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

Singapore marketers should read this because the AI shift here is already practical - not just theoretical: IMDA reports nearly three in four workers now use AI and 85% say it saves time and boosts work quality, and programmes like TeSA and the Skills Pathway for Cloud are explicitly training non‑tech roles (including marketing) to apply AI responsibly in daily workflows; mastering prompt craft, basic cloud literacy and governance lets marketers scale campaigns while keeping human judgement in the loop - see IMDA's workforce push and consider Nucamp's Nucamp AI Essentials for Work bootcamp for hands‑on reskilling.

Bootcamp	Key details
AI Essentials for Work	15 weeks; courses: AI at Work: Foundations, Writing AI Prompts, Job Based Practical AI Skills; early bird $3,582; Register for AI Essentials for Work

“As cloud infrastructure underpins our digital economy and powers AI technologies, this pathway aligns training with industry demand [and] provides learners a clear path into cloud roles that support our AI ambitions.”

Singapore's 2025 labour‑market picture is one of rapid, pragmatic uptake: IMDA finds roughly three in four workers now use AI in their daily work and 85% say it saves time and improves quality, while national programmes are shifting from pilots to widescale skilling - from TeSA and the Skills Pathway for Cloud to place‑and‑train schemes and GenAI sandboxes - so marketers can realistically expect AI to handle routine copy variants, segmentation chores and data wrangling while humans keep strategy and judgement; the city‑state's coordinated ecosystem, highlighted by the Economic Development Board, pairs strong infrastructure and governance (AI Verify, Testing Starter Kit) with employer pathways and cloud credits, and sector proof points like the GPT‑Legal Q&A on LawNet show how specialist tools can shrink research hours for practitioners - a vivid reminder that AI is already shaving routine work off calendars, not just promising future gains (IMDA AI‑fluent workforce plan (2025), EDB Singapore AI ecosystem overview).

Snapshot metric	2025 figure
Workers regularly using AI	About 3 in 4
Users reporting productivity gains	85%
New national training spaces / opportunities	~800 (announced)
Existing AI professionals	>6,000 (target to triple to 15,000 by 2028)
AI Centres of Excellence	26

“As cloud infrastructure underpins our digital economy and powers AI technologies, this pathway aligns training with industry demand [and] provides learners a clear path into cloud roles that support our AI ambitions.”

AI in Singapore marketing is doing the heavy, repetitive lifting - automating headline and ad-variant testing, scaling multilingual campaigns, generating short videos and dozens of personalised email variants, running programmatic/contextual ad optimisation, powering 24/7 conversational support and surfacing social trends in real time - so teams spend less time on production and more on strategy; local coverage even shows AI tools cutting video production turnarounds from days to hours and helping brands personalise at scale (AI marketing strategies and ROI in Singapore, how AI is transforming digital marketing in 2025).

But limits are real: generative models still hallucinate, data fragmentation and privacy rules (PDPA and cookieless shifts) constrain reliable personalisation, running advanced models has latency and cost implications, and brands must keep humans in the loop for tone, ethical checks and regulatory compliance - AI becomes a force multiplier only when paired with governance, reviewer workflows and clear fallback paths for complex judgment calls.

The practical takeaway for Singapore marketers: treat AI as automation for tasks and a plug-in for insight, not a replacement for brand judgment or regulatory responsibility - optimise the stack, mandate review points, and measure the minutes saved so faster actually frees time for higher-value strategy.

Automated tasks	Limits / Human role
Copy, ad variants & A/B testing	Brand voice, creative judgement, editorial review
Conversational AI / chatbots	Escalation routing, empathy, compliance checks
Personalisation & predictive analytics	Data quality, privacy (PDPA), provenance
Programmatic & contextual ads	Strategy, budget allocation, ethical placement
Social listening & trend spotting	Contextual interpretation, cultural nuance

Risk in Singapore marketing is uneven: the most exposed are roles heavy on repetitive, rules‑based work - think entry‑level data crunching, routine customer service and many contract or temporary positions in data‑rich sectors like banking (DBS plans to trim about 4,000 contract/temp roles as AI scales) - while surprising findings show even high‑skill, decision‑heavy jobs can be “cognitively captured” and reshaped by AI, putting senior professional tasks at risk too (Straits Times report on the Randstad Gen‑Z AI job survey in Singapore, Channel NewsAsia coverage of AI's impact on banking jobs in Singapore, Study: high‑skilled professional jobs in Singapore most impacted by AI (Yahoo Finance)).

