A study of Attitudes towards AI and automation and job security

perception among digital marketing professionals

NAME: Sejal Sarda

ROLL NUMBER: A054
SAP ID: 40763240043
PAPER NAME: Practicum in Industrial Psychology
PROGRAM: MA Psychology
SEMESTER: I
DATE: 02/10/2024
 CHAPTER 1

INRODUCTION:
Artificial Intelligence (AI) and automation are the new disruption factors in business operations,
reshaping industries with unprecedented speed. Artificial Intelligence is an extension of computer
systems that are able to perform tasks that would normally require human intelligence, such as
learning, problem solving and decision making. Automation uses the application of technology to
automate tasks with minimal human intervention simplifying processes in many industries, i.e.
manufacturing, finance, healthcare and customer support.
Automation & AI systems increase the pace and accuracy of tasks making companies more
streamlined. Artificial Intelligence allows systems to process millions of data and predict trends,
adapt with ever-changing scenarios making decisions. AI powered chatbots are one of many
examples and can provide customer support 24/7, thereby reducing down time and costs of humans.
But the progress there raises some alarms. In jobs that entail routine and repetitive tasks, based on
AI and automation, there is a conversation going on regarding the replacement of workers. At the
same time, it results in creation of jobs but requires to upskill and reskill.
At its core, AI and automation force a shift in how work is being performed and organizations are
being run which ultimately opens the door for innovation and efficiency. These challenges are well-
documented, but they must be addressed while balancing the pros and cons of individual
responsibility. As such, their impact is only likely to grow – and it is vital for companies to adapt and
utilise these technologies if they hope to remain competitive in a fast-evolving digital landscape.
Job security is the state of not being at risk of losing employment. Job security is one of the
fundamental things, which an employee needs to feel a sense of security and this in turn gives peace,
motivation, loyalty among workers. The rise of technologies such as automation and artificial
intelligence (AI) has also led to concerns about the potential loss of jobs. Tasks that are standardized
and structured, in other words repetitive routine tasks, are being increasingly automated reducing the
need to be involved in fields such as manufacturing, finance and retail. In addition, the situations
such as those created by covid 19 have increased job security concern.

RATIONALE OF THE STUDY:

The use of Artificial Intelligence (AI) and automation in digital marketing are turning the trend over
the way business used to be done which is causing a huge disruption in job stability. Machine
learning, predictive analytics and chatbots are revolutionizing marketing automation to new heights
automating multiple marketing tools from data analysis to content creation making the marketing
strategy more efficient and to overall more precise. But this change comes with challenges too: it
could mean replacing or eradicating longstanding marketing positions such as SEO experts, digital
content writers and social media marketers. As AI takes on more of the repetitive work, there will be
less need for these roles which leads professionals to worry about the future of their careers.
The distrust of AI and its implementation can cause severe psychological effects in employees like
feeling stressed out, anxious or simply having a job they no longer love. This requires organizations
to provide assistance through reskilling and upskilling initiatives, as well as more open
communication and plans for employees moving into new jobs. At the same time, before AI is
implemented it is also important to take into account ethical concerns and have a responsible
automation without posing a threat to employees' rights and labour. Develop skills of all talents and
balance technology with the human centric values to have a healthy organizational culture.
Organizations should care about what AI does to employment security, at least long term, for
workforce planning purposes. This balance will only be achieved by investing in employee
upskilling, fostering a culture of continuous learning and mixing AI integration with human
creativity. To sum up, AI represents a challenge to the age-old job roles in digital marketing while it
also opens gates for fresh creativity and significance. Groups capable of conducting this transition
proficiently should find themselves able to take fuller advantage of AI while still having a hard-
working, responsive labor-force. So, this topic is important to study to save human jobs in digital
marketing and to find a middle path way between AI and human force.

AIM OF THE RESEARCH:

1. To examine digital marketing professionals' perceptions of AI and automation and their
impact on job security.
2. To identify specific job functions within digital marketing that are most affected by AI and
automation.
3. To understand the coping strategies and skill development efforts employed by digital
marketers to adapt to AI integration.
4. To explore how organizational communication and support influence employees' perceptions
of AI-related job security.
 CHAPTER 2

REVIEW OF LITERATURE:
Research literature plays a crucial role in advancing knowledge and understanding in various fields
of study. It serves as a foundation for academic discourse, allowing researchers to build upon existing
work, generate new ideas, and contribute to the collective body of knowledge. It helps in knowledge
expansion, building a theoretical framework, informing evidence-based decision making, etc.

