AI has continued to embed itself in how marketers work, and in 2025 we’re now seeing less of the “is AI a threat?” debate and more “how do we actually use it to help us?” From automated content suggestions to tools that help you schedule posts, write reports, or analyse data, AI is increasingly part of the daily marketing toolkit.
What we’re seeing at Kin:
From our conversations with candidates and employers alike, particularly in Cambridge and Oxford, two of the UK’s leading innovation hubs often compared to Silicon Valley thanks to their world-class research, tech startups and scale-ups, it’s clear AI is being embraced, but with caution. Hiring managers are beginning to expect a baseline level of AI literacy, but they’re not expecting marketers to be tech wizards. What they want is someone who knows how to apply the tools in ways that free up time, improve outcomes, or speed up delivery.
But what about the impact on creative roles?
There’s no denying that tools like AI-generated copy, image creation and video scripting are evolving quickly. Understandably, this can feel threatening to creatives, particularly copywriters, content designers, or digital designers who worry their jobs may be replaced.
But here’s the reality we’re seeing on the ground: tools might speed up the process, but they don’t replace the brief, the tone of voice, the cultural nuance, or the brand emotion. That’s still human territory. In fact, we’ve seen several roles where the creative process now starts with an AI suggestion, but is very much led and refined by the human behind it. So rather than removing roles, we’re seeing an evolution, AI is taking over the admin and draft stages, and marketers are adding more value in editing, brand voice and storytelling.
What does this means for job seekers?
If you’re applying for marketing roles in Cambridge or further afield, show how you use AI as a complement to your expertise, not to rely on it. Whether that’s using it to brainstorm campaign angles or automate routine emails, employers want to see people who adapt to change and use it smartly. Not those who fear it...or worse, ignore it.
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