Will AI replace Advertising accounts managers and creative directors?

Not as a job, but it is already doing parts of the work. Across the 96 official task statements scored for Advertising accounts managers and creative directors (United Kingdom, SOC 2494), 42% of the importance-weighted core work is made of tasks today's AI could already do most of. The overall exposure score is 50 out of 100 (range 44–56, band: partial). That is a statement about tasks, not about headcount: this measures what AI could do, not whether any employer adopts it, whether the law allows it, or whether doing the routine parts faster creates more demand for the human parts. Figures are from release 2026-q4.1.

What should someone working in “Advertising accounts managers and creative directors” do about AI?

Start from the ledger rather than the headline: 42% of this job's weighted core work is exposed, and roughly 35% is not. The practical move is to spend more of your week on the tasks that score low, the ones above, and to get fluent at directing AI through the tasks that score high, because those are the parts that change whether or not you are ready for them. This page does not predict your job, and nothing here is career advice tailored to you: the score describes the occupation, not the person.

How is the AI exposure score for Advertising accounts managers and creative directors calculated?

Each official task statement for the occupation is rated on five published 0–4 dimensions (output replicability, physical embodiment, licensed accountability, real-time human trust, and data availability) by claude-opus-5 using scoring prompt task_scoring_v1.0. The model never writes the score; a published formula turns the five ratings into a 0–100 number, so every score can be recomputed by hand. The occupation figure is the importance-weighted mean across 96 scored tasks. The prompt, the rubric, the formula and the full dataset are published at https://futureproof.collab365.com/method and https://futureproof.collab365.com/data/2026-q4.1 under CC BY 4.0.

UK dataswitch to US

Advertising accounts managers and creative directors

developing and implementing marketing plans, researching clients and markets to develop targeted advertising strategies and submitting estimates for programme costs as part of campaign plan development. If that's your week, this page is about your job.

The honest answer

This job is splitting in two: analysing and researching data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation is work AI now does quickly and cheaply, and presenting advertising campaign designs to clients for approval is work it can't touch.

Your move: what you can actually do about this ↓

Where the work sits, by task weight

shifting to AI: 42%
changing shape: 23%
staying human: 35%

These bars are tasks changing hands, not people being counted out. The ledger below shows which.

Whole-job exposure score 50 out of 100 (44–56 allowing for uncertainty): partial exposure, across 96 scored tasks. The number is the support for the sentence above it, not a headline about anyone’s future.

How we know this

What is measured: Every published task statement for advertising accounts managers and creative directors is rated on five dimensions: can a model produce the output, does the work need a body in a room, does it need a legally accountable person, does it depend on a person being trusted in the moment, and how much data exists. A published formula turns those five ratings into the score; the model never writes the number.

How the bar is built: Each task’s share of the bar is its published importance weight, so a task you do all day counts for more than one you do twice a year.

Release: 2026-q4.1, scores computed 2026-08-04. Read the full method.

Which half fills your week decides your exposure. Moving toward the second half is a real, doable plan.

Your week, as this page understands it

Advertising accounts managers and creative directors plan, design, organise and direct the advertising activities of an organisation. The job title says “advertising accounts managers” or “creative directors”: officially one job, two names. The real job is the part underneath: presenting advertising campaign designs to clients for approval. That is the thing someone has to be right about.

The exposed part of this job is specific, and we won’t pretend it is coming back. But advertising accounts managers and creative directors is not one task. It is 96 scored ones, and they are nowhere near equally exposed. The most durable of them, on this evidence, is presenting advertising campaign designs to clients for approval, and the ledger below shows exactly why.

Where the work sits, by task weight

shifting to AI: 42%
changing shape: 23%
staying human: 35%

These bars are tasks changing hands, not people being counted out. The ledger below shows which.

How we know this

How the bar is built: Each task’s share of the bar is its published importance weight, so a task you do all day counts for more than one you do twice a year.

Release: 2026-q4.1, scores computed 2026-08-04. Read the full method.

Your job, task by task

These are the official task statements for this occupation, in plain English, sorted by what the evidence says is happening to each one. The official wording sits under every line so you can check the rewrite against it.

63 of this occupation's scored task statements carry a score that was measured under a different occupation's context, because the statement is shared between jobs and has only been scored once so far. Each one names the occupation it was measured under in the free routes below; none is presented as a measurement for this job.
Task clusters are not derived in this release, so the task-cluster field is empty and no Collab365 Space routing is attached to this occupation yet.

Shifting to AI

41 tasks

Tasks today’s tools can already do most of. This is the part we will not soften: where these rows are the bulk of your week, the week changes.

Developing and implementing marketing plans
This is reading one thing and writing another: plans in, a record out. That is the shape today's tools are built for.
importance 90 · 2494/01
Source: “Develop and implement marketing plans, advertising strategies, direct marketing efforts, and campaigns.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (57–71 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Marketing plans and campaign strategies follow well-documented patterns software drafts well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Collaborating with a copywriter to create client-specific adverts
This is reading one thing and writing another: a copywriter in, a record out. That is the shape today's tools are built for.
importance 90 · 2494/02
Source: “Collaborate with a copywriter to create client-specific adverts.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (57–71 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Writing advert copy is a strength of current software, though a copywriter still shapes and approves the result.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Analysing sales data to judge a campaign's effectiveness
This is reading one thing and writing another: sales data in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Analyse sales data to judge a campaign's effectiveness.” (UK task statement)
How this row was scored
Exposure score: 93 out of 100 (89–97 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Judging a campaign from sales data is straightforward analysis these tools do reliably.
The five ratings: output a model can produce 4/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Analysing and researching data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation
This is reading one thing and writing another: data in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/03
Source: “Analyse and research data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation, supporting the organisation's charitable aims.” (UK task statement)
How this row was scored
Exposure score: 93 out of 100 (89–97 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Analysing supporter data to understand behaviour is exactly the sort of work these tools do well.
The five ratings: output a model can produce 4/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.

Changing shape

22 tasks

Tasks where the machine takes the producing and a person keeps the checking, the deciding, or the answering-for-it. For most jobs this is the biggest group, and it is where "transformation, not termination" is literally visible.

Ensuring projects meet deadlines and signing off before presentation
The software now makes the first pass at projects meet deadlines, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 90 · 2494/02
Source: “Ensure projects meet deadlines and sign off before presentation.” (UK task statement)
How this row was scored
Exposure score: 43 out of 100 (36–50 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Tracking deadlines is easy to automate, but signing work off before it goes to a client is a person’s responsibility.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 1/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Collaborating with creatives and account managers within the agency to develop campaigns
The software now makes the first pass at creatives, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 90 · 2494/01
Source: “Collaborate with creatives and account managers within the agency to develop campaigns.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Building campaigns with creatives and account teams is collaborative work tools support rather than carry out.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Aligning consumer perceptions with the client's desired brand image
The software now makes the first pass at consumer perceptions, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/01
Source: “Align consumer perceptions with the client's desired brand image.” (UK task statement)
How this row was scored
Exposure score: 49 out of 100 (42–56 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Shaping how consumers see a brand draws on well documented research methods, so software can do much of the thinking.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.