 THEME:
Impact of Artificial Intelligence (AI) and Automation on Job Security
Literature reviews on job security in this paper underscore the intricate relationship between
take-up of AI and automation technologies. One of the main themes is that certain jobs may
be displaced by AI techniques as they reach an economy of scale, especially in
manufacturing, healthcare and retail. The paper emphasizes that the influence of AI goes
beyond simple job displacement to affect job roles, patterns of employment and workforce
composition. This creates a dual narrative, where on one hand there are concerns about job
displacement due to the automation of various tasks and new jobs for high-skilled workers
including those in technology-driven areas. The literature also highlights that artificial
intelligence is less likely to eliminate jobs but a change in the nature of work will come due
to better human-technology collaboration. This transition calls for a concentration in
reskilling and upskilling to gear up the workforce for new age job such as AI trainers, Data
Analysts, AI Ethics Managers etc. Also addressed are the ethical and socio-economic
concerns around AI — algorithmic bias, unequal access to opportunity — which are
considered key factors driving job security. Research has found that the lasting impacts from
AI deployment, will be shaped by policy interventions and strategic approaches that prioritize
upskilling and technology equity. The report argues that AI will have "positive and negative
effects" on jobs but offers no recommendations for managing its impact. It is about
augmenting human capabilities with machines; using AI to complement rather than replace
humans; and deploying pathways that help limit harmful side effects such as job polarization
and geographic marginalization. In addition to more stringent oversight of AI applications in
the labor market by robust governance regimes as a means to curb potential ethical violations
in employment, this proposed regulatory approach should enable transparency, explainability
and accountability of algorithmic decision-making using AI.
CITATION:
Ojiyi, G. K., Oji, I. N., Ayegbusi, W. E., & Aikabeli, B. O. (2023). Job Security in the
Artificial Intelligence and Automation Era. Bournemouth University.
https://www.researchgate.net/publication/376490098_Job_Security_in_the_Artificial_Intell
igence_and_Automation_Era
Bowen, H. R. (1978). Technological Change and Employment. Harvard University Press.
Dwivedi, Y. K., Hughes, D. L., Coombs, C., & et al. (2021). Artificial Intelligence (AI):
Multidisciplinary Perspectives on Emerging Challenges, Opportunities, and Agenda for
Research, Practice and Policy. International Journal of Information Management, 57, 101994.
Upadhyay, N., & Khandelwal, K. (2018). Applying Artificial Intelligence: Implications for
Job Design. Journal of Business Research, 91, 244-255.
 Dafoe, A. (2018). AI Governance: Emerging Challenges and Opportunities. Daedalus,
147(2), 114-127.

 THEME:
Worker and Workplace Artificial Intelligence (AI) Coexistence
The focus of the research paper is on how businesses can have AI coexist with human
workers, and the urgency for tech-evolve together with the rise of new competencies among
humans. The paper investigates how AI can amplify the capabilities of workers by
automating some repetitive tasks, aiding them in making quicker decisions, and bringing new
ideas to the table. Nevertheless, it also pose worries of workers due to their lack of trust in
AI mainly because they are afraid that they can be not only replaced but might take their jobs
as well. To do so, the paper argues that managing for worker-AI success requires a symbiotic
union in which workers' skills (technical and human) are learned and well-aligned with what
AI can do. Workers must ceaselessly reskill and upskill to adapt and succeed alongside their
AI colleagues.
CITATION:
Araz Zirar, Syed Imran Ali, & Nazrul Islam. (2023). Worker and Workplace Artificial
Intelligence (AI) Coexistence: Emerging Themes and Research Agenda. Technovation, 124,
10274.

 THEME:
Impact of Technology Automation on Job Insecurity in Digital Marketing
Every process within an industry can be automated by any given technology including digital
marketing. There are changes in the way work is done as well as in job expectations for the
professionals. As these AI and automated operations, like the analytics running the data
increase, most digital marketers have been feeling a little uneasy about their positions. The
concern is that as these tools become getting competent and spread to a large audience, work
such as data analysis and creation will become a function of machines, thus depriving the
humanity of more chances to digest. Brynjolfsson and McAfee (2014), while they
acknowledge the advantages brought by increased automation, also stress one negative aspect
that often accompanies it – displacement from employment or saving economies. For
instance, once such tools become more advanced and efficient then the likelihood of people
losing their jobs increases within the actionable marketing since technology keeps taking
over even fraudulent marketing strategies. Nonetheless, the impacts of this job vulnerability
are not universal. Those who are more educated and possess more specific talents are usually
more comfortable because they can shift to other types of work or incorporate modern
technology. In contrast, people with less education or fewer skills are prone to feeling a sense
of insecurity and worry towards their position in the dynamic work environment.
The assistance from employers is also very important. Kalleberg and Vallas (2018) found that
organizations addressing this issue by providing necessary training to acquire new
technologies may mitigate the concerns of being replaced. In digital marketing sphere,
anxiety can be alleviated because the employees are equipped with the required devices to
engage with new technology. The kind of job does matter as well where by the way, those
that are monotonous and repetitive are the more likely to be made through automation
 resulting to job stress (Bessen, 2019). But jobs requiring imagination, strategizing and face-
to-face communication are less prone to these downside effects allowing those marketers to
feel secure in such positions. It has been noted in a long-term study by Brough and O’Driscol
(2015) that in the beginning, people may be quite anxious about such technologies as
automation but after some time and acquiring more different skills, they tend to feel less
anxious. This, however, may be a cause of stress, which is why it is critical for organizations
to provide sustained assistance in parallel to the progression of the change.
CITATIONS
• Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and
prosperity in a time of brilliant technologies. W.W. Norton & Company.
• Kalleberg, A. L., & Vallas, S. P. (Eds.). (2018). Precarious work. Emerald Publishing.
• Bessen, J. (2019). AI and jobs: The role of demand (Working Paper No. 24261). National
Bureau of Economic Research. https://doi.org/10.3386/w24261
• Brough, P., & O'Driscoll, M. (2015). Workplace well-being: How to build psychologically
healthy workplaces. Wiley.

