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

Will AI replace marketing jobs in Puerto Rico? The short answer is: disruption is real, but so are paths forward. Experts at Tech Day Puerto Rico pointed to a Goldman Sachs estimate that roughly one‑quarter of tasks across industries could be automated, and local speakers flagged vulnerable roles from customer service to junior programmers and graphic designers - while warning that AI agents are “doubling in capacity every four months” (making change feel fast).

At the same time, island‑specific limits - an unstable power grid, scarce data centers and a talent gap - can slow rollout and create local opportunity for firms that get infrastructure and skills right; see reporting on Puerto Rico's adoption hurdles.

For marketers in 2025 that means blending AI fluency with human judgement: practical upskilling (for example, the AI Essentials for Work bootcamp) plus local tactics like CRM automation and municipality‑focused SEO will be the smart bet for staying relevant and competitive.

“In five years, we'll see jobs that are unimaginable right now due to AI,” Sanabria said.

AI for Puerto Rico marketers can be a practical force multiplier - generative models crank out copy, images and localized creative quickly, while agentic systems can actually run campaigns, personalize ads in real time and automate multi‑step workflows like follow‑ups and scheduling so small teams stay responsive even outside business hours; see examples in the agentic AI use cases collection.

But the two types aren't identical: generative AI is a creative helper, agentic AI is an operations partner that must be wired into CRMs, ad platforms and processes to act reliably, and that integration demands data maturity, governance and infrastructure planning (local limits like grid and data‑center constraints matter).

Start with generative tools for fast wins in content and local SEO, then layer in agentic automation for CRM sequencing and paid‑media optimization once systems and oversight are ready - for hands‑on steps, centralize leads with HubSpot CRM automation to keep island teams nimble.

The smart outcome is not replacement but smarter work: AI doing the repetitive heavy lifting while human marketers focus on strategy, relationships and creative judgment.

Which marketing jobs in Puerto Rico are most exposed (and why): roles that center on routine, template-driven or high‑volume information work face the largest near‑term risk - think administrative marketing coordinators, entry‑level copywriters and social schedulers, email/CRM operators and junior graphic designers - because Goldman Sachs and related analyses show generative AI and task automation can replace 25–50% of workload in exposed occupations and administrative tasks register the highest automation share (around 46%); technical roles like web developers, database admins and junior programmers are also vulnerable because they perform repeatable coding and data‑processing tasks that models can accelerate.

Local reporting notes Puerto Rico's labor shift is already underway, even as island universities and firms (and government tools like the Labor Department's PERFIL rollout) expand the talent pipeline, which means displacement and re‑skilling will happen side‑by‑side on the island; see coverage of Puerto Rico's AI‑disrupted job market and the broader Goldman Sachs analysis on generative AI. The practical takeaway for island marketers: prioritize roles where human judgment, relationship building and regulatory savvy matter most, and redeploy routine work to AI (for example, automating follow‑ups with HubSpot CRM automation) so teams keep strategic control while shaving hours off repetitive tasks - sometimes as quickly as a cup of coffee's worth of time.

Timelines for AI's impact in Puerto Rico are uneven but unmistakably compressed: a Goldman Sachs estimate cited at Tech Day Puerto Rico puts roughly one‑quarter of work tasks at risk, while conference organizer Marcelo Burman warned that “AI agents” are doubling in capacity every four months - an acceleration that can make capabilities look outdated within a single business quarter.

Local forecasters add texture: Parallel18's Héctor Jirau predicts a “cleansing” of shallow AI plays and a turn toward bootstrapping, meaning the island may see sharper winners (firms with real proprietary models) and slower, steadier adoption elsewhere as resources get stretched.

That combination implies two practical timelines for Puerto Rico marketers in 2025: quick, tactical gains now with generative and CRM tools (centralize and automate with HubSpot CRM automation) and a longer, competitive shake‑out over the next several years as only well‑engineered AI products survive.

The tight window makes reskilling and selective automation urgent - prepare for rapid capability shifts, but expect the local market to sort itself through a mix of fast adoption and pragmatic bootstrapping.