Staying human

33 tasks

Tasks that stay with a person, because they happen in the physical world, because the rules need someone accountable, or because the value is that a specific person does them.

Presenting advertising campaign designs to clients for approval
The value here is that a specific person handles campaign designs and stands behind it. That is earned, not computed.
importance 90 · 2494/01, 2494/02
Source: “Present advertising campaign designs to clients for approval.” (UK task statement)
How this row was scored
Exposure score: 21 out of 100 (14–28 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: The design work can be prepared by software, but winning a client’s approval happens face to face in the room.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Working with agency colleagues to devise an advertising campaign that meets the client's brief and budget
The value here is that a specific person handles agency colleagues and stands behind it. That is earned, not computed.
importance 90 · 2494/01
Source: “Work with agency colleagues to devise an advertising campaign that meets the client's brief and budget.” (UK task statement)
How this row was scored
Exposure score: 30 out of 100 (23–37 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Campaign ideas come quickly from software, but building one that fits a client's brief and budget is team work.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Developing creative ideas and concepts in partnership with the art director
The value here is that a specific person handles creative ideas and stands behind it. That is earned, not computed.
importance 90 · 2494/02
Source: “Develop creative ideas and concepts in partnership with the art director.” (UK task statement)
How this row was scored
Exposure score: 30 out of 100 (23–37 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Software generates plenty of concepts, but developing them with an art director is a back-and-forth between two people.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.