 THEME:
Automation and Job Security in Digital Marketing
Frey and Osborne (2017) in their research focus on the topic of the changing landscape in the
job security, resulting through automation with focus on AI, in several fields including digital
marketing. They shed light on a growing concern: why employees of the future will not have
any position. By employing machine learning techniques, the authors investigate the various
occupations for their susceptibility to automation. The findings were that up to 47 percent of
the present jobs found within the US could be subjected to risk of being replaced particularly
through automation processes in the near future: these are the lower level digital marketing
jobs that involve constant performing of certain tasks such as data collection and analysis, or
optimization of ads.
What’s encouraging, however, is that some jobs are at greater risk than others. Frey and
Osborne highlight that those jobs that entail the use of creative, analytical and social
intelligence which machines are less adept to perform are in less danger. In practical terms,
this implies that whilst certain entry-level jobs may be hard hit, future prospects remain bright
for individuals who are able to properly exercise their imagination and accept technological
advancements. Many marketing professionals have begun integrating these automation
technologies into their marketing strategies. Marketers, however, will have to prepare for a
change considering this technology is being adopted by a wide range of professionals. It
actually reminds us that automation is a change and uncertainty but it opens many doors of
opportunity for human growth. Digital marketers who tend to stress their unique human
qualities and maximize their creative capabilities can lock in their places while also opening
new horizon opportunities within the industry.
CITATIONS:
• Frey, C. B., & Osborne, M. A. (2017). The future of employment: How susceptible
are jobs to computerization? Technological Forecasting and Social Change, 114, 254-280.
https://doi.org/10.1016/j.techfore.2016.08.019
 THEME:
The studies reviewed revolved around exploring the relationship between the increasing use
of AI, Automation and feeling of Job Insecurity amongst the professionals. The study
“Artificial Intelligence and Worker’s Well Being” published by Osea Giuntella, Johannes
Konig and Luca Stella, in September 2023 covered the relationship between AI and workers’
well -being and mental health using the survey data from Germany. The report titled
“Technology: Decline or New Renaissance?” by Mathew J Burrows covers comparative data
pertaining to US and China. The studies take into account technological disruption, job
security, societal-impact, psychological and economic factors. An important aspect of these
studies is related to the inequalities which can be created between different countries as well
as within a country.

CONTENT:
The study by Osea Giuntella, Johannes Konig and Luca Stella, in September 2023 followed
and approach to compare the responses of AI exposed and non-exposed workers. It is a well-
known fact that the adoption of AI has gathered pace in last few years. AI market is expected
to grow at 37% between 2023 and 2030 Research, 2022. The study thus assumes significance
as it aims to address the gap in the literature available at this stage.
The earlier studies were limited to the effects of industrial use of robots and other types of
automation technologies on the satisfaction and mental well-being of the workers. The
adoption of AI may lead to the automation of non-routine tasks and will have an effect on
educated workers also. This assumption is based on the fact that many high paying secure
jobs do not require advanced qualification. There is a possibility that AI adoption may not
create new roles for human workers and workers may be retrenched.
Available evidence and surveys suggest that workers world-wide are concerned about the
impact on labour market opportunities. A recent Pew study on workers in the US finds that
workers in more exposed industries are not threatened by the effects of this new technology
on their jobs. The study conducted by Osea Giuntella, Johannes Konig and Luca Stella finds
similarity with other investigations. They mentioned that there was evidence of a small
positive effect on wages in AI exposed occupations in the US.They conclude that workers
exposed to AI have higher concern about personal economic future.
Mathew J Burrows in his study opined that on one hand the technology revolution can
reinforce inequalities among countries, and on the other there are concerns that it will do the
same domestically. Some job categories could disappear while many more would be
disrupted. It is difficult to forecast how many jobs could be created. Most scientists believe
that we are only at the second stage of the AI revolution. It may take years or decades before
new jobs are created. Impact maybe more severe in Western countries initially, however it
will be felt in emerging markets also at a later stage.
The report further mentions that along with job insecurity and declining wage levels for the
less skilled workers would increase the income and wealth inequalities. It also cites example
of British textile workers revolting against the use of automated looms in the 19th century.
The revolt however could not stop the industrial revolution. Current lifestyles are already so
dependent on automation that none would be able to reverse the trend. Social scientists fear
that the companies are increasing their revenues while workers do not get their fair share.
CITATIONS:
 1. Giuntella, O., König, J., & Stella, L. (2023). Artificial Intelligence and Workers’ Well-
Being. IZA - Institute of Labor Economics. http://www.jstor.org/stable/resrep57399
2. Burrows, M. J., & Pickering, T. R. (2019). TECHNOLOGY: MYTHS AND
REALITIES. In Global Risks 2035 Update: Decline or New Renaissance? (pp. 38–47).
Atlantic Council. http://www.jstor.org/stable/resrep20949.8

 THEME:
The impact of artificial intelligence on job insecurity: A moderating role based on vocational
learning capabilities.
It constructs a quantitative model to examine how AI influences job insecurity in the
manufacturing industry, particularly seeking to find moderating effects that vocational
learning capabilities may have on the perception of job insecurity. Data analysis through
statistical methods such as SPSS22.0 provides evidence that AI per se may not play a
significant role in influencing job insecurity at the moment, but that the association between
AI and vocational learning abilities does create a very own effect. That is, examining
vocational learning capabilities, AI-induced job insecurity perceptions decrease significantly.
Simply put, it means that employees are less threatened by the presence of AI in the
workplace if they can adapt through vocational learning. Implications drawn from the paper
contribute toward theoretical insight and practical guidance in strengthening that vocational
learning as a strategy toward curbing labor-market structural unemployment challenges
posed by AI. The implications for governments, companies, and employees become
invaluable as they deal with AI-induced changes within the labor force.
CITATION:
Liu, R., & Zhan, Y. (2020). The impact of artificial intelligence on job insecurity: A
moderating role based on vocational learning capabilities. Journal of Physics: Conference
Series, 1629, 012034. https://doi.org/10.1088/1742-
6596/1629/1/012034​:contentReference[oaicite:0]{index=0}.

