If you’d asked me six months ago whether AI was impacting comms recruitment, I would’ve said no. Or at least, not yet. But as we head into the final stretch of the year, the rumblings have turned into something louder. Agency leaders and hiring managers are starting to see the effect, especially at the junior level.
A scroll through LinkedIn or your preferred news feed will throw up endless takes about whether AI will take our jobs—some sober, some hysterical. From my experience, the reality is that entry-level comms roles, as they exist today, are under real threat. But the way this plays out is more complex.
AI can (technically) do an account exec's job
Traditionally, the work of an account executive (AE) in a comms agency is admin-heavy. Researching, pitching to the media, drafting press releases, transcribing, generating content ideas, etc. These are all tasks that various AI tools can replicate. When used well, they may even provide a better output than junior talent. I recently had a senior PR professional say that it’s quicker for them to do the job themselves with the support of AI than to spend time teaching juniors. At first, that sounds harsh. Where is the comms industry headed if young talent is no longer an investment worth making? But if we’re honest, in the busy day-to-day, efficiency matters. Always has, always will. And if that efficiency also happens to be good for profit margins? The threat to junior talent is real.
The contrast, of course, is that AI lacks the other half of the job description, the nuance, context, and critical thinking. But does the use of it strip this skill set from junior talent, too?
I’ve had a couple of different agency leaders suggest a similar notion: junior talent needs time to learn what good looks like. One even has a rule that new junior hires cannot use AI for a set amount of time in a bid to develop their client knowledge, research skills and ability to think critically. In a world where our young talent will become increasingly AI-native, this puts value back on skills that are inherently human.
The new agency structure, a shift from pyramid to diamond
AI is reshaping agency structures. The old pyramid model, heavy at the bottom with juniors, is morphing into a diamond that's thinner at the base, weighted more in the middle. Agencies need fewer AEs when AI can pick up the slack. One leader told me they planned to hire two juniors but settled on one, thanks to productivity gains from AI tools. Multiply that across the industry, and entry-level opportunities shrink fast.
But uneven adoption creates new risks. Increasing the expectations of juniors because of AI, without proper investment or training, will prove detrimental to retention. A recent LinkedIn research of 19,000 Australian professionals found 37% feel overwhelmed by the pace they’re expected to adapt. Furthermore, Latte’s own research of PR professionals revealed 37% feel their job security is threatened by AI.
And ponder on the long-term danger, too. A talent gap at mid-level in two to three years—déjà vu from the post-pandemic hiring freeze. If fewer AEs enter the industry today, who will become tomorrow’s account managers and directors?
Demand for developed AI skillsets
Many agencies are keen to test the AI skill sets of new hires. At a junior level, the ability to combine critical thinking with AI-generated ideas and content is particularly important. As AI becomes increasingly more commonplace, AI fluency will become non-negotiable. Right now, candidates who can show skill - not reliance - on developing and using AI tools are increasingly in demand. Employers are looking for AI native talent who can harness the power of AI tools with their uniquely human abilities to interpret insights, connect with audiences, and generate original ideas.
Despite the demand, our recent talent survey revealed less than half (42%) of PR & Comms professionals in Australia have received formal training on how to use AI, highlighting a gap in demand vs investment in skills.
AI fluency, the new non-negotiable
AI is cannibalising entry-level roles as we know them. The traditional junior AE is becoming a relic. The future of entry-level work in marcomms will be less about doing tasks AI can handle and more about learning to work with these tools, combining creativity, critical thinking, and human judgment to add value in ways machines cannot.
Entry-level roles are changing, and they're changing fast. Junior staff must learn to work alongside AI, and agencies must invest in developing future leaders, client managers and strategists.
So, what does it mean for talent? Invest in AI skills—use it, understand it, and show you can add value on top of it and also nurture what AI can’t replace. I am talking about work relationships, critical thinking, and industry context. And when it comes to interviews, be upfront. If you’re using AI, explain how and why. Show how it makes your work sharper or more efficient—that transparency will count in your favour.
Agency leaders need to plan for the future. If you’re not hiring and training junior talent now, who’s going to step into those mid-level roles in a few years? Don’t hollow out your pipeline. Double down on what AI can’t do. Make sure juniors are building real expertise in client management, creativity, and emotional intelligence, essentially the human skills that will make your teams stronger alongside the tech.
And don’t forget your current people. Yes, the demand for AI specialists is rising, but helping your existing team become AI-native sends a clear message: they’re not being replaced. That investment pays off in retention, culture, and performance.
Dean Connelly is the founder and recruitment director of Australia-based PR & Comms recruitment agency, Latte.
