Advertising, promotions, and marketing managers: AI exposure and career outlook
Advertising, promotions, and marketing managers (SOC 11-2011) sit at the 74th percentile for measured AI exposure among the 342 occupations tracked here, measured from a composite of Microsoft Research and Anthropic Economic Index telemetry. An estimated 46% of tasks are already automated and 67% are being reshaped rather than replaced — both modelled figures, not direct measurements. Of the Claude usage observed in this occupation, 33% follows an automation pattern and 67% an augmentation pattern, which places it in the Orchestrator opportunity group: AI reaches deep into this work and amplifies it. The leverage goes to whoever directs it, and that can be you. In Canada the role maps to NOC 10022 (Advertising, marketing and public relations managers), and ESDC's COPS 2024–2033 outlook for that unit group is balance.
Figures last updated 2026-06. Every number on this page is labelled measured or modelled; where a source has no coverage for this occupation, it says so rather than showing a zero.
If you call your job Growth manager
That title has no occupation of its own in the SOC taxonomy this dataset is built on, so it resolves here. Every figure on this page describes Advertising, promotions, and marketing managers— it is the closest occupation the taxonomy offers, not a measurement of your title.
- Growth manager — Growth is a recent job title with no SOC row. Advertising, promotions and marketing managers is the closest occupation, and the figures are that occupation's.
Written for the title itself: Growth manager.
Key facts
- SOC code
- 11-2011
- Canada NOC 2021
- 10022
- TEER level
- 0 — Management
- COPS outlook
- Balance
What the measurements actually say
Three independent studies measure AI exposure for this occupation directly. The two percentages below them are ours, modelled from those measurements.
| Metric | Value | Provenance |
|---|---|---|
| AI applicability | 19% | Measured — Microsoft Research, from 200,000 Copilot conversations classified against O*NET work activities. |
| Observed AI usage | 17% | Measured — Anthropic Economic Index, share of tasks observed being performed with Claude (CC-BY 4.0). |
| Academic AI exposure | 88th percentile | Measured — Felten-Raj-Seamans AIOE index across 774 occupations; the index underlying Statistics Canada's Canadian estimates. |
| Automation-pattern usage | 33% | Measured — the share of observed Claude usage in this occupation where the task is handed over rather than iterated on (Anthropic Economic Index). |
| Augmentation-pattern usage | 67% | Measured — the complement of the row above; the two sum to 100% by construction. This is the pattern where the person stays in the loop. |
| Estimated task automation (modelled) | 46% | Modelled from this occupation's measured telemetry composite, mapped through anchors calibrated to Anthropic's published aggregate findings. Our estimate, not per-occupation telemetry. |
| Estimated task reshaping (modelled) | 67% | Share of tasks where AI acts as co-pilot rather than replacement. Modelled from the measured telemetry composite, calibrated to BCG's published aggregate reshaping rates. Our estimate. |
This skill domain faces significant AI substitution. The opportunity is in pivoting to AI orchestration and higher-order human judgment within the domain.
In Canada: NOC 10022
Advertising, promotions, and marketing managers map to NOC 10022 — Advertising, marketing and public relations managers at TEER 0 (Management). ESDC's COPS 2024–2033 projection for this unit group is Balance.
Mapped via Statistics Canada's official SOC 2018 → NOC 2016 → NOC 2021 correspondence tables. TEER is the second digit of the official NOC code, so it cannot disagree with it.
What this job actually involves
These are the O*NET task statements for Advertising, promotions, and marketing managers— the work itself, as reported by people doing the job — grouped by the work activity each task belongs to. Showing 12 of 30, core tasks first.
The exposure figures above are for the occupation as a whole. We do not have a per-task measurement: no published dataset tells us which of these specific tasks AI is doing. Read this as what the job is made of, not as a ranking of what is at risk.
3 of these 12statements do carry one measured signal: Anthropic publishes, per O*NET task, how much of the observed Claude usage on it looked like automation rather than iteration. Those are marked below. It still says how people use AI on that task, not how much of it AI can do — and the unmarked statements carry nothing rather than inheriting the occupation's figure.
Microsoft's applicability score was itself produced by classifying Copilot conversations against the O*NET work-activity catalogue — the same catalogue these groups come from. The published file gives one number per occupation, not one per activity, so we can tell you that 19% of this occupation's work activities are covered by observed AI usage, but not which ones.