 THEME:
An incoming threat: the influence of automation potential on job insecurity
The article surveys the psychological effects of AI-driven automation on job insecurity
focusing on industries deemed vulnerable to automation. Data from a longitudinal survey,
namely U.S. General Social Survey (GSS), showed that employees in those sectors are under
progressive suspiciousness as automation is taking place. Social media involvement does
help to soften the harsh effects of automation, providing employees with a means to take their
minds off the fears of losing their jobs. Contrary to expectations, however, the quality of
supervisor-subordinate relationships had little effect in ameliorating job insecurity due to
automation. This study argues the necessity of examining the very psychological impact of
automation and sees social media as a possible instrument to assuage employee fears.
CITATION:
Author(s). (Year). Title of the article. Journal Name, Volume(Issue), Page Range.
https://doi.org/10.1108/APJBA-07-2022-0328
 THEME:
The transformative impact of artificial intelligence (AI) on skill development and job
dynamics across various industries.
There have been numerous studies on the impact of artificial intelligence across various
dynamics, The research study ‘AI in the Workplace: A Systematic Review of Skill
Transformation in the Industry’ was done by Jano Moreira de Souza, a professor at the
Universidade Federal do Rio de Janeiro, and his colleagues. De Souza (2024) has developed
expertise in fields including databases, knowledge management and AI and is therefore
prominent in the identification of the potential of AI on various fields. The main variables
studied in this research include: Artificial Intelligence (AI) applications: The implementation
of AI in various sectors including educational, software, health, and the digital marketing
sectors. Skill transformation: In what way is AI and automation contributing to new needs
for skill sets, technical competencies, and flexibility for professionals. Job market dynamics:
How industries, roles and tasks have evolved due to the incorporation of Artificial
Intelligence. The study used the Rapid Review method which is a rapid evidence assessment
method that takes a large number of peer reviewed academic and industry, articles from
accredited databases such as Scopus database. Among 39 of the articles reviewed, 20 were
considered most appropriate for further analysis. The research findings of this paper suggests
that the current relationship between AI and industries is that while it is eradicating mundane
jobs, it is also opening ways for industries that relate with tasks that involve decision-making
and critical thinking and the adoption of AI requires a constant acquisition of new skills most
especially in specialized skills and dynamism. The employees in the professions are required
to develop new media literacy, they are required to adapt to new technologically inflected
organizational contexts. (Bhargava et al., 2020) One limitation of this study is that it’s based
solely on literature, which means real time changes in the constantly evolving AI field could
be missed. Bhargava (2024) reveals the need for professional digital marketing to embrace
the AI process in their everyday work. Among all jobs that are mentioned to be on the rise in
automation, digital marketing is highlighted among them, making the roles of professionals
in this specialty undergo drastic changes in practice and outlook regarding job security.
CITATION:
Babashahi, L.; Barbosa, C.E.; Lima, Y.; Lyra, A.; Salazar, H.; Argôlo, M.; Almeida, M.A.d.;
Souza, J.M.d. Sci. (2024), 14, 127. AI in the Workplace: A Systematic Review of Skill
Transformation in the Industry. Adm. https://doi.org/10.3390/admsci14060127

 THEME:
Exploring Job Security, Satisfaction, and Employability in the Evolving Workplace
An article on Implementation of Robotics, Artificial Intelligence, and Automation (RAIA)
on Job Satisfaction, Job Security, and Employability (2020) done by Amisha Bhargava,
Marais Bester & Lucy Bolton. Bhargava started her journey as an academic, particularly
focusing on how technology disrupts workplaces formulated the problem jointly with Bester
and Bolton who study organizational behavior and the dynamics of the workforce. Through
their research, they suggest that many areas of the workplace have undergone a drastic change
due to implementation of Robotics, Artificial Intelligence, and Automation (RAIA). A lot of
changes have been observed in employees’ attitudes due to these technologies, especially
when it comes to employment, security and satisfaction of employees. For each of these
 transitions, it is necessary to understand such perceptions to enable organizations to address
them effectively in ways that enhance employee morale as well as productivity. Concerning
the findings of the study, it was established that several external and internal factors may
affect employees’ perception of RAIA. From these above-mentioned perspectives,
employees’ overall work experience and their flexibility towards change driven mostly by
technology are acquiring remarkable impacts. Bhargava, Bester & Bolton (2022) identified
a number of key variables are the perceptions of employees about RAIA, including the extent
that they engaged in implementing RAIA, manager communication and RAIA-related
attitudes to change and technology. For instance, on the basis of the study conducted by Frey
and Osborne (2017), revealed that majority of the jobs could be automated and therefore the
workers have developed a deep concern towards job security. This belief is particularly real
in sectors with operation job alternatives that are highly automatable-like production, retail,
and other companies. The generalization of the results may be restricted due to small sample
size and the fact that the participants are restricted to a specialized industry. Generalizing the
research across different industries may produce richer understandings of RAIA’s effect on
the labor force. One of the areas of interest stays with the employee perceptions in relation
to job security and employability aligns very much with issues that exist in the digital
marketing industry where automation is gradually replacing analytical jobs, content creation
jobs and ad targeting jobs.
CITATION:
Bhargava, A., Bester, M., & Bolton, L. (2020). Employees’ perceptions of the implementation
of robotics, Artificial intelligence, and Automation (RAIA) on job satisfaction, job security,
and employability. Journal of Technology in Behavioral Science, 6(1), 106–113.
https://doi.org/10.1007/s41347-020-00153-8