Winners will be marketers who pair AI fluency (data literacy, prompt craft, tool use) with irreplaceable human strengths - creative strategy, stakeholder trust and people management - because employers are now hunting for staff who can interpret AI output and convert it into business decisions; the practical rule: if a role is high‑volume and rule‑bound it's vulnerable, if it blends judgement, empathy and AI skills it's positioned to benefit.

Most at risk	Most likely to benefit
Entry‑level data entry, routine customer service, contract/temp roles (banking examples)	AI‑literate marketers, analysts, prompt engineers, senior strategists who apply judgement
Tasks subject to “cognitive capture” (some high‑skill professional work)	Roles combining creativity, relationship management and data/AI interpretation

“In an age of generative AI, the real edge lies in integrating knowing, doing and connecting... it is no longer just about what you know, but how you apply it, what you build from it and how you collaborate with others.”

The must‑have technical skills for Singapore marketers in 2025 centre on prompt engineering, tool literacy and practical automation: learn to craft reliable prompts (role‑setting, few‑shot/chain‑of‑thought techniques and dynamic sequencing), build a prompt library and test for hallucination and bias, and pair those prompts with workflow automation and simple API integrations so campaigns actually scale.

Hands‑on familiarity with ChatGPT, Gemini and Copilot - plus creative tooling such as Runway ML for video - moves theory into daily wins, while courses that teach structuring data, chatbot enhancement and Zapier‑style automation make the learning immediately practical; see SUSS's modular course MKT563 for a six‑month, marketer‑focused prompt engineering pathway and WSQ short courses for fast, subsidised upskilling.

Balance these technical chops with governance: design reviewer checkpoints, provenance checks and simple metrics (minutes saved per task) so faster output translates into more strategic time.

For a quick comparison of local training options and what they emphasise, explore curated lists of Singapore prompt courses to pick the right fit for your team or career.

Course	Duration	Key focus
SUSS MKT563 Prompt Engineering for Marketers (SUSS course page)	6 months	Advanced prompting, chatbot building, data structuring, automation
WSQ Prompt Engineering Essentials (OOM Singapore WSQ course)	2 days (16 hours)	Practical prompt design, ethics, ChatGPT/Gemini/Copilot; subsidised
Vertical Institute prompt engineering and curated courses (industry‑aligned training)	Varies	Short, industry‑aligned prompt certifications and funding guidance

Singapore marketers must sharpen people skills that AI can't replicate: clear two‑way communication, active listening and empathy to unearth root causes, fast adaptability and a growth mindset to pivot as tools and channels change, plus collaborative problem‑solving that turns data into persuasive stories - skills local employers prize, as Hatch's roundup of in‑demand soft skills shows.

These “power” skills also make technical wins stick: empathy and cultural nuance turn personalised AI output into respectful, resonant campaigns, while strong communication and time management keep cross‑functional teams aligned (see Shopify's practical guide on soft skills and Skillfloor's analysis of how empathy and adaptability shape digital strategies).

Treat people skills as measurable practices - habitual follow‑ups, structured debriefs and quarterly learning goals - so faster AI production actually frees time for judgement, storytelling and ethical decisions that build trust with Singapore audiences.

Skill	Why it matters for Singapore marketers
Communication	Conveys strategy clearly across teams and to customers; pairs with active listening for better briefs
Empathy	Drives audience insight and culturally sensitive storytelling that AI alone can miss
Adaptability	Helps teams pivot when platforms, data or regulations change
Problem‑solving	Turns analytics into actionable campaign fixes and tests
Lifelong learning / Growth mindset	Keeps skills current as AI tools evolve and roles shift
Collaboration	Integrates creative, analytics and compliance perspectives for safer, higher‑impact work

“Whether you are in person or whether you are in a hybrid situation, understanding people's body language, their tone of voice, their tempo. You have to start putting together all those different pieces to connect.”

Make 2025 a practical, day‑to‑day routine: start each morning by asking a Marketing Copilot or Analyst to pull a one‑screen campaign dashboard (performance, spend, top segments) so attention lands on strategy, not data wrangling; hand repetitive work - email variants, ad‑copy testing, ticket triage - to Copilot agents and RPA for consistent execution; keep a living prompt library and run a 5‑minute hallucination/bias check before publishing generated copy; log minutes saved and error rates weekly so “speed” actually converts into strategic time; enforce PDPA and provenance checks on any customer data before using it in segmentation; schedule two hours a week for creative review and empathy‑led messaging that AI can't do; use lightweight pilots (one campaign or channel) to validate automation before scaling and pick tools that integrate with existing stacks; and, for SMEs, consider practical adoption paths and grants that lower the barrier to Copilot/Business Central automation.

