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

Tunisia's marketing scene can't ignore AI in 2025: the World Economic Forum–backed analysis predicts a 22% structural shift in the labour market over five years, tilting growth toward AI, big data, cybersecurity and robotics and forcing teams to rethink who writes strategy versus who runs automation (World Economic Forum analysis: 22% AI labour-market shift in Tunisia).

Local capacity is rising fast - Novation City's NVIDIA-backed AI hub in Sousse offers free DLI training and DGX infrastructure that will feed a new talent pipeline (Novation City NVIDIA-backed AI hub in Sousse (NVIDIA blog)) - while recruiters flag AI as a time-saver that must not replace human judgment.

Marketers who master prompt-writing, data workflows and ethical use of automation will turn disruption into advantage; practical classroom-to-work options like Nucamp's Nucamp AI Essentials for Work bootcamp (syllabus) teach those exact, workplace-ready skills.

“AI can help us pick up certain micro-signals, but it can't replace human contact. We have to have the final say, because if the candidate never sees anyone and only talks to machines, it doesn't reflect well on the company.” (Interview 9)

Tunisia's labour market is mid‑reboot: a World Economic Forum–linked study projects a 22% structural shift in the next five years, channeling hiring toward AI and machine‑learning specialists, big‑data engineers, cybersecurity experts and robotics roles while routine accounting and assembly jobs shrink (source: WEF study - Tunisia 22% labour‑market shift (Libyan Express summary)); at the same time Tunisia ranks second in Africa on the 2025 AI Talent Readiness Index, showing the country is building the talent base to seize those openings (Tunisia 2nd in Africa - 2025 AI Talent Readiness Index (Invest in Tunisia)).

Employers already see the bottleneck - about 80% report skills shortages and 86% plan upskilling programs - so expect more on‑the‑job training, bootcamps and targeted hiring.

Public policy is catching up too: a national AI roadmap and recent AI‑assisted planning for the 2026–2030 development plan signal an official push to pair technology with governance (Tunisia AI Roadmap - OECD policy initiative).

The “so what?” is tangible: imagine small farms using AI to trim irrigation in real time, turning scarce water into a competitive edge - Tunisia's market is shifting from manual tasks to skills that design, manage and govern those systems.

“Using artificial intelligence in planning is now a necessity. Those who fail to adapt risk marginalization.”

In Tunisia, the marketing tasks most exposed to automation are the repetitive, rule‑based chores that AI already does best: routine reporting, bulk audience segmentation, template email and social copy generation, and hands‑off ad optimization - in other words, the “press‑the‑same‑button” work that can be scaled overnight (see the Future of Jobs survey on Tunisia's labour shifts - B2B.tn WEF summary).

Practical tool stacks and brand‑aligned AI copy already make it easy to scale localized messaging across channels (scale localized messaging with AI copy tools), and research on managerial work in Tunisia confirms AI's strength at automating repetitive processes while boosting autonomy in day‑to‑day tasks (study: AI and managerial practices in Tunisia).

Tasks that are far less at risk include strategic planning, creative direction, stakeholder engagement, policy and governance around data use, and final human judgment on candidate or customer contact - the nuanced work that keeps brands human and prevents campaigns from feeling like a conveyor belt of identical messages.

The sensible takeaway: automate the boring parts, protect the human touch.

AI in Tunisia is proving to be an amplifier for marketers, not just a replacement: predictive analytics and automated segmentation make hyper‑local personalization realistic, campaign measurement far faster, and cross‑border partner discovery easier - a dynamic highlighted at the 26th International Forum, which introduced a structured B2B matchmaking platform that helped 70 participants from 40 companies run 130 pre‑scheduled meetings and accelerate partnerships (International Forum coverage: AI and Tunisia - L'Économiste Maghrébin).

Real operational gains from the same conversations are instructive for marketing: Neapolis Pharma cut order processing from an hour to 30 seconds, a vivid example of how reducing backend friction can translate into near‑real‑time customer experiences and faster sales funnels that marketers can leverage.