 THEME:
Technical Unemployment
Brynjolfsson and McAfee (2014)8 highlight that technological unemployment does not only
affect low-skilled workers but also has the potential to disrupt middle-skilled jobs. These
include roles that require some level of expertise but can still be replicated by AI systems,
such as certain types of accounting, legal analysis, and even medical diagnostics. The
replacement of workers in these roles by AI systems could lead to a "hollowing out" of the
job market, where only high-skilled, highly paid jobs and low-skilled, low-paid jobs remain.
Social Effect- Acemoglu and Restrepo (2018)11 note that automation exacerbates income
inequality, as the economic benefits of AI are not evenly shared. This inequality further
amplifies the insecurity felt by workers in vulnerable positions.
Job insecurity due to automation has broader social implications. The fear of losing one's job
can lead to stress, anxiety, and decreased job satisfaction, which in turn can impact overall
well-being. Studies have shown that workers who perceive their jobs as insecure are more
likely to experience mental health issues and have lower productivity (Autor, 2019)12.
Moreover, regions heavily dependent on industries prone to automation may experience
social unrest and economic decline, further contributing to job insecurity on a larger scale.
CITATIONS:
Acemoglu, D., & Restrepo, P. (2018). Artificial Intelligence, Automation, and Work. National
Bureau of Economic Research. https://doi.org/10.3386/w24196
 Autor, D. H. (2019). Work of the Past, Work of the Future. National Bureau of Economic
Research. https://doi.org/10.3386/w25588
Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age: Work, Progress, and
Prosperity in a Time of Brilliant Technologies. W.W. Norton & Company.

 Haritha P and Resham Lohani conducted a research titled as “Effect of AI Technology

Disruption on Employee Turnover Intention in the Field of Digital Marketing." This research
studied essential factors that relate to the disruption in AI technology, job insecurity, turnover
intention, and job mobility in the digital marketing industry. Using a sample of 303 Indian
workers, the study adopted the survey method to collect information and presented it to the
readers using Structural Equation Modelling (SEM). The results demonstrate the impact of
AI technology disruption on employees' likelihood of leaving a job, and that this is indirectly
due to an effect mediated by job insecurity. Curiously, one of the factors that contributed to
a greater want to leave was inadequate treatment by the higher-up. Use of AI in the digital
marketing industry results in feelings of job instability, influencing employee involvement
and career choices. However, the research limitation is only limited data sample, which might
fail to represent wider views. The final link to wanting to leave a job and employees' behavior
was also found to be problematic because expressed emotions may not necessarily translate
to action. This study would add up to the theme of “Impact of AI and Automation on Job
Security” by discussing how AI could influence job insecurity, turnover intentions, and
workplace behavior in industries like digital marketing, which are highly affected by
technology advancements.
CITATION:
Haritha, P., & Lohani, R. (2024). Impact of AI technology disruption on turnover intention
of employees in digital marketing. International Research Journal on Advanced Engineering
and Management, 2(3), 389-400. https://doi.org/10.47392/IRJAEM.2024.0055
 The researchers studied how these dimensions of change in the workplace, loss of status, and
threats to IT identity can impact identity threats due to AI. In that sense, for the gathering of
existing studies dealing with identity threats and IT usage at work, the researchers applied an
SLR method. A PLS-SEM was conducted to test their research model using semi-structured
expert interviews for validation and enrichment of their results. Research here detects ways
through which the presence of AI impacts negatively on the employee's job security and
professional identity with regard to changes in roles, low demand for some skills, and a sense
of job displacement. The findings, however, do suggest that if installed properly, it can
enhance cooperation and productivity. The study indicates mental and emotional barriers that
the workers experience as they adapt to AI, and thus an organization should work towards
resolving these issues to avoid resistance towards AI in the workplace. The study lacked
enough practical application of AI across different sectors because it focused too much on
theoretical framework. Moreover, the sample size of the expert interviews undertaken as part
of the study was small, thus it would limit the generalizability of the results.This article
closely relates to the subject of research because it brings out the psychological implications
of threats involving AI-generated identities on employees' job security and self-esteem. It is
only when these psychological impacts are known that one can be able to delve into the larger
topic of job security in the age of AI and automation.
CITATION:
Mirbabaie, M., Brünker, F., Möllmann (Frick), N. R. J., & Stieglitz, S. (2022). The rise of
artificial intelligence - understanding the Al identity threat at the workplace. Electronic
Markets, 32, 73-99. https:// doi.org/10.1007/ s12525-021-00496-x
 CHAPTER 3

METHODOLOGY
This chapter gives the reader a road map for understanding the design and execution of the research.
This part offers an overview and an explanation for the method being used. In this chapter, the focus
is on how the research was conducted to know the thoughts of individuals from digital marketing
about AI and automation and its impact on their job security. It basically explains the whole
methodology used while conducting the research.

OPERATIONAL DEFINATIONS
 AI (Artificial Intelligence) and Automation Attitudes: AI attitudes mean the way people look
at this issue. More exactly, it refers to the opinions, attitudes, and emotions experienced by
man concerning technological solutions. It deals with not only trust but also the idea of
usefulness, fear of risk, and the overall approval or rejection of any AI application. Citing
some findings, AI-related optimistic attitudes are associated with efficiency gains and the
like, while the other, the negative ones, may emerge from the fear of the job loss or invasion
of the privacy. (Schepman & Rodway)
Automation attitudes are predefined as individuals' mental and emotional reactions to
automated systems and technologies that are used in workplaces and everyday life. The
attitudes will contain such things as perceived ease of use, the influence of job roles, and the
issues of control or reliance on machines. The positive attitudes are related to strong comfort
and acceptance of automation, on the other hand, the negative attitudes could be about safety
risks or job lose. (Parasuraman & Riley)
 Job Security: Job security is defined as “the perceived probability of retaining one’s job” and
the extent to which employees believe that their job and role within the organization are safe
and stable.” (Probst)