Thinking Creatively · 3 tasks
Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
Core task · Importance 4.1/5 (O*NET) · 28% of observed AI use on this task is automation-pattern
Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
Core task · Importance 4.1/5 (O*NET) · 32% of observed AI use on this task is automation-pattern
Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
Core task · Importance 4.0/5 (O*NET)
Guiding, Directing, and Motivating Subordinates · 3 tasks
Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
Core task · Importance 4.1/5 (O*NET)
Prepare budgets and submit estimates for program costs as part of campaign plan development.
Core task · Importance 4.0/5 (O*NET)
Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.
Core task · Importance 3.7/5 (O*NET)
Getting Information · 1 task
Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
Core task · Importance 3.7/5 (O*NET) · 51% of observed AI use on this task is automation-pattern
Monitoring Processes, Materials, or Surroundings · 1 task
Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
Core task · Importance 4.0/5 (O*NET)
Evaluating Information to Determine Compliance with Standards · 1 task
Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
Core task · Importance 4.1/5 (O*NET)
Analyzing Data or Information · 1 task
Analyze the effectiveness of marketing tactics or channels.
Core task · Importance 4.0/5 (O*NET)
Documenting/Recording Information · 1 task
Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
Core task · Importance 4.0/5 (O*NET)
Communicating with Supervisors, Peers, or Subordinates · 1 task
Coordinate with marketing team members, graphic artists, and other workers to develop and implement marketing programs.
Core task · Importance 3.9/5 (O*NET)
Task statements and work activities from the O*NET Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under CC BY 4.0. O*NET® is a trademark of USDOL/ETA. USDOL/ETA has not reviewed or approved this material.
That's the average. Is this you?
Everything above describes Advertising, promotions, and marketing managers as a whole. Three questions, and nothing is stored or sent.
Where are you in your career?
What does your week mostly look like?
Is your employer deploying AI?
Where the leverage is
Transition to high-value advisory, complex case analysis, or AI system oversight. The pivot is to move from routine execution to AI orchestration and quality assurance.
Cognitive, information-based tasks are highly exposed. Entry-level displacement pressure is high, necessitating transition to advisory and governance roles.
Master workflow automation platforms (e.g., Make, Zapier, CRM integrations) to double your output and position for fractional leadership roles.
This guidance is written per exposure band — three texts across all 342 occupations, framed on the ILO's transformation-versus-displacement distinction. It is editorial guidance for the high risk band, not an occupation-specific research finding about advertising, promotions, and marketing managers.
Sources for this occupation
Only the sources that hold data for advertising, promotions, and marketing managers are listed. A study that does not cover this occupation is not cited here.
- Microsoft Research — Working with AI (Tomlinson et al., arXiv:2507.07935): Measured AI applicability, from 200,000 anonymised Copilot conversations classified against O*NET work activities.
- Anthropic Economic Index: Measured observed AI usage per occupation, from Anthropic's open per-SOC dataset (CC-BY 4.0).
- Felten, Raj & Seamans — AI Occupational Exposure index: Measured academic exposure percentile; the index underlying Statistics Canada's Canadian AI-exposure estimates (Mehdi & Morissette, 2024).
- O*NET Database 31.0 (USDOL/ETA), CC BY 4.0: The occupation's task statements and work activities, verbatim. Joined on SOC 2018 with no crosswalk — O*NET-SOC is built on SOC — and carrying no claim about which tasks AI touches.
- Anthropic Economic Index — collaboration split (release 2026-06-26, CC-BY 4.0): Measured share of observed Claude usage following an automation rather than an augmentation pattern. This is the second axis of the grouping above.
- Statistics Canada NOC 2021 concordance: Official SOC 2018 → NOC 2016 V1.3 → NOC 2021 V1.0 correspondence tables. TEER is the second digit of the resolved code, so we report it only where the concordance gave a single candidate.
- ESDC COPS 2024–2033: Projected labour-market assessment per NOC 2021 unit group, from the Canadian Occupational Projection System open dataset.
- BCG — AI Will Reshape More Jobs Than It Replaces (April 3, 2026): Published aggregate reshaping rates, used to calibrate our modelled percentages. The per-occupation figures here are our estimates, not BCG's data.
What is happening to this function
This occupation is one of the Marketing & Content roles this product is built for. The evidence across the whole function, and the case against it, is set out separately.
Marketing & ContentRelated occupations
Other roles in Management & Ops.
This is the picture for the role. What about your skills?
These numbers describe an occupation, not a person. Map your own skills against them, see which pathways stay open, and plan the transition you actually want.