The national Tunisia AI Roadmap is building the scaffolding for this shift - skills development, cloud/HPC infrastructure and open‑data policies that let marketing teams adopt privacy‑aware personalization and robust measurement practices (Tunisia AI Roadmap - OECD.AI policy initiative).

Practical moves for teams: adopt tested tool stacks and brand‑aligned AI copy workflows, formalize prompt and metric disciplines, and pair creative strategy with IT and procurement so automation scales without losing the human touch (Top 10 AI tools every Tunisian marketer should know in 2025).

“There is no better response to global geopolitical upheavals than unity. And there is no time to waste if we want to open a new industrial chapter rooted in innovation and responsibility.” (Mr. Hédi Méchri)

A compact 2025 skills checklist for Tunisian marketers should start with data literacy and measurement - being able to turn first‑party signals into reliable campaign insights - and extend to predictive analytics and hyper‑local personalization so campaigns actually meet customer intent; NobleProg's AI for Marketing training emphasizes exactly this blend of strategy and hands‑on practice (NobleProg AI for Marketing training in Tunisia).

Add prompt‑engineering and tool‑stack fluency - testing brand‑aligned AI copy and orchestration across channels is non‑negotiable - and pair it with clear data‑privacy and governance habits aligned to Tunisia's digital strategy.

Creative judgment, stakeholder collaboration (marketing + IT + procurement), and a commitment to continuous upskilling round out the list - attend local events like the two‑day AI Community Tunisia conference in Gammarth to keep skills current and network with practitioners.

For a practical sense of where to focus first, Nielsen's 2025 analysis shows AI's biggest near‑term wins are personalization, measurement and predictive analytics, so make those capabilities your priority (Nielsen 2025: How AI is redefining marketing), and start experimenting with a vetted tools stack as recommended in practical Nucamp guides (Nucamp AI Essentials for Work syllabus).

Build a Tunisia‑specific toolbox that matches a mobile‑first, social‑first market: start with social listening and real‑time monitoring (MENA‑focused platforms like Lucidya are designed for Arabic content) to catch trending conversations, then add AI copy testing - Phrasee‑style brand‑aligned generators - to scale localized email and social creatives while protecting tone; pair those with a tested prompt/tool stack (from simple assistants like ChatGPT to channel optimizers) so teams can iterate quickly and keep human oversight on final messaging (Tunisia digital market and platform stats, best practices for online research and mobile‑first surveys in Tunisia, Nucamp's practical tools stack and prompts).

Don't forget measurement and predictive analytics to prioritize high‑impact segments (AI models can flag renewals or churn risks), local SEO using the .tn domain to capture Tunisian intent, and lightweight CRM/WhatsApp integrations for fast customer replies - remember: with roughly 10.5 million internet users by Jan 2025, a toolset that emphasizes speed, local language handling (Arabic/French), and rigorous A/B testing will turn online reach into measurable growth.

Companies, training centres and policy makers are already moving in concert to make AI-ready marketing talent in Tunisia a reality: employers report heavy investment in workforce retraining (about 86% are rolling out upskilling programs) as the country faces a projected 22% structural labour‑market shift toward tech skills (Tunisia 22% AI labour‑market shift by 2025 (Libyan Express)); at the same time the World Bank approved a US$100 million STEEIR project to modernize higher education, strengthen university–industry links and align curricula with market needs (World Bank STEEIR $100M higher‑education project in Tunisia).

Complementary, sectoral initiatives show results on the ground: the Nexus Skills & Jobs for Youth program is retrofitting vocational training for agri‑firms, training 294 people (271 women) to meet private‑sector needs and proving that targeted public–private partnerships can turn classroom learning into hires (Nexus Skills & Jobs for Youth vocational training in Tunisia's agricultural sector (World Bank)).

The policy picture - more VET support from ETF, digital‑strategy investments and clearer employer‑education pathways - means marketers can expect more structured hiring pipelines, publicly funded retraining and clearer rules for data and skills validation; the immediate takeaway is simple: talent supply is scaling, but hiring will reward demonstrable, job‑aligned skills.