DATA COLLECTION
For collection of the data, semi structured interviews were used as a medium. Interviews were
thought as of a better option as they provide in depth information. It is a way to get rich and deep
data about the topic. Semi structed format was used as it is more flexible and provides a proper
balance between structure and open-endedness. The interview questions are attached below in
the appendix section.
First an informed consent form was given to the participant and a written consent was taken and
also verbally the same was re-assured. The questions were kept clear and easy to understand. It
started with basic questions about the job to get information and also to built rapport. Later
questions focused on their perceptions on AI and automation related to their job roles. It than
shifted more towards their feelings and thoughts about impact of AI and automation on their job
security and how do they manage with the same and what actions their company are taking to
resolve the same. Every interview was nearly about 8-10 minutes long. At the end of the
interview the participant was free to ask any questions about the study or the interviewer. After
the whole process the participant was thanked.
Before the interview the participant was given a brief knowledge about the study and were
requested to maintain transparency to avoid any misconceptions. Consent, confidentiality and
voluntary participation was explained. With the permission of the participant the interview was
recorded in the interviewer’s phone.

DATA ANALYSIS METHOD

Thematic analysis method was used to analyze the data. First all the interviews were converted
into transcripts in exact verbatim. After that the data was interpreted. Firstly, the familiar data
was identified and initial codes were generated. After that there was search for themes in the
generated codes. The identified themes were reviewed and named. Finally, everything was again
rechecked from the transcripts and the data was interpreted.
 CHAPTER 4

RESULTS AND DISCUSSIONS:

The research identifies a number of themes, which are interconnected as they relate to the employee
experiences and perceptions. It is evident that AI enhances the industry through automation of
mundane tasks and raising productivity levels, however, there are threats associated with job loss,
the demand for different skills and the pressure on mental health. The themes are presented as the
following, Job Insecurity, Upskilling, Emotional impact, Technological Displacement,
Organizational Communication and Support, Future Outlook and Expectations and Job Security.
These themes illustrate the intricacies of the adoption of artificial intelligence at the workplace and
its impact on career growth and job security.

Themes Sub-themes Codes Quote

Job insecurity Fear of Replacement Job loss “With AI everything

can be done in a few
minutes while
humans take time. So,
it can make a person
lose his/her job.”

“It is challenging for

newcomers as they
are not known in this
field and have to build
their name. People
may not trust their
information.”

“While, AI can
definitely make some
tasks easier, but it
might worry some
other people, like the
creative aspects of AI
might take the jobs of
so many people and
other fields.”
 “When my client
mentioned about the
AI writing tool
instead of hiring a
writer and made me
question my own job
security for a while,
but I felt like a wake-
up call to adapt and
bring more value to
my work.”

“AI has reduced the

number of jobs we are
getting.”

Upskilling Learning new tools Gain knowledge “I take short online

courses that teach me
how to use new tools
in graphic designing,
and that basically
boosts my confidence
and skills.”

“I am constantly
updating my skills,
for example, I have
taken a few online
courses on AI design,
even coding, which
helps me with the
technical side of
things.”

“I am making myself
upskilled and
comfortable with AI
and know how to use
AI.”

“I am watching a lot
of you-tube videos
right now to gain that
particular creative
 thinking where I can
be unique, stand out in
my own crowd.”

“I've been taking

online courses on
advanced SEO
techniques, content
strategy and even
some basics of AI
tools. And I'm also
exploring how data
analytics can improve
my content writing.”

“Learning AI
software packages
which the company is
using and apart from
that i would like to
acquire my own skill
which would be
required in the job
market.”

Emotional Impact Stress and Anxiety Burnout “I have joined yoga

classes nowadays to
release any stress and
anxiety.”

“There is always so
much stress and
pressure that it takes a
toll on my mental
health.”

Technological Replacement AI driven task “I believe basic parts

Displacement automation of the job like
removing
backgrounds,
adjusting light and
color from images,
data analysis, email
marketing and some
parts of social media
scheduling could be
fully automated.”

“Proof-reading,
content creation and
formatting are some
of the tasks that are
easily replaceable by
AI.”

“Some like generating

a basic content
keyword research and
even SEO audits can
be automated”

“When I first saw the

AI generating logos or
creating the design
effects, at this
moment I felt panic
thinking that it was
going to replace me?”

“If companies focus

only on cost saving,
AI could be a threat.”

Routine jobs will also

be redefined but we
must be aware that
many routine jobs will
be taken over by
automation and the
use of AI.
Organizational Employee skill Cross-functional “So, we had a meeting
communication and development training where my
support organization told us
about what is going to
happen in the near
future and they also
reassured us that we
are not going to lose
our jobs. They are
planning to conduct
various training
sessions where we can
go ahead and learn
many things from
AI.”

“My company has

recently started
workshops on how to
use AI tools, which is
great in helping us
upstream.”

“There has been a

workshop organized
by the organization to
make us more
comfortable with the
AI tools that we are
using, and some
training sessions has
also been scheduled
for us.”

“So, my organization
has been very open
about it. They've
provided training
sessions on how to
use AI tools and
emphasize that AI is
when to support and
not to replace us. And
it's very reassuring to
 know they see it, the
way to enhance their
productivity.”

“The company has

already adopted some
of the tools and
provided training on
learning to use these
tools like Adobe and
firefly.”

Unemployment Risk Involuntary Mitigating risk “I have started to

Perception unemployment through strategies embrace AI as a tool
rather than seeing it as
a competition. So I
use AI to take care of
small tasks so that I
can focus more on the
creative and the
conceptual parts of
the project.”

“We can take it as a

competition so that
we’ll definitely boost
our spirit and we can
take pride in ourselves
in what we do is
something really
better than we got
with AI.”