Show the other 86 tasks

Conducting external market research and analysing fundraising activities to recommend improvements and support team innovation
shifting to AI
This is reading one thing and writing another: external market research in, a record out. That is the shape today's tools are built for.
importance 70 · 2494/03
Source: “Conduct external market research and analyse fundraising activities to recommend improvements and support team innovation.” (UK task statement)
How this row was scored
Exposure score: 93 out of 100 (89–97 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Market research and performance analysis to suggest improvements is squarely within these tools' strengths.
The five ratings: output a model can produce 4/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Conducting research to identify potential investors' financial data and interests
shifting to AI
This is reading one thing and writing another: research in, a record out. That is the shape today's tools are built for.
importance 60 · 2494/03
Source: “Conduct research to identify potential investors' financial data and interests.” (UK task statement)
How this row was scored
Exposure score: 93 out of 100 (89–97 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Researching potential investors' finances and interests draws on published sources these tools search thoroughly.
The five ratings: output a model can produce 4/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Invoicing clients for campaign services
shifting to AI
This is reading one thing and writing another: clients in, a record out. That is the shape today's tools are built for.
importance 70 · 2494/01
Source: “Invoice clients for campaign services.” (UK task statement)
How this row was scored
Exposure score: 88 out of 100 (84–92 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Raising client invoices is routine, rule-based paperwork that billing software already does with a person checking.
The five ratings: output a model can produce 4/4 · needs a body in a room 0/4 · needs an accountable person 1/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Analysing demographics, socio-economics and marketing data to inform advertising strategies
shifting to AI
This is reading one thing and writing another: demographics, socio-economics and marketing data in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Analyse demographics, socio-economics, and market data to inform advertising strategies.” (UK task statement)
How this row was scored
Exposure score: 83 out of 100 (79–87 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Analysing market and demographic data is exactly what software is built for, with plenty of published data to work from.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Analysing campaign audience figures to assess engagement levels
shifting to AI
This is reading one thing and writing another: campaign audience figures in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Analyse campaign audience figures to assess engagement levels.” (UK task statement)
How this row was scored
Exposure score: 83 out of 100 (79–87 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Reading campaign engagement figures is standard analytics work that reporting tools and software already handle end to end.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Researching the product or service
shifting to AI
This is reading one thing and writing another: the product in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Research the product or service to be advertised, gaining necessary technical or specific knowledge.” (UK task statement)
How this row was scored
Exposure score: 83 out of 100 (79–87 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Getting up to speed on a product or service is research and summarising, which software does fast and well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Developing or maintaining internal or external company websites
shifting to AI
This is reading one thing and writing another: internal or external company websites in, a record out. That is the shape today's tools are built for.
importance 50 · 2494/03
Source: “Develop or maintain internal or external company websites.” (UK task statement)
How this row was scored
Exposure score: 83 out of 100 (79–87 allowing for uncertainty): very high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Building and maintaining company websites is one of the strongest areas for current tools, with abundant documentation available.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Creating written documents and presentations for marketing plans and campaigns
shifting to AI
This is reading one thing and writing another: written documents in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Create written documents and presentations for marketing plans and campaigns.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Writing and building the deck is quick for software, though the plan itself needs the business's own thinking.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Handling budgets for campaigns
shifting to AI
This is reading one thing and writing another: budgets in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Handle budgets for campaigns.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Campaign budgets are numbers in spreadsheets, and the rules for tracking and reforecasting them are standard, so software handles most of the work.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Identifying target audiences
shifting to AI
This is reading one thing and writing another: target audiences in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Identify target audiences for products, services, or technologies.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Segmenting audiences from available data is analysis software does well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Analysing business developments and monitoring market trends
shifting to AI
This is reading one thing and writing another: business developments in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Analyse business developments and monitor market trends.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Tracking and summarising market information is desk research that software handles well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Conducting research on consumer opinions and marketing strategies
shifting to AI
This is reading one thing and writing another: research in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Conduct research on consumer opinions and marketing strategies.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Gathering and summarising research on consumer opinion and strategy is desk work software does quickly.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Inspecting layouts and advertising copy for adherence to specifications
shifting to AI
This is reading one thing and writing another: layouts in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Inspect layouts and advertising copy for adherence to specifications.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Checking layouts and copy against a specification is systematic and largely automatable.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Researching clients and markets to develop targeted advertising strategies
shifting to AI
This is reading one thing and writing another: clients in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Research clients and markets to develop targeted advertising strategies.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Researching clients and markets to shape a strategy is reading, summarising and drawing conclusions, which software does quickly.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Submitting estimates for programme costs as part of campaign plan development
shifting to AI
This is reading one thing and writing another: estimates in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Submit estimates for programme costs as part of campaign plan development.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Cost estimates follow from known rates and the campaign plan.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Devising methods for collecting data through surveys
shifting to AI
This is reading one thing and writing another: methods in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Devise methods for collecting data through surveys, opinion polls, or questionnaires.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Survey and questionnaire design is well documented and drafts easily.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Editing scripts, audio, video and other promotional material to ensure specification compliance
shifting to AI
This is reading one thing and writing another: scripts, audio, video and other promotional material in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Edit scripts, audio, video, and other promotional material to ensure specification compliance.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Checking scripts and media against a specification is systematic work software supports well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Identifying contacts for promotional campaigns and industry programmes
shifting to AI
This is reading one thing and writing another: contacts in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Identify contacts for promotional campaigns and industry programmes.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Building contact lists from directories and industry sources is research software does quickly.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Monitoring performance against agreed sales targets
shifting to AI
This is reading one thing and writing another: performance against agreed sales targets in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Monitor performance against agreed sales targets.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Tracking performance against agreed targets is standard reporting from sales systems.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Reviewing illustrations to design presentations for products or services
shifting to AI
This is reading one thing and writing another: illustrations in, a record out. That is the shape today's tools are built for.
importance 70 · 2494/01
Source: “Review illustrations to design presentations for products or services.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Assembling and reviewing illustrations for a presentation is well-supported desk work.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Performing administrative tasks relevant to the job role
shifting to AI
This is reading one thing and writing another: this work in, a record out. That is the shape today's tools are built for.
importance 65 · 2494/01
Source: “Perform administrative tasks relevant to the job role.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: General office administration is screen-based, documented work software supports strongly.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Developing storyboards to visually represent scenes for multimedia projects
shifting to AI
This is reading one thing and writing another: storyboards in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/02
Source: “Develop storyboards to visually represent scenes for multimedia projects.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Storyboards are visual drafts that image tools now produce quickly to a standard creatives will work from.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Formulating basic layout design or presentation approach specifying style and size of type
shifting to AI
This is reading one thing and writing another: basic layout design in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/02
Source: “Formulate basic layout design or presentation approach specifying style and size of type.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Setting out a basic layout approach and type choices follows documented design conventions software applies well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Managing own workload and internal tasks to plan and budget
shifting to AI
This is reading one thing and writing another: own workload in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/02
Source: “Manage own workload and internal tasks to plan and budget.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Planning your own work and budget is scheduling and arithmetic against information already in the system.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Researching and incorporating the latest design trends into projects