These habits turn AI into a predictable productivity engine - remember, careful automation can reclaim up to 90 minutes a day for real strategic work, not just faster busywork (start small, measure, iterate, and keep humans in the loop).

“At its core, AI helps people do more with less by reducing repetitive work, improving accuracy, and creating space for higher‑value thinking.”

Singapore offers a tightly connected reskilling ecosystem that makes rapid marketer upskilling realistic: start with IMDA's TechSkills Accelerator (TeSA) for place‑and‑train routes and company‑led tracks, including the Company‑Led Training (CLT) and the Tech Immersion and Placement Programme (TIPP) that heavily subsidise bootcamps and on‑the‑job training; tap SkillsFuture for Individuals and employers for course fee subsidies, a S$500 opening SkillsFuture Credit, the Mid‑Career Enhanced Subsidy (extra support for those 40+), and Work‑Study and Career Transition pathways that bundle training with job placement; for teams, CLT helps firms hire-and-train with mentor‑led projects and industry alignment so marketing teams can pick practical AI, analytics or prompt‑engineering courses that map to real roles.

Practical tip: combine a short WSQ or SkillsFuture‑endorsed course with a TIPP/CLT place‑and‑train spot to lower cost and lock in real work experience while learning tools and governance in context - a funding route that can cut classroom costs by up to 90% for eligible candidates.

Program	Who it helps	Key benefit
IMDA TechSkills Accelerator (TeSA) program page	New hires, mid‑career PMETs, mature PMETs	Place‑and‑train, on‑the‑job training; TIPP offers heavy bootcamp subsidies (up to 90%)
SkillsFuture Singapore official portal	All Singaporeans (25+), extra support for 40+	SkillsFuture Credit (S$500), Mid‑Career Enhanced Subsidy, course fee and allowance support
IMDA Company‑Led Training (CLT) details	Employers & trainees	Hire‑and‑train with structured mentor projects aligned to Skills Framework

“As cloud infrastructure underpins our digital economy and powers AI technologies, this pathway aligns training with industry demand [and] provides learners a clear path into cloud roles that support our AI ambitions.”

Hiring in Singapore's marketing and tech sectors is shifting fast: prompt engineers and AI specialists are now headline roles on local job boards (JobStreet lists hundreds of prompt‑engineer openings), with Heicoders reporting prompt engineers typically earning about S$5,000–S$9,000 per month and projected senior figures even higher, while market reports show web and full‑stack developers hold a steady median of roughly S$6,750/month - and AI fluency is already paying a premium (20–25% uplift for AI/cloud skills).

Expect more hybrid titles in marketing teams - automation prompt leads and GenAI integrators - as platforms and e‑commerce teams hire for workflow automation and creative scale; one vivid sign: marketplace and social platforms are recruiting automation/prompt leads for shop operations, a concrete shift from “tool tests” to full roles.

For marketers mapping careers, the takeaway is clear: learning prompt craft and AI tooling places candidates in the fastest‑growing talent lanes, and local salary guides and hiring lists make it easy to benchmark next moves (see the Heicoders prompt salary guide and MediaPlus web dev salary report for detailed benchmarks).

Role	Typical pay (as reported)	Source
Prompt Engineer	S$5,000 – S$9,000 / month	Heicoders prompt engineer salary guide (Singapore)
Prompt Engineer (market guide)	S$100,000 – S$140,000 / year	Mavenside Singapore AI jobs 2025 salary guide
Web / Full‑Stack Developer (median)	~S$6,750 / month	MediaPlus Singapore web development careers & salaries report

Singapore marketers looking for concrete playbooks can borrow directly from Ulta Beauty's omnichannel toolkit: centralise loyalty data to personalise offers, layer AR try‑ons into mobile flows, and let programmatic targeting prioritise high‑value segments.

Ulta's GLAMLab shows how AR plus cloud ML turns a phone camera into a conversion tool -

“hold up your phone and immediately see what MAC's RubyWoo red lipstick looks like on your face”

while its Ultamate Rewards give marketing teams a unified view of customers that drives relevance across channels (see the deep dive on Ulta's cloud‑enabled personalization).