“I try to keep myself

updated with the new
technology and
advancement in
marketing. Instead of
spending a lot of
money on one big
course that might
become outdated, I
take shorter online
courses that focus on
specific skills.”
Future Outlook and Adaptation to AI Positive expectations “We can definitely
Expectations advancements for AI integration take it as a healthy
competition. We can
use the digital
platform to upgrade
our work.”

“I can take it on a
good note that it can
help me to grow in the
future. If the small
tasks can be done by
AI and automation
then people will get a
chance to grow
further. I can see it
acting like a friend, so
let’s see what the
future holds.”

“I can say that the job

market will become
more competitive and
the roles might evolve
to require the
combination of
technical and creative
skills.”

“I think my role will

shift more towards
strategic planning,
storytelling and
ensuring content is
personalized. And the
technical aspects that
are might be handled
by AI, but there is
always a need for that
human touch in your
content creation.”
 “We have to be ready
for the future job
market as there would
be less man grinding
jobs available in the
future like proof
reading or so. But
obviously, jobs like
strategic content
creation are non-
replaceable by AI
because we cannot let
AI strategize the
things we want.”

Job security Workforce stability Secured roles “If AI is used as a tool

to enhance creativity
and productivity, I
think it can actually
lead to growth.”

“I am absolutely
secure. I do not have
any insecurities of
layoff and again it is a
reputation, that AI
cannot understand the
creativity and skills of
a writer.”

“AI can produce

content but it cannot
convey a clear and
human emotions.”

DISCUSSION
Job Insecurity: Fear of Replacement
The concept of job insecurity came out clearly in the work, with concerns from the research
participants about being replaced by AI. A lot of them described the trends in which clients are
allowing the use of AI tools with internal marketers or described how fast and cheap AI can do the
work. Statements such quotes as, “AI has reduced the number of jobs we are getting” or “When my
client mentioned an AI writing tool instead of hiring a writer, it made me question my job security”,
speak to a culture of fear of losing jobs especially for workers performing monotonous duties.
Starters in the field tend to be more anxious owing to their new position and the already advanced
AI technologies in the market. People are also anxious because they have started to notice
encroachment even in creative aspects – which were thought to be AI-proof – and wonder how safe
their jobs will be in the future.

Upskilling: Adaptation Strategies

Even with all the anxiety, some of the respondents managed to be persistent and focused on
upskilling and adapting to the new technologies. This theme of learning new materials and acquiring
new tools has come up repeatedly, with most of them looking for courses on AI integration, advanced
SEO and content strategy, and even technical skills, among others. “I am always trying to improve
my skills”, “I have taken a few online courses on AI design and even coding, which helps me with
the technical side of things” and “I do some short online courses” show that there is an active drive
not to be left behind. This suggests that the employees appreciate the need for job security in the
present and for the future and hence, are ready to learn as much as they can, even when the job is not
purely technical or creative.

Emotional Impact: Stress and Anxiety

The emotional strain that accompanies the fear of losing one’s job due to AI technology was another
prominent theme, which was in itself, articulated as going through stress and anxiety. Participants
noted that they experienced immense pressure and uncertainty, which resulted in stress and other
deteriorating effects on their mental wellbeing. Statements such as “It weighs heavily on my mind”
and “There is always so much stress and pressure that it takes a toll on my mental health.”, illustrate
the internal pressures that are experienced by employees. This further calls for interventions by the
organization in such traumas, both provision of mental health help and informing the workers what
the place of AI will be in the company’s future.

Technological Displacement: Organizational Support

The technological displacement factors emphasize on the increased fear that operational tasks will
in the near future become fully computerized. Activities such as generating simple articles,
researching keywords, or scheduling post contents on different social media as exposed as
susceptible. This, however, is manifested in occasional instances of support organizations. A good
number of the participants provided accounts of companies which had invested resources on, for
instance, helping employees acquire new skills through training and workshops aimed at helping the
employees take up more roles strategizing. “My organization told us about what is going to happen
and reassured us that we are not going to lose our jobs” comments indicate certain levels of
communication and up-skilling programs can help ease fears regarding deployment of AI systems in
an organization.
Unemployment Risk Perception and Future Outlook
Risk perceptions of unemployment among participants were in accordance with their views and the
strategy of the organization. Some saw AI as a rival, while others considered it a tool for improving
work efficiency. Certain phrases like “I have started to embrace AI as a tool rather than seeing it as
a competition” and “If the small tasks can be done by AI, people will get a chance to grow further.”
demonstrate a positive evolution in one’s perspective towards no longer viewing AI as a threat, but
more as an avenue for growth. Such positive framing goes to the extent of the expectations about the
future, as some participants expressed optimism that the advent of AI would help in creating more
interesting and strategic planning and creativity roles.

Job Security: Workforce Stability

The concept of job security emerged in two oppositional instances. For some, primarily creative or
strategic job roles, this sense of security lie as they declared that “AI will fail to impart a clear
emotion of a human being” or “the work of a writer is too creative and skilled for AI interpretation.”
Such perspectives claim that positions or tasks that involve subjective judgement and emotion might
not be at great risks. On the other hand, however, other individuals shared their feeling about the
delaying dynamics that, in their opinion, troubling regard to the ever-evolving AI technology will
not last.