shifting to AI
This is reading one thing and writing another: the latest design trends in, a record out. That is the shape today's tools are built for.
importance 65 · 2494/02
Source: “Research and incorporate the latest design trends into projects.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Design trends are widely published, so gathering and applying them is straightforward research.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Specifying material details
shifting to AI
This is reading one thing and writing another: material details in, a record out. That is the shape today's tools are built for.
importance 50 · 2494/02
Source: “Specify material details for layouts including photographs, graphics, animation, video, and sound.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (71–79 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Specifying which photographs, graphics, video and sound a layout needs is structured documentation software drafts reliably.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Conducting research to identify potential donors' goals
shifting to AI
This is reading one thing and writing another: research in, a record out. That is the shape today's tools are built for.
importance 65 · 2494/03
Source: “Conduct research to identify potential donors' goals, net worth, and charitable donation history.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Donor research means gathering and summarising information that already sits in databases and public records, which software does quickly and thoroughly.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Creating material for an effective 'Case for Support' using a variety of mediums to acquire or retain supporters
shifting to AI
This is reading one thing and writing another: material in, a record out. That is the shape today's tools are built for.
importance 55 · 2494/03
Source: “Create material for an effective 'Case for Support' using a variety of mediums to acquire or retain supporters.” (UK task statement)
How this row was scored
Exposure score: 75 out of 100 (68–82 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Fundraising copy across leaflets, emails and web pages follows familiar patterns, so software drafts it well once given the charity's own facts.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Developing creative ideas for promotional marketing campaigns
shifting to AI
It is the same call made over and over on creative ideas, with a right answer to check it against. That is what a model is trained on.
importance 85 · 2494/02
Source: “Develop creative ideas for promotional marketing campaigns.” (UK task statement)
How this row was scored
Exposure score: 65 out of 100 (58–72 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Ideas come quickly, but genuinely fresh creative work still relies on people.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 4/4.
Managing budgets for campaigns, including preparing client costings
shifting to AI
This is reading one thing and writing another: budgets in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Manage budgets for campaigns, including preparing client costings.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (60–68 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Costings and budget tracking are routine calculations, though clients discuss them with a person.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Providing the creative team with a clearly defined brief that contains concise information on the product
shifting to AI
This is reading one thing and writing another: the creative team in, a record out. That is the shape today's tools are built for.
importance 85 · 2494/01
Source: “Provide the creative team with a clearly defined brief that contains concise information on the product, audience and strategy.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (57–71 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Turning product and audience information into a clear creative brief is structured writing software does well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Evaluating marketing effectiveness for the organisation or clients
shifting to AI
This is reading one thing and writing another: effectiveness in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Evaluate marketing effectiveness for the organisation or clients.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (60–68 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Measuring what worked is data analysis, though the conclusions get discussed with clients or colleagues.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Presenting ideas through reports and presentations for review
shifting to AI
This is reading one thing and writing another: ideas in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/01
Source: “Present ideas through reports and presentations for review.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (57–71 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Turning ideas into reports and slide decks is well-trodden ground for writing software, with the pitch itself needing a light human hand.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Commissioning market research
shifting to AI
This is reading one thing and writing another: market research in, a record out. That is the shape today's tools are built for.
importance 75 · 2494/01
Source: “Commission market research.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (57–71 allowing for uncertainty): high exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Writing a research brief and selecting an agency is documented, comparable work tools support well.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Arranging meetings for sales representatives with potential customers
shifting to AI
This is reading one thing and writing another: meetings in, a record out. That is the shape today's tools are built for.
importance 70 · 2494/01
Source: “Arrange meetings for sales representatives with potential customers.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (60–68 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Booking and confirming customer meetings is routine scheduling and outreach.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Publicising the service to increase visibility
shifting to AI
This is reading one thing and writing another: the service in, a record out. That is the shape today's tools are built for.
importance 70 · 2494/01
Source: “Publicise the service to increase visibility.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (60–68 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Publicity material drafts easily, though placing it well benefits from knowing the audience.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Ensuring adherence to budgets
shifting to AI
This is reading one thing and writing another: adherence in, a record out. That is the shape today's tools are built for.
importance 80 · 2494/02
Source: “Ensure adherence to budgets.” (UK task statement)
How this row was scored
Exposure score: 64 out of 100 (60–68 allowing for uncertainty): high exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Tracking spend against budget is straightforward monitoring, though holding people to it needs a person.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Developing marketing strategies to enhance brand visibility and increase market share
changing shape
The software now makes the first pass at strategies, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/01
Source: “Develop marketing strategies to enhance brand visibility and increase market share.” (UK task statement)
How this row was scored
Exposure score: 58 out of 100 (51–65 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Drafts come easily, but a strategy that fits this business needs commercial judgement.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Identifying a unique angle on a product or service to base an advertising campaign
changing shape
The software now makes the first pass at a unique angle, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/01
Source: “Identify a unique angle on a product or service to base an advertising campaign.” (UK task statement)
How this row was scored
Exposure score: 58 out of 100 (51–65 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Software generates plenty of campaign angles, but picking the one that will actually land still takes a creative judgement call.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Designing interfaces for multimedia games
changing shape
The software now makes the first pass at interfaces, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 65 · 2494/02
Source: “Design interfaces for multimedia games, products, and devices.” (UK task statement)
How this row was scored
Exposure score: 58 out of 100 (51–65 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Interface design has abundant documented patterns, so software produces workable drafts, though the polish still comes from a designer.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Compiling or developing materials to submit to granting or other funding organisations
changing shape
The software now makes the first pass at materials, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 75 · 2494/03
Source: “Compile or develop materials to submit to granting or other funding organisations.” (UK task statement)
How this row was scored
Exposure score: 58 out of 100 (51–65 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Funding bids follow published guidance, so drafts come easily, but the persuasive detail about this organisation still needs writing by someone who knows it.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Creating and distributing marketing materials for new products targeting the public
changing shape
The software now makes the first pass at materials, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/01
Source: “Create and distribute marketing materials for new products targeting the public.” (UK task statement)
How this row was scored
Exposure score: 56 out of 100 (52–60 allowing for uncertainty): partial exposure, high confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Materials can be drafted and published digitally, though print and events still need people.
The five ratings: output a model can produce 3/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Informing clients about project progress and discussing any arising issues
changing shape
The software now makes the first pass at clients, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/02
Source: “Inform clients about project progress and discuss any arising issues.” (UK task statement)
How this row was scored
Exposure score: 53 out of 100 (46–60 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Progress updates are easily drafted, though clients want to raise issues with a person.
The five ratings: output a model can produce 3/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Developing and implementing marketing strategies to promote the business in new or niche markets
changing shape
The software now makes the first pass at strategies, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/01
Source: “Develop and implement marketing strategies to promote the business in new or niche markets.” (UK task statement)
How this row was scored
Exposure score: 49 out of 100 (42–56 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Plans can be drafted, but choosing and entering a new market needs commercial judgement.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Planning and coordinating advertising campaigns and sales promotions
changing shape
The software now makes the first pass at campaigns, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/01
Source: “Plan and coordinate advertising campaigns and sales promotions.” (UK task statement)
How this row was scored
Exposure score: 49 out of 100 (42–56 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Plans draft easily, but coordinating a live campaign means working with several teams.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Ensuring deadlines are met
changing shape
The software now makes the first pass at deadlines are met, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/02
Source: “Ensure deadlines are met.” (UK task statement)
How this row was scored
Exposure score: 49 out of 100 (42–56 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Meeting deadlines is about chasing and organising people, though tools track and flag progress well.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Reviewing art materials developed by staff members