“In five years, we'll see jobs that are unimaginable right now due to AI,” Sanabria said.

On the island, AI's upside collides with hard infrastructure realities: an unstable power grid, few local data centers, high energy costs and a talent gap that together slow deployment of agentic systems and large-scale models, according to local reporting on Puerto Rico's adoption hurdles - problems that make running AI both expensive and fragile for marketers and SMBs.

Advanced models demand massive electricity (a single large data center can consume as much power as roughly 50,000 homes) and heavy cooling, so water use and carbon impacts are real constraints; semiconductor bottlenecks and the cost of continuous power further raise the bar for on‑island development.

That said, technical fixes and planning can help: researchers show decision‑support tools like the DyMonDS framework can improve grid resiliency and help prioritize critical loads during storms, and federal roadmaps such as the PR100 study outline pathways to a data‑driven transition - both reminders that infrastructure upgrades, microgrids and focused workforce training must come before broad agentic automation becomes reliable in Puerto Rico.

“We're definitely not ready. We don't have a balanced grid system.”

Immediate opportunities for Puerto Rico marketing teams and SMBs start small and practical: automate the obvious, measure fast, and keep humans in the loop. Set up AI chat on websites to handle FAQs and scheduling, use generative tools for localized copy and municipality‑focused SEO, and centralize leads with the HubSpot CRM automation guide for instant follow-ups and tracking to make follow‑ups instant and trackable - three moves that pay back quickly for lean island teams (see the HubSpot CRM automation guide).

Low‑code platforms also unlock big wins without big budgets; as KnowledgeHubMedia reports on low-code productivity gains, small teams using Microsoft Copilot Studio low-code automation and Zapier AI automation cut manual work - examples include reducing support costs by 40%, saving ten hours a week, or trimming placement time by nearly a third - so citizen developers can build automations without hiring a data science team.

Experts in the BizTech small-business roundtable experts urge focusing on customer‑facing and high‑ROI pilots (chatbots, targeted ad testing, basic analytics) rather than chasing every shiny tool.

Finally, remember the strategic gap: confidence in AI is high but formal planning lags, so make AI a regular leadership conversation, start pilots tied to clear KPIs, and iterate - this approach turns disruption into advantage for Puerto Rico firms navigating 2025.

Begin the tooling checklist with measurement and lead centralization: set up Google Analytics 4 correctly (create a GA4 property, add a web data stream and copy the Measurement ID into your site or Google Tag Manager) - the official Google Analytics 4 setup guide walks through each step and DebugView testing so your Puerto Rico campaigns actually collect usable data (Google Analytics 4 official setup guide).

For more resilient tracking and server-side options - use a streaming middleware that can forward events, manage client IDs and keep attribution intact during outages; the RudderStack GA4 setup docs explain cloud, device and hybrid modes and how to obtain API secrets and Measurement IDs for reliable exports (RudderStack Google Analytics 4 streaming setup guide).

Finally, centralize leads and automate immediate follow-ups with CRM automation so small island teams stay responsive - HubSpot CRM automation is a practical next step to turn captured events into action (HubSpot CRM automation for lead follow-up).

Think of GA4's Measurement ID as your campaign fingerprint: miss it and hours of local traffic become invisible, get it right and everything downstream - attribution, ads and CRM - starts to hum.

Skills and workforce strategy in Puerto Rico should balance fast, intensive training with accessible certificate pathways: short, immersive options like the Ironhack Puerto Rico 10-week bootcamps - 10 weeks full‑time, about 400 hours of hands‑on learning and a clear career services pipeline - are ideal for marketers who need rapid technical fluency (Ironhack Puerto Rico 10-week bootcamps), while local academic certificates (San Juan College's online Marketing and Digital Media Marketing certificates) provide transferable credits, portfolio work and design skills over a semester or two for teams hiring locally (San Juan College online Marketing and Digital Media certificates).

