Communication and content creation

ISCO-08 2432, 2641, 2166

Communications officer, Content manager, Press relations manager, Internal communications manager, Graphic designer, Copywriter

AI exposure49%

Headcount need, in FTE

Exposure range

Your current headcount

FTE

Need in 203088 FTE-12 FTE (-12%)

Need in 203576 FTE-24 FTE (-24%)

How AI is used on these tasks today

Automation 33%Augmentation 67%

In AI conversations about this job's tasks: the AI does the task itself (automation) or helps the person do it (augmentation).Anthropic Economic Index, April and May 2026. Occupations: Public Relations Specialists, Writers and Authors, Graphic Designers. AEI

1. Exposure 49%Average automation potential of the job's tasks. Range for this family: 34 to 64%.ILO occupations used: Public Relations Professionals (43%), Authors and Related Writers (55%), Graphic and Multimedia Designers (49%). ILO data

2. Strategic ceiling 100%Your call: how much of this potential do you want to capture? Nobody can set it for you.

3. Adoption speed midpoint 2030

Inherits your company stance, adjustable for this family.

4. Conversion to headcount sensitive 50%Default 50%: Communication needs expand when producing gets cheaper, but standard formats such as newsletters or translations need far fewer people.

Target AI skills

level 1 to 4

Foundation

Use AI assistants every day

Frame and phrase a request

Check and challenge AI outputs

Protect data and respect the rules

Applied

Rethink one's process with AI

Analyse data with AI

Produce content with AI

Delegate to and supervise AI agents

Job skills

Growing in value

Editorial judgement and message hierarchy
Crisis and sensitive communication
Art direction of generated visuals
Fact-checking and rights clearance
Executive speechwriting and positioning

Losing value

Writing first drafts of articles
Producing standard visuals and layouts
Translating and adapting content
Press reviews and monitoring summaries

How the job will change

Text, image and video generation tools now cover a large part of everyday production: intranet articles, newsletters, social media posts, standard visuals, subtitles, translations and press reviews. A communications officer can produce in a morning what used to take several days, and graphic designers move from execution to art direction. Junior production roles and translation work are the most affected.

The scarce skill becomes judgement: deciding what to say, in what tone, and when to say nothing. Crisis communication, executive positioning and internal messages during a reorganisation remain human work, and generated content brings new duties on rights, accuracy and disclosure. A good communications professional tomorrow writes less from scratch and spends much more time editing, verifying and directing.

2026-2027: Generation tools standard for drafts, visuals, subtitles and translations.
2028-2030: Content production largely automated; teams focus on editing and strategy.
2031+: Small teams of editors, art directors and executive communication advisers.

Watch out

Agency and freelance spend usually falls before in-house headcount, which hides the scale of the change. Meanwhile, junior writers and designers lose the production work through which they learnt the craft. See the seniority outlook below.

What if you hired fewer juniors?

Your 2036 seniors are the juniors you hire today.

Seniors available in 2036-10%2 FTE short

Gap above 5% from2031

Your seniority mix today

Juniors (0 to 2 yrs in the profession)35%Seniors (6+ yrs)20%

Mid-level (2 to 6 yrs in the profession, the remainder)45%

Cut in junior hiring -40%

For

Advanced settings

Juniors promoted each year33%Juniors leaving each year15%Senior gap filled by external hiring0%If every company makes the same bet, senior profiles will be scarce and expensive.

Seniority mix, % of today's headcount

Juniors35%Mid-level42%Seniors18%

2026 2036

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AI Impact Diagnostic: 6 to 8 weeks, your data in albert, three costed scenarios and the projected seniority mix for each job family.

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How the numbers are built

Every headcount figure combines four assumptions. Three come pre-filled from public research and job family defaults. The strategic ceiling is yours to set.

Public researchExposureAverage automation potential of the job's tasks, from the ILO's 2025 task-level scores.

Your decisionStrategic ceilingHow much of that potential you choose to capture. Your decision, not ours.

Your companyAdoption speedHow fast your company moves, set once for the whole company.

Job family defaultConversion to headcountHow much of the productivity gain becomes fewer people rather than more output.

Headcount effect

Seniority outlook

A flow model with three levels of experience in the profession. Promotion and exit rates are set so that today's mix stays stable when hiring does not change: any gap you see comes from the junior hiring cut alone.