changing shape
The software now makes the first pass at art materials, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 60 · 2494/02
Source: “Review art materials developed by staff members.” (UK task statement)
How this row was scored
Exposure score: 49 out of 100 (42–56 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Software can review artwork against a brief, though a creative director’s eye still decides whether it is good enough.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Organising and attending meetings
changing shape
The software now makes the first pass at meetings, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 70 · 2494/01
Source: “Organise and attend meetings.” (UK task statement)
How this row was scored
Exposure score: 48 out of 100 (41–55 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Setting up meetings and producing notes is well handled by software, though attending them still means being present.
The five ratings: output a model can produce 3/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Approving copy materials developed by staff members
changing shape
The software now makes the first pass at copy materials, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/02
Source: “Approve copy materials developed by staff members.” (UK task statement)
How this row was scored
Exposure score: 43 out of 100 (36–50 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Software can check and improve copy, but approving it for a client remains a named person’s responsibility.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 1/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Marking up, paste and assembling final layouts to prepare layouts for printer
changing shape
The software now makes the first pass at up, paste and assembling final layouts, but the deciding part still needs a person. So the job becomes checking and deciding rather than producing.
importance 70 · 2494/02
Source: “Mark up, paste, and assemble final layouts to prepare layouts for printer.” (UK task statement)
How this row was scored
Exposure score: 43 out of 100 (36–50 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch.
The rating behind it: Assembling final layouts is partly file work and partly hands-on preparation for the printer.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 3/4.
Briefing media, creative and researching staff in collaboration with the account manager
changing shape
The software now makes the first pass at media, creative and researching staff, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 85 · 2494/01
Source: “Brief media, creative, and research staff in collaboration with the account manager.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Briefs draft easily, though briefing colleagues properly is a working conversation.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Liaising with clients to identify their requirements
changing shape
The software now makes the first pass at clients, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/01
Source: “Liaise with clients to identify their requirements.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Drawing out what a client actually needs happens in conversation with them.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Working with customers, company officials, sales departments and advertising agencies to tailor promotional material
changing shape
The software now makes the first pass at customers, company officials, sales departments and advertising agencies, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 80 · 2494/01
Source: “Work with customers, company officials, sales departments, and advertising agencies to tailor promotional material.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Drafting is quick, though tailoring material happens through discussion with several parties.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Setting clear and measurable objectives for the team
changing shape
The software now makes the first pass at clear, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 75 · 2494/01
Source: “Set clear and measurable objectives for the team.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Objectives can be drafted, but agreeing them with a team is a management conversation.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Presenting specific marketing ideas to clients to meet their advertising needs
changing shape
The software now makes the first pass at specific marketing ideas, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 75 · 2494/02
Source: “Present specific marketing ideas to clients to meet their advertising needs.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: The ideas and slides can be drafted by software, but pitching them to a client is a live, persuasive job.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Presenting ideas to a creative director or account team
changing shape
The software now makes the first pass at ideas, but the part that matters is a person saying it and standing behind it. So the job becomes checking and deciding rather than producing.
importance 70 · 2494/02
Source: “Present ideas to a creative director or account team.” (UK task statement)
How this row was scored
Exposure score: 40 out of 100 (33–47 allowing for uncertainty): partial exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: The ideas can be prepared by software, but selling them to a creative director happens face to face.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Presenting project proposals to directors in an in-house setting
staying human
The value here is that a specific person handles project proposals and stands behind it. That is earned, not computed.
importance 80 · 2494/02
Source: “Present project proposals to directors in an in-house setting.” (UK task statement)
How this row was scored
Exposure score: 39 out of 100 (32–46 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; the value is that a specific person does it.
The rating behind it: The proposal itself can be drafted by software, but presenting it to directors and answering them happens live.
The five ratings: output a model can produce 3/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 3/4.
Negotiating with media sales companies for the best rates and spaces in advertising
staying human
The value here is that a specific person handles media sales companies and stands behind it. That is earned, not computed.
importance 85 · 2494/01
Source: “Negotiate with media sales companies for the best rates and spaces in advertising.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Negotiating rates and space turns on live give-and-take with the other side.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Discussing contracts, selection of advertising media or products to be advertised with department heads or staff
staying human
The value here is that a specific person handles contracts and stands behind it. That is earned, not computed.
importance 80 · 2494/01
Source: “Discuss contracts, selection of advertising media, or products to be advertised with department heads or staff.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: The work is a live discussion where people weigh contract and media options together.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Coordinating activities of sales, graphic arts and media departments
staying human
The value here is that a specific person handles activities of sales, graphic arts and media departments and stands behind it. That is earned, not computed.
importance 75 · 2494/01
Source: “Coordinate activities of sales, graphic arts, and media departments.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Coordinating sales, design and media teams is mostly about people agreeing priorities together.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Coordinating activities of finance and researching departments
staying human
The value here is that a specific person handles activities of finance and stands behind it. That is earned, not computed.
importance 70 · 2494/01
Source: “Coordinate activities of finance and research departments.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Coordination between finance and research happens through people agreeing priorities.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Determining clients' objectives for presentations
staying human
The value here is that a specific person handles clients' objectives and stands behind it. That is earned, not computed.
importance 70 · 2494/02
Source: “Determine clients' objectives for presentations.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Working out what a client actually wants comes from conversation and reading between the lines of what they say.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Negotiating with printers and estimators to determine services
staying human
The value here is that a specific person handles printers and stands behind it. That is earned, not computed.
importance 65 · 2494/02
Source: “Negotiate with printers and estimators to determine services to be performed.” (UK task statement)
How this row was scored
Exposure score: 35 out of 100 (28–42 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Prices and specifications can be prepared by software, but negotiating with printers is a back-and-forth between people.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Liaising with clients to discuss the brief and come up with creative and innovative ideas
staying human
The value here is that a specific person handles clients and stands behind it. That is earned, not computed.
importance 85 · 2494/01
Source: “Liaise with clients to discuss the brief and come up with creative and innovative ideas.” (UK task statement)
How this row was scored
Exposure score: 32 out of 100 (25–39 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Ideas can be generated quickly, but clients open up about what they want to a person they trust.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 3/4.
Supporting the preparation and delivery of business pitches to secure new clients or projects
staying human
The value here is that a specific person handles the preparation and stands behind it. That is earned, not computed.
importance 85 · 2494/01
Source: “Support the preparation and delivery of business pitches to secure new clients or projects.” (UK task statement)
How this row was scored
Exposure score: 31 out of 100 (24–38 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: reading one thing and writing another; the same decision, made over and over; the value is that a specific person does it.
The rating behind it: Pitch materials are easy to prepare, but winning the business happens in the room with the client.
The five ratings: output a model can produce 3/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 3/4.
Discussing the conclusion and recommendations from the audit with clients
staying human
The value here is that a specific person handles the conclusion and stands behind it. That is earned, not computed.
importance 65 · 2494/01
Source: “Discuss the conclusion and recommendations from the audit with clients.” (UK task statement)
How this row was scored
Exposure score: 28 out of 100 (21–35 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: The findings can be written up automatically, but taking a client through awkward conclusions depends on the trust built in that conversation.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Hiring members for the creative team
staying human
The value here is that a specific person handles members and stands behind it. That is earned, not computed.
importance 70 · 2494/02
Source: “Hire members for the creative team.” (UK task statement)
How this row was scored
Exposure score: 28 out of 100 (21–35 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Software can shortlist and draft adverts, but choosing and winning over a creative hire still turns on meeting the person.
The five ratings: output a model can produce 2/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Collaborating with an advertising agency's creative director and art director to present advertising information
staying human
The value here is that a specific person handles an advertising agency's creative director and stands behind it. That is earned, not computed.
importance 85 · 2494/02
Source: “Collaborate with an advertising agency's creative director and art director to present advertising information.” (UK task statement)
How this row was scored