For underemployed or budget‑constrained talent, cohort‑based virtual programs like the gener8tor Skills Accelerator offer no‑cost, part‑time upskilling plus one‑on‑one career coaching - useful for building practical analytics or search marketing chops without a big upfront fee (gener8tor Skills Accelerator Puerto Rico upskilling program).

Combine these routes with employer partnerships, ePortfolios that demonstrate local campaign work, and targeted 15–40 hour/week commitments so teams can reskill quickly yet sustainably; think of an ePortfolio that opens doors faster than a polished résumé ever could.

“This course made me really look at my career goals and set expectations to advance in the workplace.”

Ten clear, practical steps turn AI anxiety into action for Puerto Rico marketers: 1) run an AI Readiness Audit to map data, tech and skills gaps (start with the Rubixe readiness checklist); 2) audit your MAP and automation instance thoroughly - use a MAP Audit scorecard to inventory workflows, integrations and tech debt (see the Etumos MAP audit playbook); 3) centralize leads and automate follow‑ups so no prospect falls through the cracks; 4) fix the highest‑impact broken workflows first (quick wins often pay back in weeks, not months); 5) clean and deduplicate data to protect scoring and attribution; 6) recalibrate lead scoring to match closed‑won outcomes and consider predictive scoring where available; 7) pilot low‑risk, high‑ROI automations (chat for FAQs, send‑time optimization, paid‑media creative tests) and measure lift; 8) lock down governance - roles, permissions and audit trails - so automations don't create security or compliance gaps; 9) schedule quarterly mini‑audits and an annual comprehensive review to keep the stack healthy; and 10) tie every pilot to a KPI and report ROI so leadership sees tangible gains (the audits and fixes cited here routinely recover lost budget and reclaim 15+ hours a week).

Local examples like Puerto Rico's performance‑driven firms show that measured automation, not frantic tool chasing, wins - start with an honest audit and build from there.

“We love what we do and how we do it because we get to help people, invigorate companies, promote much-needed economic growth in Puerto Rico and help our society prosper,” Cobián said.

Puerto Rico's 2025 push on AI regulation makes ethics and human judgment a practical part of every marketer's playbook: the Senate bills create an AI Officer inside PRITS and an AI Advisory Council to set standards, require a registry of AI‑using businesses, and even amend election law so voters must be told when campaign material is partly or fully generated by AI - with penalties for undisclosed falsehoods - while a Cybersecurity Training Act mandates training for larger organizations and a Strategic Investment Fund aims to back AI skill programs; see the Puerto Rico AI legislation overview for full details (Puerto Rico AI legislation overview).

For PR and marketing teams that means keeping humans in the loop, auditing models for bias, protecting sensitive data and building clear disclosure and review workflows: experts warn that AI speeds research and drafting but cannot replace judgment or secure handling of private information (AI ethics and data‑security guidance for PR teams).

The bottom line: compliance is now a competitive filter on the island - transparency and robust human oversight aren't just legal checks, they're a trust signal that can set brands apart.

Conclusion: AI will reshape Puerto Rico marketing - but it won't be an overnight job wipeout; instead, expect fast gains in personalization, predictive analytics and 24/7 chat support alongside real limits from power, data centers and talent shortages (local AI adoption climbed more than 6% between 2024 and 2025).

Practical next steps: run small, measurable pilots (hyper‑personalized ads, AI chat for FAQs and instant lead follow‑ups), centralize data so predictive models and attribution actually work, and lock governance and disclosure into every project; the CodeConspirators roundup explains how personalization and chatbots become everyday levers, while local reporting highlights infrastructure risks that make phased rollout smarter than all‑in bets.

Pair pilots with workforce investments so humans own strategy and audits - one clear path is classroom‑to‑work training like the AI Essentials for Work bootcamp to build prompt craft and operational skills before upgrading to agentic systems.

Start pragmatic, measure ROI, and scale the automations that save hours without surrendering judgement - think of AI as the reliable night shift that frees daylight for relationship building and creative edge.

“We're definitely not ready. We don't have a balanced grid system.”