Local teams can also replicate the playbook for seasonal peaks: a programmatic, data‑matched campaign that prioritised top‑opportunity audiences delivered double‑ and triple‑digit ROAS uplifts in a recent case study, a practical reminder that blending loyalty, AR and targeted media can turn engagement into measurable revenue.

For hands‑on tools and maker prompts, explore tactical resources on mobile app features and creative tooling to adapt these examples for Singapore audiences and platforms.

Case example	Key metric / outcome	Source
Ulta GLAMLab virtual try‑on	Virtual try‑on experience with cloud ML (in‑app)	Ulta Beauty GLAMLab Google Cloud case study
Ultamate Rewards loyalty impact	~95% of offline & online sales from active members	Ulta Beauty Ultamate Rewards Google Cloud case study
Mobile app share	App drove 57% of e‑commerce sales in a reported quarter	Analysis of Ulta Beauty mobile app driving e‑commerce sales – House of Marketers
Programmatic seasonal campaign	6% YoY revenue lift; 3x over ROAS goal; 256% avg ROAS increase	Programmatic seasonal campaign case study – MeetRise

“There's nothing like being able to take makeup and digitally try it on your face.”

Build a Singapore‑ready career plan by treating the next 6 months as a skills sprint and the following 12 months as a proof‑and‑scale phase: in months 1–6, lock in core digital capabilities employers list as “in demand” - SEO, content, social ads, email automation and analytics (ship a GA4 report and a basic automated email flow to show impact) while using short WSQ or SkillsFuture courses to subsidise learning; plan concrete, employer‑facing projects from the Skills Demand for the Future Economy 2025 playbook (Skills Demand for the Future Economy 2025 report) and upskill with practical digital marketing modules that teach SEO, PPC and UX (practical digital marketing skills course in Singapore).

Months 6–12 are about levelling up: add AI and automation (smart segmentation, copy generation and workflow integrations), specialise in a niche (e‑commerce, CRM or sustainability comms) and convert learning into measurable wins that recruiters can verify - local salary guides and market reports show AI fluency and adaptability are already a premium, so document outcomes and iterate (SME digital marketing skills roadmap).

This two‑phase approach keeps learning practical, fundable and directly tied to job signals in Singapore's market.

6‑month focus	12‑month focus
Core skills: SEO, content, social, email, GA4 analytics	AI & automation: smart segmentation, prompt‑assisted copy, workflow integration
Short WSQ/SkillsFuture courses and funded microcredentials	Specialise: e‑commerce/CRM/sustainability comms + measurable project outcomes
Build employer‑facing projects (dashboards, automated flows)	Scale pilots into role tasks and document ROI for hiring conversations

“The Talent and Leaders in Finance Programme will help nurture more Singaporean specialists and leaders in Finance and ensure that Singaporeans are able to take up good jobs that the financial services sector will continue to generate in the years to come.”

Fear is the predictable first reaction, but the evidence from Singapore's 2025 push says embrace - with a plan: IMDA finds roughly three in four workers now use AI and 85% report time and quality gains, and national initiatives from TeSA to the new Skills Pathway for Cloud are explicitly building “AI‑fluent” non‑tech talent so marketers can move routine production into copilots and reclaim strategic time; practical next steps are clear - learn prompt craft and governance, run small pilots that measure minutes saved, and lock in subsidised training and place‑and‑train options so reskilling pays off on the job (see IMDA's AI‑fluent workforce announcement and the Skills Pathway for Cloud overview).

For hands‑on workplace skills, consider a focused bootcamp like Nucamp AI Essentials for Work bootcamp to build prompt and workflow muscle without a technical degree.

In short: don't wait to be disrupted - use the country's funding and training scaffolding to make AI a tool that amplifies human judgement, not a replacement for it.

Signal	2025 fact	What it means for Singapore marketers
Worker AI adoption	~3 in 4 workers use AI; 85% report gains	AI is already practical - prioritise prompt and workflow skills
National training	TeSA expansion & Skills Pathway for Cloud	Subsidised place‑and‑train routes available for marketers
Practical reskilling option	Nucamp AI Essentials for Work (15 weeks)	Fast, job‑focused course to build prompt and workplace AI skills

“As cloud infrastructure underpins our digital economy and powers AI technologies, this pathway aligns training with industry demand [and] provides learners a clear path into cloud roles that support our AI ambitions.”