Exposure score: 26 out of 100 (19–33 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Presenting advertising thinking to a creative director works through discussion in the room, not a document alone.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Hiring staff members who develop design concepts into art layouts
staying human
The value here is that a specific person handles staff members who develop design concepts and stands behind it. That is earned, not computed.
importance 65 · 2494/02
Source: “Hire staff members who develop design concepts into art layouts.” (UK task statement)
How this row was scored
Exposure score: 26 out of 100 (19–33 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Software can sift applications, but choosing who joins a creative team comes down to judgement in an interview.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Reviewing mock-ups and product samples to delineate operating procedures
staying human
This work happens in the physical world: mock-ups, in a real place. Software cannot follow it there.
importance 55 · 2494/02
Source: “Review mock-ups and product samples to delineate operating procedures.” (UK task statement)
How this row was scored
Exposure score: 25 out of 100 (18–32 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: mistakes that are cheap to catch; work that happens in the physical world.
The rating behind it: Working out operating procedures from a physical sample means handling the product itself.
The five ratings: output a model can produce 2/4 · needs a body in a room 2/4 · needs an accountable person 0/4 · needs to be trusted in the moment 0/4 · how much data exists 2/4.
Coordinating studio or location photography sessions
staying human
This work happens in the physical world: studio, in a real place. Software cannot follow it there.
importance 75 · 2494/02
Source: “Coordinate studio or location photography sessions.” (UK task statement)
How this row was scored
Exposure score: 24 out of 100 (17–31 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the same decision, made over and over; mistakes that are cheap to catch; work that happens in the physical world.
The rating behind it: Shoots can be planned on paper, but coordinating a studio or location session happens in the room.
The five ratings: output a model can produce 2/4 · needs a body in a room 2/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 3/4.
Acting as the intermediary between the client and the advertising agency
staying human
The value here is that a specific person handles the intermediary and stands behind it. That is earned, not computed.
importance 90 · 2494/01
Source: “Act as the intermediary between the client and the advertising agency, maintaining regular contact with both.” (UK task statement)
How this row was scored
Exposure score: 21 out of 100 (14–28 allowing for uncertainty): low exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Being the trusted go-between for client and agency rests on a relationship built over time, not on producing documents.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Assigning, supervising and reviewing the activities of fundraising staff
staying human
The value here is that a specific person handles the activities of fundraising staff and stands behind it. That is earned, not computed.
importance 80 · 2494/03
Source: “Assign, supervise, and review the activities of fundraising staff.” (UK task statement)
How this row was scored
Exposure score: 21 out of 100 (17–25 allowing for uncertainty): low exposure, high confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Supervising and reviewing staff works through an ongoing relationship with each person.
The five ratings: output a model can produce 2/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Negotiating and agreeing on budgets with clients and managers
staying human
The value here is that a specific person handles budgets and stands behind it. That is earned, not computed.
importance 80 · 2494/01
Source: “Negotiate and agree on budgets with clients and managers.” (UK task statement)
How this row was scored
Exposure score: 18 out of 100 (11–25 allowing for uncertainty): minimal exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Agreeing a budget is a negotiation where trust between the people in the room decides the outcome.
The five ratings: output a model can produce 1/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Managing and motivating teams to increase sales
staying human
The value here is that a specific person handles teams and stands behind it. That is earned, not computed.
importance 75 · 2494/01
Source: “Manage and motivate teams to increase sales.” (UK task statement)
How this row was scored
Exposure score: 18 out of 100 (14–22 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Motivating a sales team depends on trust built with those people.
The five ratings: output a model can produce 1/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Providing presentation support during new product and service introductions to field staff and customers
staying human
This work happens in the physical world: presentation support during new product, in a real place. Software cannot follow it there.
importance 75 · 2494/01
Source: “Provide presentation support during new product and service introductions to field staff and customers.” (UK task statement)
How this row was scored
Exposure score: 18 out of 100 (11–25 allowing for uncertainty): minimal exposure, medium confidence.
Why it sits in this group: work that happens in the physical world; the value is that a specific person does it.
The rating behind it: Supporting a live introduction means being present with field staff and customers.
The five ratings: output a model can produce 2/4 · needs a body in a room 2/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Directing the mobilisation of a campaign team to advance goals
staying human
The value here is that a specific person handles the mobilisation of a campaign team and stands behind it. That is earned, not computed.
importance 70 · 2494/01
Source: “Direct the mobilisation of a campaign team to advance goals.” (UK task statement)
How this row was scored
Exposure score: 18 out of 100 (11–25 allowing for uncertainty): minimal exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Mobilising a campaign team depends on leadership people respond to.
The five ratings: output a model can produce 1/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Managing sales team to achieve sales targets
staying human
The value here is that a specific person handles sales team and stands behind it. That is earned, not computed.
importance 70 · 2494/01
Source: “Manage sales team to achieve sales targets.” (UK task statement)
How this row was scored
Exposure score: 18 out of 100 (14–22 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Leading a sales team to hit targets depends on relationships and motivation only a person can carry.
The five ratings: output a model can produce 1/4 · needs a body in a room 0/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Leading projects from start to end to deliver innovative design solutions
staying human
The value here is that a specific person handles projects and stands behind it. That is earned, not computed.
importance 85 · 2494/02
Source: “Lead projects from start to end to deliver innovative design solutions.” (UK task statement)
How this row was scored
Exposure score: 17 out of 100 (10–24 allowing for uncertainty): minimal exposure, medium confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Leading a design project from start to finish means holding people, clients and decisions together in real time.
The five ratings: output a model can produce 1/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Facilitating effective communication within the team
staying human
The value here is that a specific person handles effective communication within the team and stands behind it. That is earned, not computed.
importance 70 · 2494/01
Source: “Facilitate effective communication within the team.” (UK task statement)
How this row was scored
Exposure score: 13 out of 100 (9–17 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Keeping a team communicating well depends on knowing the people and reading the room, which cannot be written down.
The five ratings: output a model can produce 1/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Overseeing the creative team's ideas and projects
staying human
The value here is that a specific person handles the creative team's ideas and stands behind it. That is earned, not computed.
importance 90 · 2494/02
Source: “Oversee the creative team's ideas and projects.” (UK task statement)
How this row was scored
Exposure score: 13 out of 100 (9–17 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: the value is that a specific person does it.
The rating behind it: Guiding a creative team’s ideas is about judgement and working relationships built up over time.
The five ratings: output a model can produce 1/4 · needs a body in a room 1/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Participating in product launches to enhance marketing strategies
staying human
This work happens in the physical world: product launches, in a real place. Software cannot follow it there.
importance 75 · 2494/01
Source: “Participate in product launches to enhance marketing strategies.” (UK task statement)
How this row was scored
Exposure score: 11 out of 100 (4–18 allowing for uncertainty): minimal exposure, medium confidence.
Why it sits in this group: work that happens in the physical world; the value is that a specific person does it.
The rating behind it: Taking part in a launch means being there with colleagues and customers.
The five ratings: output a model can produce 1/4 · needs a body in a room 2/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Running research groups
staying human
This work happens in the physical world: research groups, in a real place. Software cannot follow it there.
importance 65 · 2494/01
Source: “Run research groups.” (UK task statement)
How this row was scored
Exposure score: 9 out of 100 (5–13 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: work that happens in the physical world; the value is that a specific person does it.
The rating behind it: Running a research group depends on reading the room and drawing people out in the moment.
The five ratings: output a model can produce 1/4 · needs a body in a room 2/4 · needs an accountable person 0/4 · needs to be trusted in the moment 3/4 · how much data exists 2/4.
Attending conferences and events related to a product or sector
staying human
This work happens in the physical world: conferences, in a real place. Software cannot follow it there.
importance 65 · 2494/01
Source: “Attending conferences and events related to a product or sector.” (UK task statement)
How this row was scored
Exposure score: 6 out of 100 (2–10 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: work that happens in the physical world; the value is that a specific person does it.
The rating behind it: The value of a conference is in being there and meeting people.
The five ratings: output a model can produce 1/4 · needs a body in a room 3/4 · needs an accountable person 0/4 · needs to be trusted in the moment 2/4 · how much data exists 2/4.
Distributing promotional materials at meetings
staying human
This work happens in the physical world: promotional materials, in a real place. Software cannot follow it there.
importance 70 · 2494/01
Source: “Distribute promotional materials at meetings, conferences, or trade shows.” (UK task statement)
How this row was scored
Exposure score: 0 out of 100 (0–4 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: work that happens in the physical world.
The rating behind it: Handing out materials at meetings and trade shows needs someone there.
The five ratings: output a model can produce 0/4 · needs a body in a room 4/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 2/4.
Attending selected photo or film shoots to oversee production
staying human
This work happens in the physical world: selected photo, in a real place. Software cannot follow it there.
importance 80 · 2494/02
Source: “Attend selected photo or film shoots to oversee production.” (UK task statement)
How this row was scored
Exposure score: 0 out of 100 (0–4 allowing for uncertainty): minimal exposure, high confidence.
Why it sits in this group: work that happens in the physical world.
The rating behind it: Overseeing a photo or film shoot means being on set while it happens.
The five ratings: output a model can produce 0/4 · needs a body in a room 4/4 · needs an accountable person 0/4 · needs to be trusted in the moment 1/4 · how much data exists 1/4.

