almaty and Astana that show higher automation exposure; conversely, roles demanding judgment, complex strategy, creative leadership, and cross‑channel measurement are harder to fully automate.

The practical takeaway for Kazakhstan's marketing teams is clear: prioritize transition paths out of routine work and into strategic, analytical, and platform-savvy responsibilities before automated systems capture the low‑value tasks - an outcome already visible across finance and information sectors in local forecasts (EconomyKZ: Local Forecasts on Automation in Kazakhstan).

"The work of a bank specialist is gradually being replaced by ATMs. We no longer need a teller for the operations that we can either do ourselves over the Internet or we go to the bank and do it through an ATM. But if we go to the bank in bad weather and we have puddles of mud coming off our shoes, then immediately two cleaning persons will come running to clean up the mud. And that labor, which is not routine, and which is very simple, very low-skilled, can hardly be replaced," said Vladimir Gimpelson, Director of the Center for Labour Market Studies at the Higher School of Economics in Moscow.

Kazakhstan's next wave of marketing jobs will reward platform fluency, data craft, and creative systems thinking: expect strong demand for programmatic buyers and retail‑media managers who can activate first‑party audiences across CTV, social and the open web, e-commerce specialists who optimize listings and promotions on marketplaces that already account for roughly 91% of online sales, and mobile/in‑app marketers who design for the country's 90%+ internet users and heavy mobile traffic (DataReportal/BYYD).

Equally valuable will be identity and analytics skills - identity resolution, attribution and privacy‑aware data pipelines - that turn clicks into measurable retail outcomes (see Experian's retail‑media playbook).

On the creative side, AI‑augmented production (automated campaigns, DCO and AI‑generated creatives) plus localization in Kazakh will separate winners from noise; the visual arms race is already visible in outdoor advertising's DOOH boom, from interactive formats to the giant 700 m² LED at Al‑Farabi–Nazarbayev in Almaty, which shows how technical and storytelling skills now converge in physical and digital channels (Russia‑Promo).

In short: technical marketers who pair measurement, platform ops, and AI‑aware creativity will grow fastest in Kazakhstan's fast‑moving market.

Growing roles / skills	Why it matters
Programmatic & Retail‑Media Managers	Off‑site RMN growth and omnichannel activation; Experian shows off‑site retail media scaling fast
E‑commerce & Marketplace Ops	Marketplaces drive ~91% of e‑commerce volume in 2024 - optimization equals revenue (BYYD)
AI, Analytics & Identity	AI‑driven creatives, automated campaigns and identity resolution improve conversion and measurement (BYYD • Experian)

"In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT."

Focus on skills that match Kazakhstan's mobile‑first, AI‑heavy market: master programmatic and in‑app buying (real‑time bidding, rich media and DSP workflows) because mobile connections and speeds are rising fast and in‑app formats capture attention; get fluent in retail‑media ops and marketplace optimisation - marketplaces already drive roughly 91% of e‑commerce sales - so learn ACOS/ROAS, product feed tuning and promo mechanics; level up analytics, identity resolution and privacy‑aware attribution to turn first‑party signals into measurable revenue across Kaspi and other ecosystems; practise prompt engineering, DCO and automated creative pipelines so AI generates testable variants in Kazakh and Russian while humans steer brand voice; and add messenger and Telegram mechanics, since chat ecosystems are central to distribution.

Short, hands‑on projects - set up a PMP, build a simple retail‑media bid strategy, and run an in‑app creative test - teach these faster than theory. For local context, see BYYD's market guide on programmatic and formats and DataReportal's Digital 2025 Kazakhstan summary for audience and device stats to prioritise mobile, social and marketplace channels when mapping learning goals.

Practical skill	What to practise
Programmatic & in‑app buying	DSP setup, RTB, rich media creative
Retail‑media & marketplace ops	Feed optimisation, ACOS/ROAS, promo mechanics
AI creative & automation	Prompt engineering, DCO, localisation (Kazakh)
Analytics & identity	Attribution, first‑party pipelines, privacy‑aware modelling

"In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT."

Use AI to elevate strategy, not just speed: in Kazakhstan this means automating repeatable work (copy drafts, reporting, bid rules) so teams can focus on retail‑media tactics, in‑app creativity and identity‑first measurement where real value lives.

With marketplaces accounting for roughly 91% of e‑commerce and mobile driving the majority of traffic, practical moves include plugging AI into DCO pipelines and automated campaigns, baking prompt engineering into creative tests, and wiring behavior‑prediction models to retail media KPIs (ACOS/ROAS) so creatives and bids react to real sales.

Because AI Overviews and chat interfaces already produce about 60% zero‑click searches, brands should also craft LLM‑friendly, brand‑rich snippets and own‑channel experiences (messenger/Telegram is critical - Telegram covers ~60% of the population) to capture attention off the search page.

Start small: set an automated in‑app A/B test, iterate creative variants with AI, and map the revenue impact in a simple pipeline; local playbooks such as BYYD's market guide show how programmatic and AI integration scale in Kazakhstan, and Nucamp's tool rundowns list practical AI utilities to speed transcription, workflows and prompt libraries.

"At Okori, we focus on AI Augmentation: minimizing routine tasks and strengthening the strategic role of senior-level specialists."

