AI in Marketing

PwC's 2025 Global AI Jobs Barometer indicates that AI enhances worker value, even in highly automatable roles. Analyzing nearly a billion job ads globally, the report finds AI-exposed industries experience threefold revenue growth per worker. Wages in AI-intensive sectors rise twice as fast, with a 56% wage premium for AI skills. Skills for AI-exposed jobs evolve 66% faster than others. AI's adoption is widespread, including in less obvious sectors like agriculture. The demand for formal degrees is decreasing, particularly in AI-exposed jobs. Despite a weaker US job market, AI-related job postings continue to rise, reflecting sustained demand for AI skills. The 2025 Global AI Jobs Barometer publication from PwC provides guidance on workforce and AI-related matters. It features insights from leaders across PwC's global network, including Vishalli Dongrie, Euan Cameron, Anthony Abbatiello, and others. The document emphasizes that it is intended for general guidance and not as professional advice. PwC disclaims any liability for actions taken based on the information provided. The publication highlights the roles of various leaders in AI, workforce transformation, and technology across different regions.

Following PwC's insights on AI jobs, we examine AI's role in Wall Street banks.

By December 2025, AI had become integral to operations at major Wall Street banks, enhancing productivity in engineering, operations, and customer service. JPMorgan reported a 6% productivity increase in AI-utilized areas, with potential gains up to 50%. Wells Fargo and PNC noted increased output without immediate headcount reductions, though future staffing adjustments are anticipated. Citigroup and Goldman Sachs highlighted improvements in software development and customer support. AI's impact is most evident in document-heavy, repeatable tasks, such as operations, software development, and regulatory reporting. Despite productivity gains, employment implications remain uncertain. Banks are focusing on workflow redesign, data management, and governance to maximize AI benefits, with McKinsey estimating significant financial value from these advancements.

While Wall Street banks enhance productivity, OpenAI expands ChatGPT's app ecosystem.

OpenAI has announced that app developers can now submit their programs for review and potential publication on ChatGPT, marking the launch of a new app directory within the chatbot's tools menu. This move follows the October announcement of app integrations with major platforms like Expedia, Spotify, Zillow, and Canva, allowing users to access these services directly from ChatGPT. The company is now inviting a wider range of developers to participate. Apps in ChatGPT can enhance conversations by enabling actions such as ordering groceries or searching for apartments. OpenAI's Apps SDK, currently in beta, offers a toolkit for developers to create new user experiences. Approved apps will begin launching within ChatGPT in the coming year, expanding its app ecosystem and user engagement.

Moving from ChatGPT's app directory, Instagram limits hashtags to improve content focus.

Instagram is implementing a new limit on the number of hashtags per post, capping them at five. Instagram chief Adam Mosseri explained that fewer, more specific hashtags perform better than long lists of generic ones. While hashtags aid in search, they do not increase reach, so content should focus on audience resonance. Additionally, Instagram is restricting Threads users to one tag per post to emphasize community over engagement tactics. These changes aim to reduce hashtag spam on the platform.

Regarding Instagram's hashtag changes, builders leverage AI for real-world solutions.

Builders are actively using current AI technologies to address real-world problems rather than waiting for the development of perfect AI. Predictions for artificial general intelligence (AGI) have shifted from 50 years to possibly five, driven by advancements like GPT-5. Despite imperfections, today's AI tools are enabling small teams to create products that previously required large companies. This shift is not about achieving science fiction-level AI but about quickly deploying and improving existing solutions. Companies like Cursor and Glean are thriving by solving existing issues with current AI capabilities. Early adopters of AI gain a competitive edge through rapid iteration and learning, positioning themselves to dominate markets by the time AGI becomes a reality.

While builders focus on AI solutions, OpenAI supports journalists through its new academy.

OpenAI has launched the OpenAI Academy for News Organizations, an online platform aimed at helping journalists and editors integrate AI into their workflows. The academy provides on-demand training, practical guidance, and real-world use cases for using AI in research, reporting, data analysis, and translation. Developed with partners like the American Journalism Project and The Lenfest Institute for Journalism, the curriculum emphasizes responsible AI use and governance. The initiative comes amid legal challenges from major publishers over AI's use of news content. OpenAI is collaborating with publishers such as News Corp and Axios to support AI adoption in newsrooms while addressing concerns about trust and accuracy. The academy will expand with new courses and live programming.

Following OpenAI's academy launch, AI's impact on U.S. job creation is highlighted.

In 2024, AI significantly boosted job creation in the U.S., adding over 119,900 direct jobs, including roles for machine learning engineers and data scientists. The expansion of AI firms' data centers also spurred construction, creating more than 110,000 jobs. Despite concerns about AI-driven job losses, only about 12,700 jobs were lost due to AI, representing just 0.1% of all layoffs. A recent MIT report suggests that while 11.7% of the labor market could be automated, automation often reallocates work rather than eliminating it. Historically, job losses as a share of total employment have decreased even with increased automation. AI is reshaping the workforce, creating new opportunities, and boosting productivity without causing mass displacement.

Regarding AI-driven job creation, the U.S. Tech Force initiative aims to enhance infrastructure.

The Trump administration announced the creation of the “U.S. Tech Force,” a new initiative involving 1,000 engineers and specialists to enhance AI infrastructure and other technology projects within the federal government. These specialists will engage in a two-year program, working directly with agency leaders and collaborating with major technology companies like Amazon Web Services, Apple, and Microsoft. The initiative aims to bolster America's AI capabilities as it competes with China in the tech industry. The announcement follows President Trump's executive order to establish a national AI policy framework, countering state-specific regulations. Upon completing their terms, Tech Force participants may pursue full-time positions with the involved companies, which have agreed to consider them for employment. Additionally, these companies can nominate their employees for government service stints. Salaries for the program are expected to range from $150,000 to $200,000 annually, plus benefits. The Tech Force will focus on high-impact projects, including AI implementation, application development, data modernization, and digital service delivery across federal agencies, as stated by U.S. Office of Personnel Management Director Scott Kupor.

While the U.S. Tech Force develops AI projects, Hyrox gains popularity in the fitness industry.

Hyrox, a fitness race originating in Germany in 2017, is gaining traction as a major player in the fitness industry, attracting both participants and sponsors. The race involves running a kilometer followed by a workout station, repeated eight times, and is designed to be accessible to all fitness levels. Hyrox's popularity surged in the US after being named to the Time100 Most Influential Companies of 2024, with forecasts predicting 1.5 million participants for the 2025–26 season. The event has drawn significant interest from brand marketers, with major sponsors like Puma, Red Bull, and non-endemic brands such as AirAsia and USAA. The supportive community and the demographic profile of participants, who are typically around 33 years old and spend significantly on health-related purchases, make Hyrox an attractive sponsorship opportunity. Events often sell out quickly, likened to the demand for a Taylor Swift concert. Hyrox's major competitions are livestreamed on YouTube, garnering substantial views, and the sport's social media presence is strong, enhancing brand engagement. While not yet mainstream in the US, Hyrox offers sponsors a unique opportunity to connect with a global community, distinct from traditional sports sponsorships.