What this job pays, and how many people do it

Median pay: £49,000a year, before tax, the middle of the range, so half earn more and half earn less.ashe-t14, 2025 · ASHE 2025 provisional (reference April 2025)Provisional, because the ONS revises this figure in the autumn.
How we know this
Source: ashe-t14
Reference period: ASHE 2025 provisional (reference April 2025)
Rounding: Shown to the nearest £100. The exact published figure is in the downloadable dataset. We do not render pounds the survey cannot support.
People doing this job: 55,700in the UK, 2026.nomis-aps · Apr 2025-Mar 2026 (latest APS 12-month period)This headcount comes from a survey, not a census, so treat it as a good estimate rather than an exact count.

What is deliberately not here: a forecast of how many of these jobs exist in ten years. Where an official projection exists for a market we publish it with its vintage; where it does not, we leave the space empty rather than borrow the other country’s number.

Why this is shifting

The reason is boringly specific. Most of what is shifting here is reading one thing and writing another: a copywriter in, a record out. The rows above are exactly that shape: analysing and researching data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation and developing and implementing marketing plans. What it cannot do is be trusted in person, which is what campaign designs run on: someone specific doing it and standing behind it. Which is why this page talks about your tasks changing, not your job ending.

Your move

Over a pint: what I’d tell you if you were my friend

Your week is splitting in two, and which half fills it is the whole question. Analysing and researching data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation is going; presenting advertising campaign designs to clients for approval is not.

So, given all that: 42% of this job's task weight sits in rows the software is already learning, 23% in rows that change shape rather than disappear, and 35% in rows it is nowhere near. That is the position, measured across 96 scored tasks. It is not a forecast about you.

The occupation is an average and you are not, so the first job below is finding out where your own week actually sits.

This week: one thing

Print the task ledger above and put your own hours next to each row. Roughly, in pen, in one sitting. Then look at which group your hours actually pile up in. Twenty minutes, this week.

What you end up holding: your own week, on one page, sorted into what is shifting and what is not
How long it takes: about twenty minutes

If printing it isn’t practical: Read the rows off this page and write the same list on the back of an envelope. Same twenty minutes, same page, and it works just as well said out loud to someone who knows the job. The point is your hours next to the rows, not the paper it is on.

Over the next 90 days

Volunteer toward the durable end, visibly. Over the next ninety days put your hand up for the work in the bottom group (presenting advertising campaign designs to clients for approval) and let people see you doing it. Not a new project: the same job, with your mix deliberately tilted. The point is that when the rota or the reorganisation comes, the version of you people picture is the one doing the part that stays.

Over the next 12 months

Claim a specialism at the durable end and let the other end go. Over a year, deliberately become the person who handles presenting advertising campaign designs to clients for approval, and deliberately stop being the first choice for the rows in the top group. That trade costs something, because the exposed work is often the comfortable work. Decide it on purpose rather than by drift. Before you pay for anything, spend an hour with National Careers Service. It is free and government-funded, and it is listed below with the rest of the free routes.

The roads out of here, and why I am not sending you down them

I looked at the obvious moves out of this job, and here is what I found.

I checked the 12 nearest UK occupations to advertising accounts managers and creative directors (nearest by the work that AI is not taking, not by job title), and none of them survived. The closest was marketing, sales and advertising directors: only about 16% of its durable work is work you already do. Your own job splits about 42/58: that share of the list sits in the top exposure band and the rest does not. On this evidence the honest move is inside the job rather than out of it. Become the person who owns “act as the intermediary between the client and the advertising agency, maintaining…”, and let the exposed end go.

How that was checked: this job was compared against all 412 UK occupations in this release on their official task statements, and the 12 nearest were examined one by one. A move that turns on an industry, an employer or a qualification rather than on the work itself will not show up in a check like that. And this release carries no licence register, so anything you are weighing needs that looked up separately.

3 moves I checked and rejected

These are the obvious-looking jumps. They are here with their reasons rather than quietly dropped, because the ones that fail are worth knowing about. It is one less thing to turn over at night.

Marketing, sales and advertising directors
Why it looked obvious: It came up as a near neighbour because one of your tasks is on their list in the same words: “participate in product launches to enhance marketing strategies”. Across the whole of both lists that adds up to about 16% of the work in that job the software is not taking.
Why I am not recommending it: You would be starting most of it from nothing: about 16% of the durable work in that job is work you do today, and the rest you would be learning while the bills carried on.
Look at that job’s page anyway →
Advertising and marketing associate professionals
Why it looked obvious: It came up as a near neighbour because one of your tasks is on their list in the same words: “provide presentation support during new product and service introductions to field staff and customers”. Across the whole of both lists that adds up to about 13% of the work in that job the software is not taking.
Why I am not recommending it: You would be starting most of it from nothing: about 13% of the durable work in that job is work you do today, and the rest you would be learning while the bills carried on. I will not move you off one melting floe onto another: 58% of its own task list already scores in the top exposure band (61/100 in this release), so the same software is eating it. It is a pay cut, in those words: £33,412 against your £48,977, 31.8% less (ASHE Table 14.7a, 2025 provisional (both)). Retraining to earn less is a decision, not advice.
Look at that job’s page anyway →
Directors in consultancy services
Why it looked obvious: It came up as a near neighbour because one of your tasks is on their list in the same words: “participate in product launches to enhance marketing strategies”. Across the whole of both lists that adds up to about 13% of the work in that job the software is not taking.
Why I am not recommending it: You would be starting most of it from nothing: about 13% of the durable work in that job is work you do today, and the rest you would be learning while the bills carried on. This release publishes no median pay for that job, so I cannot show you what the move costs or pays. I do not recommend a move I cannot price.
Look at that job’s page anyway →

What I’d stop worrying about

A friend tells you what not to spend fear on. This is that list.

The headline number you read somewhere
The big “X% of jobs” figures are about the whole economy, not about you. The number that describes your job is on this page: 42% of its task weight, across 96 scored tasks. Every row behind it is printed above with the source. Check ours; ignore theirs.
The whole-job doom story
Nothing on this page says this job ends. It says the mix inside it moves. Half the rows above are unchanged or changing shape, and the plan is about which half your week sits in. That is a very different problem, and a solvable one.
Panic-buying a course
Do the twenty-minute sorting exercise first. Most people who buy a course before they have done it buy the wrong one, and the free services listed below will tell you the same thing without charging for it.
The “obvious” next job everyone suggests
I checked the obvious moves and most of them did not survive. The reasons are printed with the routes above, including the pay and the gate. A move that fails on the numbers is worth knowing about so you can stop turning it over at night.

If you run a team doing this job

If you run a team doing this job, the conversation you owe them is the one on this page, and sooner than feels comfortable. Show them the ledger rather than a reassurance: the rows moving toward the software are analysing and researching data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation, and the rows that are not are where you want your people visible. Ask each of them to do the this-week move and bring the list to your next one-to-one. It turns a rumour into a piece of work, and it tells you which parts of your team's week are actually at stake. And say the thing out loud that a team lead usually leaves unsaid: a shrinking team is your exposure too, so do the move yourself as well.

