Advertising is Going AI. TV Isn’t.
Mike Shields reports that the author argues that while the advertising industry rapidly integrates artificial intelligence to optimise targeting and creative production, the television sector remains largely resistant to these technological shifts.
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Mike Shields reports that the author argues that while the advertising industry rapidly integrates artificial intelligence to optimise targeting and creative production, the television sector remains largely resistant to these technological shifts. This divergence creates a distinct operational split within the broader media landscape. Professionals must recognise that digital advertising roles are evolving to require technical fluency, whereas traditional broadcast roles retain conventional workflows. Understanding this bifurcation is essential for career planning, as it highlights where industry resources are being allocated and where skill demands are shifting most aggressively in the current market.
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)
What this means
for your career.
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You must adapt your skill set to align with the accelerating adoption of AI in digital advertising. Roles requiring technical proficiency in algorithmic targeting and automated creative tools will see increased demand and value. Conversely, professionals in traditional TV production should monitor this gap closely, as it may signal future disruption or niche specialisation opportunities. A smart professional would immediately upskill in AI-driven marketing strategies and data analytics. You should evaluate your current role’s exposure to these technologies. If you work in digital media, prioritise learning AI integration tools. If you are in broadcast, consider how these insights might reshape content distribution or audience engagement strategies. Proactively bridging this knowledge gap will future-proof your career against industry consolidation and technological displacement.
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Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below
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Best match
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This briefing is based on reporting by Next in Media | Mike Shields on 22 Sep, 13:23. Read the original coverage →
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