These Polish professional groups are already suffering because of algorithms. The biggest losers of the AI boom

"Artificial intelligence (AI) does not only bring benefits to employees. Many professions are at risk. 

In the first quarter of this year, the number of job offers for people working with text dropped by more than one third. Who is next?

The demand for employees from the creative industry has decreased. This is partly a consequence of the market situation related to the reduction of marketing budgets, but the popularity of AI also contributed to this.

Copywriters, SEO specialists [1] and content creators are probably among the first victims of the boom in technologies using intelligent algorithms in Poland. The latest analyzes of the job portal Rocketjobs.pl show that fewer and fewer companies are looking for candidates for such positions. However, this should not be surprising, because - according to Cpl Poland research - about 80 percent. employees fear that the copywriting industry is the one most at risk from AI.

The problem of copywriters

The statistics speak for themselves - in the first quarter of this year in Poland by over 30 percent the number of job offers for copywriting positions decreased year on year. 

This trend was particularly noticeable in recruitment for positions such as content designer (decrease in offers by 90%), content writer (88%) and copywriter (64%). But declines can be seen across the entire group of professions related to content creation and SEO. Thus, the demand for SEO copywriters decreased by almost 8% during the year, for specialists in the so-called content marketers by 2.5%, and SEO experts by almost 33%.

Four out of ten CEOs of large companies around the world predict that AI-related technologies will cause significant employment cuts there in the next five years.

Some analysts are convinced that the declines in offers in the first months of 2024 are already the result of the popularization of tools such as ChatGPT in creative work. Especially since Rocketjobs data seems to confirm the concerns of employees themselves. 

A survey conducted by Cpl, Justjoin.it and Rocketjobs indicates that domestic employees are afraid that AI will eliminate them from jobs in the translation and copywriting industries (over 80 percent of responses) or positions related to creating graphics and customer service (over 65 percent indications). 

In the report "AI and the labor market in Poland" we read that generative AI models, such as ChatGPT, are gaining popularity as a tool for creating content on various topics and are already widely used in creative work - from writing articles, content of posts and advertisements, to generating dialogues and other marketing content.

Is the scenario in which artificial intelligence will largely replace, among others, copywriters? According to Justyna Krzewska from Justjoin.it, the decline in the number of job offers in the mentioned industries is a clear signal. – The increasingly common use of advanced algorithms and tools based on artificial intelligence means that more and more tasks, including those related to copywriting, can be performed thanks to automation – explains Krzewska.

AI will not replace creators

However, the representative of Justjoin.it warns that the reasons for this situation can also be found in the general condition of the labor market and the reduction of budgets, including marketing ones. – In such a situation, the costs associated with employing copywriters are easy to cut, which may contribute to a decline in the number of advertisements in this area – he argues. – Additionally, many freelancers offer services at lower costs than full-time employees, which may also reduce the number of offers – he continues.

Lack of employee availability and financial pressure is now the biggest challenge in the IT industry. Specialists who help reduce costs can count on the highest rates.

Joanna Tracewicz from RocketSpace is skeptical about the threat posed by AI. She doesn't think algorithms will replace creators any time soon. – AI will be able to prepare a post on social media, but in the case of extensive content, a human will be needed to verify the information – she argues. And she emphasizes that bots tend to the so-called hallucinations consisting in providing false data and inventing sources.

Most experts indicate that tools such as ChatGPT cannot completely replace people responsible for creating content, because generative models do not have the ability to create their own thoughts and conclusions. The content is therefore reproductive. – We should treat artificial intelligence as an aid at work, not as a contractor – explains Joanna Tracewicz."

1. What is an SEO specialist?

"SEO is a person who deals with website positioning. To put it very simply - the main task of an SEO specialist is to ensure that the websites he deals with are and remain in the highest possible position in the search results, after entering by the user of a specific phrase.Mar 2, 2023"