You are reading the United Kingdom figures

The United States splits this work across more than one official group, of which Market Research Analysts and Marketing Specialists is the closest. The pay and employment figures are not directly comparable, and we do not average them together.

Switch to the United States page →partial match

The other groups this work is counted across:

In US official statistics this job is counted as Market Research Analysts and Marketing Specialists, Art Directors and Writers and Authors. Pay is shown separately for each of those groups (medians cannot be averaged together), while the task list and the scores on this page are for this group only.

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A nearby route

There's no Space built for advertising accounts managers and creative directors yet.

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What a Space actually is, in full

The closest match is The AI Authority, a community for non-technical managers and domain experts turning one-off AI prompts into workflows a team can trust. It overlaps with the part of your job that is growing: briefing, checking and delegating AI-assisted work so it is repeatable rather than one person’s trick, and setting the rules that keep a team’s AI output consistent. It is not a marketing Space: no channels, no brand, no campaigns and no creative craft. If that overlap isn't you, the free route below covers the same ground.

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Questions people ask about this job

Will AI replace Advertising accounts managers and creative directors?: Not as a job, but it is already doing parts of the work. Across the 96 official task statements scored for Advertising accounts managers and creative directors (United Kingdom, SOC 2494), 42% of the importance-weighted core work is made of tasks today's AI could already do most of. The overall exposure score is 50 out of 100 (range 44–56, band: partial). That is a statement about tasks, not about headcount: this measures what AI could do, not whether any employer adopts it, whether the law allows it, or whether doing the routine parts faster creates more demand for the human parts. Figures are from release 2026-q4.1.
Which tasks in “Advertising accounts managers and creative directors” can AI already do?: The highest-scoring tasks in release 2026-q4.1 are: “Analyse sales data to judge a campaign's effectiveness” (93/100, very high); “Analyse and research data on existing and prospective supporters autonomously and collaboratively to understand their behaviour and motivation, supporting th…” (93/100, very high); “Conduct external market research and analyse fundraising activities to recommend improvements and support team innovation” (93/100, very high). Each score comes from five published 0–4 ratings turned into a number by a published formula, and each carries the model's one-sentence reason on the page.
Which tasks in “Advertising accounts managers and creative directors” stay human?: About 35% of this job's task weight sits in work that scores low for AI exposure. The lowest-scoring tasks in release 2026-q4.1 are: “Attend selected photo or film shoots to oversee production” (0/100, minimal); “Distribute promotional materials at meetings, conferences, or trade shows” (0/100, minimal); “Attending conferences and events related to a product or sector” (6/100, minimal). Low scores usually mean the task needs a body in a room, a legally accountable human, or trust built in real time. Those are the three things the scoring rubric treats as gates rather than obstacles.
What should someone working in “Advertising accounts managers and creative directors” do about AI?: Start from the ledger rather than the headline: 42% of this job's weighted core work is exposed, and roughly 35% is not. The practical move is to spend more of your week on the tasks that score low, the ones above, and to get fluent at directing AI through the tasks that score high, because those are the parts that change whether or not you are ready for them. This page does not predict your job, and nothing here is career advice tailored to you: the score describes the occupation, not the person.
How is the AI exposure score for Advertising accounts managers and creative directors calculated?: Each official task statement for the occupation is rated on five published 0–4 dimensions (output replicability, physical embodiment, licensed accountability, real-time human trust, and data availability) by claude-opus-5 using scoring prompt task_scoring_v1.0. The model never writes the score; a published formula turns the five ratings into a 0–100 number, so every score can be recomputed by hand. The occupation figure is the importance-weighted mean across 96 scored tasks. The prompt, the rubric, the formula and the full dataset are published at https://futureproof.collab365.com/method and https://futureproof.collab365.com/data/2026-q4.1 under CC BY 4.0.

Where these numbers come from

About the data on this page

Provisional, because the ONS revises this figure in the autumn.
This headcount comes from a survey, not a census, so treat it as a good estimate rather than an exact count.
The match between this job and its counterpart in the other country is partial, so the two pages count slightly different groups of people.
63 of this occupation's scored task statements carry a score that was measured under a different occupation's context, because the statement is shared between jobs and has only been scored once so far. Each one names the occupation it was measured under in the free routes below; none is presented as a measurement for this job.
Task clusters are not derived in this release, so the task-cluster field is empty and no Collab365 Space routing is attached to this occupation yet.

Task statements: gaisi-indexProcessing: catalogue-bridge → ssc-relatedness-weighting → task-scoring → score-aggregation
Task weights: gaisi-index (relatedness)
Scores: Rubric task_scoring_v1.0, model claude-opus-5, computed 2026-08-05.
Pay and employment: ashe-t14 (ASHE 2025 provisional (reference April 2025))nomis-aps (Apr 2025-Mar 2026 (latest APS 12-month period))

Figures on this page come from release 2026-q4.1, published 2026-08-05. Every release keeps its own permanent address, so a figure you cite in March is still there, unchanged, in November.

The plain-English wording on this page is assembled directly from the task statements and the published ratings, not written by hand for this occupation. That is why it is specific, and it is also why we say so.

The routes and free resources further up are today’s, not the release’s (last reviewed 2026-08-05). A route is an offer, not a historical fact, so it moves on its own clock.

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Everything on this site is published under CC BY 4.0. Quote it, chart it, sell something built on it. Just say where it came from, and cite the dated release rather than the site, so the figure you quote stays checkable.

Plain text

Collab365 (2026). Collab365 Futureproof: task-level AI exposure for US and UK occupations, release 2026-q4.1 (methodVersion 2.0.0, promptVersion task_scoring_v1.0). https://futureproof.collab365.com/data/2026-q4.1. Licensed CC BY 4.0. Built with O*NET data (USDOL/ETA, CC BY 4.0); ONS data (Open Government Licence v3.0); GAISI task framework (arXiv:2507.22748, MIT); BLS data (public domain).

BibTeX

@misc{collab365futureproof2026q41,
  title        = {Collab365 Futureproof: task-level AI exposure for US and UK occupations, release 2026-q4.1},
  author       = {{Collab365}},
  year         = {2026},
  url          = {https://futureproof.collab365.com/data/2026-q4.1},
  note         = {Release 2026-q4.1, methodVersion 2.0.0, promptVersion task_scoring_v1.0, CC BY 4.0}
}

Permalink

https://futureproof.collab365.com/data/2026-q4.1

Data as of release 2026-q4.1, published 2026-08-05. Releases never change after publication; when the figures move, a new dated release is published beside this one and this one stays exactly where it is.