“Enhancing the partnership between higher education and the private sector is essential for Tunisia's economic growth and creating sustainable job opportunities, particularly for youth and women.” - Alexandre Arrobbio, World Bank Country Manager for Tunisia

Tunisia's marketing teams must treat AI like a powerful lens - it can sharpen targeting but also magnify harms if the social and legal frame isn't clear. National stakeholder work has already baked ethical pillars into the country's AI roadmap, stressing data governance and multi‑stakeholder oversight (Tunisia National AI Strategy stakeholder consultation workshops), and the new regional ALECSO Charter on AI Ethics urges culturally sensitive guardrails to prevent outputs that “offend or distort Arab culture” and to promote technological sovereignty (ALECSO Charter on AI Ethics for Arab countries).

At the same time, Tunisia lacks a standalone AI law and existing statutes such as Decree‑Law No.54 pose privacy and free‑speech risks that marketers must navigate with care (Overview of Tunisia's AI legal landscape).

Practical guardrails include human‑in‑the‑loop checks on customer messaging, vendor due diligence for bias and data residency, explicit consent and first‑party data strategies, and internal monitoring/ethics committees tied to measurable KPIs - otherwise a single culturally tone‑deaf campaign can erase months of brand trust overnight.

“Today, we face a collective responsibility to ensure that artificial intelligence is a driving force for progress and prosperity, not a tool that deepens digital divides or threatens human values.”

Turn the trends into action with a clear six‑step roadmap Tunisian marketers can use today: 1) run a rapid skills and tech audit tied to the country's projected 22% labour‑market shift to AI and tech roles (Libyan Express coverage of WEF 22% labour‑market shift); 2) prioritise data literacy, measurement and human‑centred skills that the WEF flags as essential as AI augments work (WEF 2025 skills outlook); 3) design a short, skills‑powered pilot that maps a few high‑value tasks to learning outcomes (follow Mercer's playbook: define vision, engage stakeholders, build a roadmap, pilot); 4) partner with training providers and HR to convert employer momentum - remember 86% of organisations are already funding upskilling - into job‑aligned certificates and on‑the‑job projects; 5) deploy a vetted tools + prompt stack and governance playbook (start with a tested toolkit and prompts from practical guides to avoid common pitfalls) - see Nucamp AI Essentials for Work syllabus (recommended tools & prompts) (Nucamp AI Essentials for Work syllabus); and 6) measure impact with tight KPIs and human‑in‑the‑loop checks so coaching improves execution as AI scales.

The payoff is concrete: stitch learning to a single pilot campaign and watch skills convert into faster decisions rather than replaced jobs - like turning a long, monthly reporting slog into a near‑real‑time decision loop that keeps teams in control and customers feeling seen.

“The best sales teams will use AI to make execution second nature while managers focus on human coaching to improve performance in areas technology can't teach.” - Mark Niemiec, Salesloft

The bottom line for Tunisia's marketers is practical: treat AI as a capability to stitch into existing workflows, not a replacement for judgement - build pilots, protect human‑in‑the‑loop checks, and match the national momentum from multi‑stakeholder policy work into day‑to‑day action (see the Tunisia National AI Strategy stakeholder workshops).

Start small with a pilot that focuses on measurement and personalization, use a disciplined tech audit and the 8‑step readiness playbook to avoid common scaling traps, and treat AI agents as

“tireless virtual team members” that free humans for strategy and creative judgment

(8‑step AI readiness checklist for marketing teams, Sam Solutions).

For marketers who want hands‑on skills, consider a structured short course to learn prompts, tools and governance - Nucamp's AI Essentials for Work syllabus links training straight to workplace tasks so teams convert learning into measurable campaigns rather than lost pilots; remember, many organisations deploy AI quickly but fail to capture value unless training, governance and KPIs are in place (Deloitte).

The immediate next step: pick one repetitive workflow, run a 6‑week pilot with clear KPIs, then scale only after proving impact and embedding human oversight.