UK AI Exposure · Professional occupations
Advertising accounts managers and creative directors
Advertising accounts managers and creative directors plan, design, organise and direct the advertising activities of an organisation.
- Employees (UK)
- 31k
- Median annual pay
- £46,356
- Exposure score ?
- 4.3/10 Moderate 9.8/10 Very high strict reading · with tools is 9.8/10 with-tools reading · strict is 4.3/10
- Wage exposure
- £618m £1.41bn
Higher exposure than 94% of the 379 UK occupations we scored.
What this score means
A meaningful slice of the task inventory is AI-reachable - the drafting, summarising, research and analysis parts especially. This role is at the point where the people who learn to direct AI well pull ahead of the people who don't.
If you're in this role, here's what to do now
Treat AI as a colleague you manage, not a tool you use. Identify the tasks where you'd describe the work to a capable junior - those are the tasks AI can do for you now. Spend your time on the judgment calls and the relationships instead.
Almost every routine task in this role is within reach of today's language models. Roles at this level are getting rebuilt - often not by disappearing, but by one person using AI to do three or five people's output.
If you're in this role, here's what to do now
You don't need to be afraid. You need to be the person doing the rebuilding. The operators who learn to direct AI at scale in this kind of work become hugely valuable. The ones who wait to be told what to do get told what to do - and that thing is often 'we don't need as many of you anymore.'
Where a project with Alex usually starts for this role
These are the highest-importance tasks a language model can already handle directly today. In a typical engagement the first wins come from building workflows around these, so they stop eating your team's time.
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Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
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Create content strategies for digital media.
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Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
These are the highest-importance tasks AI can already handle when paired with the right tools and context. In a typical engagement the first wins come from building workflows around these — usually the difference between an LLM that can technically do the job and one that actually does it inside your business.
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Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
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Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
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Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Every role has three or four wedges like these. Finding them takes an hour. Turning them into a workflow your team actually uses takes a few days. Talk to Alex about a project →
The full task breakdown
Every O*NET task for this occupation, split by what AI can already do unaided versus what still needs a human. Importance is O*NET's 1–5 rating of how central each task is to the role.
Tasks via O*NET "Search Marketing Strategists" (13-1161.01).
What AI can already do
4 of 36 tasks · unaided
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Create content strategies for digital media.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
Where humans still hold the line
32 of 36 tasks
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Participate in the development or implementation of online marketing strategy.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
Propose online or multiple-sales-channel campaigns to marketing executives.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Execute or manage banner, video, or other non-text link ad campaigns.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Assist in the development of online transaction or security policies.
Execute and manage communications with digital journalists or bloggers.
Resolve product availability problems in collaboration with customer service staff.
Tasks via O*NET "Search Marketing Strategists" (13-1161.01).
What AI can already do
36 of 36 tasks · with tools
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Participate in the development or implementation of online marketing strategy.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Create content strategies for digital media.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
Propose online or multiple-sales-channel campaigns to marketing executives.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Execute or manage banner, video, or other non-text link ad campaigns.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Assist in the development of online transaction or security policies.
Execute and manage communications with digital journalists or bloggers.
Resolve product availability problems in collaboration with customer service staff.
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
Where humans still hold the line
0 of 36 tasks
When AI is paired with workflow tools, every task in this role is reachable. That doesn't mean the role disappears — it means almost all the routine surface area can be compressed.
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Methodology
This role's exposure score comes from Eloundou et al's 2023 GPT task labels, aggregated by O*NET importance within each O*NET-SOC code, then bridged to UK SOC 2020 via ISCO-08 (ONS Vol 2 coding index) and US SOC 2010 (BLS crosswalk). Employment and median pay come from ONS ASHE Table 14.7a, 2025 provisional. ASHE covers employees only, so self-employed workers are not counted.
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