Ready-for-action checklist for 2025: treat mobile and in‑app as primary real estate - design experiments for DSPs, rich media and programmatic direct while measuring revenue, not vanity metrics; lock in retail‑media skills and marketplace KPIs (ACOS/ROAS) because marketplaces account for roughly 91% of e‑commerce sales and Kaspi is an ecosystem unto itself; localize aggressively - publish Kazakh‑language snippets and Telegram‑first funnels to match the 60%+ messenger reach and 15.7M social identities; run small, measurable AI‑augmented tests (DCO variants, prompt‑led creative A/Bs, automated reporting) so automation frees time for strategy; invest in identity, privacy‑aware attribution and short first‑party pipelines to defend conversions as AI Overviews drive ~60% zero‑click searches; prioritise retention playbooks from the mobile app playbook and optimize push/promo mechanics to lift lifetime value; and show outcomes in a compact portfolio - test, measure, scale.

For local briefs and benchmark figures, consult BYYD's Kazakhstan market guide and Adjust's mobile app insights to shape in‑app and retention tactics, and use Nucamp AI Essentials for Work syllabus and prompts guide to speed experiments.

Keep this vivid test in mind: iterate a DCO that swaps messaging for a Kaspi promo and track the immediate revenue delta - small loop, big signal.

"In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT."

Restructure around a strong, central AI capability: mirror the government's push for coordinated change by standing up a company “digital headquarters” with clear top‑down governance, a shared data platform and direct links to national assets such as Alem.AI and the new supercomputer so teams can prototype and scale quickly (see the government digital HQ mandate in Astana Times).

Put compute and data ownership in one place, then deploy cross‑functional squads - product, data, legal/cybersecurity and Kazakh‑language engineers - to build LLM‑aware customer experiences (the KAZ LLM story shows why local language models matter).

Make reskilling a business metric: tie hiring, rotation and short bootcamps to the Tech Orda / national training targets, and use a human‑centered AI adoption framework (insights, automation, trust) to phase automation from reporting and bidding into higher‑value strategy and measurement (see EY.ai for the integration approach).

With 92% of public services already online, partner with national platforms to shorten pilots and measure revenue or productivity impact, not just clicks - small loops, visible returns, and language‑aware teams will keep marketing roles relevant as AI scales.

“We had over a million monthly requests from customers, and we couldn't respond to them fluently in Kazakh. There was no LLM support for our language. That's when we knew we had to act,”

Quick, concrete Kazakhstan examples show why marketers must rethink tactics: Kaspi.kz's super‑app is the country's playbook - a closed‑loop ecosystem with ~14.7 million MAUs, ~737,000 merchants, and an AI assistant (“Ruslan”) that ties payments, lending and commerce into hyper‑targeted experiences, so marketers can run retail‑media, in‑app promos and ads inside a single funnel rather than chasing clicks across the open web; analysts call it an “Amazon‑meets‑PayPal” model that processed >5.9 billion transactions in 2024 and handled ₸37,200 billion TPV, giving advertisers immediate sales signals and 51k active advertisers to benchmark against (see the Kaspi deep dive and the Amazon‑meets‑PayPal analysis).

The vivid test: a small DCO swap inside Kaspi's app - pairing a Kaspi promo with a tailored BNPL offer - can reveal revenue lift in days, not months, because the app's engagement (DAU/MAU ~68.7%) and logistics footprint (thousands of kiosks and 8,030 Postomats) make rapid measurement and iteration possible.

Metric	2024 / Count
Monthly active users (MAU)	~14.7 million
Active merchants	~737,000
Transactions processed	>5.9 billion
Total Payment Value (TPV)	₸37,200 billion
Marketplace GMV	₸6,000 billion

One Ring to rule them all, One Ring to find them, One Ring to bring them all and in the darkness bind them.

Conclusion and a 12‑month roadmap: Kazakhstan's marketers should treat 2025 as a sprint toward AI fluency - start with a quick audit, then move into hands‑on experiments that prove revenue, not vanity.

Months 1–3: shore up English‑centric AI skills (Astana Times shows English queries yield stronger AI results) and complete a practical course like the AI Essentials for Work bootcamp syllabus to learn prompt engineering and workplace AI workflows.

Months 4–6: run mobile‑first, in‑app experiments and a retail‑media pilot - marketplaces drive ~91% of e‑commerce in Kazakhstan, so optimize ACOS/ROAS and product feeds.

Months 7–9: automate DCO pipelines and identity/attribution work, then scale the highest‑performing creative and bid strategies; a small DCO swap inside Kaspi's app can reveal measurable revenue lift in days.

Months 10–12: package wins into a compact portfolio, push for role rotations or internal squad placements, and make reskilling a KPI tied to performance. Along the way, align with national momentum - government AI hubs and Alem.AI investments raise the ceiling for locally hosted LLMs - so balance short loops with long‑term capacity building.

The central metric: show measurable lift (sales or ROAS) every quarter and the routine tasks automated by AI will become the blank space where strategic, higher‑value work grows.

Attribute	Information
Bootcamp	AI Essentials for Work
Length	15 Weeks
Courses included	AI at Work: Foundations; Writing AI Prompts; Job Based Practical AI Skills
Cost	$3,582 early bird / $3,942 regular; 18 monthly payments
Syllabus / Register	AI Essentials for Work bootcamp syllabus • Register for the AI Essentials for Work bootcamp

"In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT."