Six New Jobs AI Creates For Marketers & PR Pros

If you’ve seen or heard me present on AI, you know I often say, “AI won’t take your job. Someone who knows how to use AI will.” This is an absolute fact. If you want to future-proof yourself and your brand, you need to understand how to operationalize Generative AI across your daily tasks and campaigns. That said, Generative AI is creating many new jobs for marketers today. In fact, a PR colleague recently took a job with the world’s largest technology company teaching its AI how to communicate. This is the perfect job for a PR professional.

Here are the six new jobs AI creates for marketers and PR pros:

1. AI Trainers

There are two areas here. The first is training people on how to use Generative AI. This is something I do for my clients. As the Generative AI landscape changes with updates to existing models, new regulations and the introduction of new models, it’s imperative to stay up-to-date on this rapidly evolving technology. I highly recommend quarterly training sessions for your teams.

The second type of AI trainers are professionals who specialize in training and refining AI models. Their tasks can range from feeding the AI data, to fine-tuning its outputs to ensure accuracy and relevance. This is a terrific position for PR professionals because this training includes teaching AI models to communicate like humans. As professional communicators, this is very much in our wheelhouse.

I’d also add that training custom Generative AI models to appropriately represent the company’s messaging falls squarely within the realm of PR. So, understanding how to structure company assets into training datasets is a critical asset to any company or agency.

2. Prompt Engineers

These are experts at getting generative AI applications like ChatGPT, Claude, Gemini and CoPilot to deliver a specific output. This is especially important for marketers who use AI models to complete complex tasks that require lengthy and customized prompt sequences.

This role doesn’t require experts in programming. In fact, the best prompt engineers possess strong communication skills, attention to detail, critical thinking, and an understanding of general data skills to understand what inputs the AI needs.

I anticipate that this role will increasingly become tied to specific vertical markets. For example, the prompt engineering required for highly regulated industries like health care, banking and financial, as well as insurance industries call for an understanding of these unique markets and compliance needs. I believe we will see more of these roles emerge within key industries. So, if you are currently a communications leader in these areas, a pivot to market-specific prompt engineer could be in your future.

3. Generative Design Specialists

Much like a prompt engineer, these Generative Design Specialists will focus on design outputs from AI models like Midjourney, Firefly, Stable Diffusion and more.

Like vertically-specific prompt engineers, I anticipate this role will become increasingly popular across fields like architecture, product design, and engineering. As Generative AI is used to create almost limitless design variations, experts will be needed to guide the AI and interpret its outputs to achieve optimal designs.

This will be a terrific opportunity for marketers and PR pros working within visual fields to pivot to a new GenAI career helping their colleagues optimize models with tested prompt sequences.

4. AI Input And Output Managers

This is a strategic role that oversees the information uploaded to Generative AI systems and the outputs that AI systems deliver. This role would include curating and pre-processing the data that will be fed into AI systems. The idea is that this position ensures the quality, relevance, and format of input data. This is incredibly important as you always want to give AI models enough context to deliver on-brand outputs, while protecting your company’s and client’s IP and proprietary data.

This position also identifies areas for improvement in the input-output pipeline and addresses bias and fairness issues. AI Input/Output Managers also ensure AI systems are functioning as intended, including monitoring input streams for anomalies or unexpected patterns. This role requires a blend of technical skills (understanding of AI/ML concepts, data analysis) and soft skills (communication, problem-solving). The exact responsibilities may vary depending on the organization and the specific AI applications being managed.

This will become increasingly important as companies grapple with considerations around data privacy, copyright, AI explainability, and AI bias.

5. AI Content Reviewer/Content Auditors

This important role serves as the quality control across all forms of content, including written copy, visual designs, analysis, customer personas, and more. As I often say, AI should always create your first draft, not your final draft. This new position helps ensure this approach.

The role includes implementing and maintaining quality control measures for both inputs and outputs and developing metrics to assess the performance of AI systems. This position often requires collaborating with data scientists and engineers to refine AI models and processes.

AI Content Auditors ensure systems operate within legal and ethical frameworks while addressing bias and fairness issues in inputs and outputs. Content Auditors should also maintain comprehensive records of AI system operations and prepare reports on system performance, issues, and improvements. This position includes liaising with various departments to understand their AI-related needs and translating technical AI concepts for non-technical stakeholders.

We will undoubtedly see Generative AI being used to create more and more content, and we still need humans to ensure that content is fit for purpose.

6. AI Personality Designers

Tech companies wanting to differentiate themselves from the competition can train AI models to have unique personalities. We’ve already seen this with the launch of Latimer, a GenAI trained exclusively on content from the HBCUs. Latimer is perfectly designed to generate content that speaks authentically to people of color.

I believe we will see more AI models with specific, likable personalities tied to types of humor or demographics. This, of course, will make the AI feel more human. As brands develop custom LLMs or AI Agents ,the need for friendly, brand-specific personalities is critical.

The core responsibilities of this role include designing unique personalities for generative AI tools that differentiate AI entities from competitors. Creating engaging and likable AI personas that interact like humans. Personality designers will conceptualize distinct character traits for AI entities, defining its voice, tone and communication style. I recommend including backstories and personal histories for these AI personalities to establish consistent behavioral patterns and responses.

In fact, this role can help brands tailor AI personalities to target user demographics. This can ensure a natural conversational flow with appropriate responses and empathy levels. Personality designers can also help ensure AI Agents are aligned with company values and the brand’s identity. Of course, you want to address any potential biases in the AI personalities and consider cultural sensitivities and appropriate boundaries for all AI-human interactions.

This position requires a blend of creative writing, psychology, user experience design, and a solid understanding of AI technologies. The AI Personality Designer would need to balance creating engaging, human-like interactions while maintaining ethical standards and clear boundaries between AI and human entities.

The bottom line is AI is an incredible tool that is absolutely transforming how we work. While there will be some job loss to AI, especially across the supply chain, we will also see new jobs emerging. I am already seeing friends and colleagues pivot from their traditional marketing communications roles into these AI positions. I, myself, moved from digital PR and marketing to AI Transformation Leader and I’m loving every minute of it. So, my advice is don’t fear this new technology. Embrace it – not only for how it can automate your workflow – but also for the new positions it’s creating.

Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. In-person and virtual training workshops are available. Or, schedule a session for a comprehensive AI Transformation strategic roadmap to ensure your marketing team utilizes the right GAI tech stack for your needs.