REUSLTS
Overall, we can see that the participants think AI as a threat as well as an opportunity. They believe
that AI can be a good thing but to make it an opportunity, one needs to upskill themselves and work
together with AI. All this is sudden over use of AI is impacting the job security. Some of the
participants were insecure about their job security but at the same time others felt secure and a need
to update themselves to be more productive. All this stuff though is resulting in some specific
stressors and anxiety in the employees. Participants were not exactly very optimistic about their
future but were determined towards learning and upskilling for a better future.
 CHAPTER 5

LIMITATIONS OF THE STUDY

 Sample Size: The study was done on a very small number of participants. This makes it hard
to generalize anything gained from the study. The study may not show opinions of different
professionals or experience levels.
 Self-Report Bias: as the data was collected through interviews, though it was rich and in-
depth but it did we can’t say if the answers were completely true or not. As it was a self-
report measure, the participants may give socially desirable answers.
 Lack of Qualitative measure: As the study was done qualitatively, the same can be done
through using some scales and quantitative measures. It will provide a numeric value and
help to understand more better.

FUTURE APPLICATIONS
 Inclusive Strategies: Understanding employees feeling, the organizations can include more
inclusive strategies for the employees to make a better environment and making the optimum
use of combination of AI- automation and human force.
 Enhancing Outcomes: As one knows that they can use AI and humas together, this helps in
enhancing the work outcomes and provide better results.
 Job Security: one can get some assurance that all the work cannot be done AI and automation
and hence feel more secure in their job and may learn new skills and adapt new job roles.

CONCLUSION
The study uncovers the intricate relationship between artificial intelligence (AI), automation, and
job security in the realm of digital marketing. Participants showed opposing feelings about AI as
both a threat and an opportunity. A considerable part of the respondents was worried about being
dismissed while some others were resilient by learning the new skill and adjusting to the new
technology.
The research recommends that job security is actually not only technology-based but is also
supported by organizations' understanding and effective communication. Firms that train
workers, communicate clearly, and use AI as tool instead of a replacement are more likely to
have stable and motivated workers in the long term.
Overall, the results emphasize the necessity of combining AI integration with values that are
human-oriented, promoting a culture of learning, ensuring staff are safe and, at the same time,
appreciated during a period of digital transformation. Further studies in the future would serve
to analyze these relationships in a variety of industries and over an extended period thus, helping
in the formulation of better job security management mechanisms in the AI era.
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 Bessen, J. (2019). AI and Jobs: The Role of Demand (Working Paper No. 24261).
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 Bhargava, A., Bester, M., & Bolton, L. (2020). Employees’ Perceptions of the
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 Brynjolfsson, E., & McAfee, A. (2014). *The Second Machine Age: Work, Progress, and
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 Dwivedi, Y. K., Hughes, D. L., Coombs, C., & et al. (2021). Artificial Intelligence (AI):
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Research, Practice, and Policy. *International Journal of Information Management, 57*,
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 Frey, C. B., & Osborne, M. A. (2017). The Future of Employment: How Susceptible Are
Jobs to Computerization? *Technological Forecasting and Social Change, 114*, 254-280.
https://doi.org/10.1016/j.techfore.2016.08.019
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 Liu, R., & Zhan, Y. (2020). The Impact of Artificial Intelligence on Job Insecurity: A
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 APPENDICES

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14% Overall Similarity

The combined total of all matches, including overlapping sources, for each database.
10% Internet database 7% Publications database
Crossref database Crossref Posted Content database
12% Submitted Works database

Summary
 CHAPTER 1
INRODUCTION:
59
Artificial Intelligence (AI) and automation are the new disruption factors in business
16
operations, reshaping industries with unprecedented speed. Artificial Intelligence is an
extension of computer systems that are able to perform tasks that would normally require
48
human intelligence, such as learning, problem solving and decision making. Automation uses
the application of technology to automate tasks with minimal human intervention simplifying
processes in many industries, i.e. manufacturing, finance, healthcare and customer support.
Automation & AI systems increase the pace and accuracy of tasks making companies more
streamlined. Artificial Intelligence allows systems to process millions of data and predict
trends, adapt with ever-changing scenarios making decisions. AI powered chatbots are one of
many examples and can provide customer support 24/7, thereby reducing down time and costs
of humans. But the progress there raises some alarms. In jobs that entail routine and repetitive
tasks, based on AI and automation, there is a conversation going on regarding the replacement
of workers. At the same time, it results in creation of jobs but requires to upskill and reskill.
At its core, AI and automation force a shift in how work is being performed and organizations
are being run which ultimately opens the door for innovation and efficiency. These challenges
are well-documented, but they must be addressed while balancing the pros and cons of
individual responsibility. As such, their impact is only likely to grow – and it is vital for
companies to adapt and utilise these technologies if they hope to remain competitive in a fast-
evolving digital landscape.
Job security is the state of not being at risk of losing employment. Job security is one of the
fundamental things, which an employee needs to feel a sense of security and this in turn gives
peace, motivation, loyalty among workers. The rise of technologies such as automation and
49
artificial intelligence (AI) has also led to concerns about the potential loss of jobs. Tasks that
are standardized and structured, in other words repetitive routine tasks, are being increasingly
automated reducing the need to be involved in fields such as manufacturing, finance and retail.
In addition, the situations such as those created by covid 19 have increased job security
concern.

RATIONALE OF THE STUDY:

54
The use of Artificial Intelligence (AI) and automation in digital marketing are turning the
trend over the way business used to be done which is causing a huge disruption in job
stability. Machine learning, predictive analytics and chatbots are revolutionizing marketing
automation to new heights automating multiple marketing tools from data analysis to content
creation making the marketing strategy more efficient and to overall more precise. But this
change comes with challenges too: it could mean replacing or eradicating longstanding
marketing positions such as SEO experts, digital content writers and social media marketers.
As AI takes on more of the repetitive work, there will be less need for these roles which leads
professionals to worry about the future of their careers.
The distrust of AI and its implementation can cause severe psychological effects in
employees like feeling stressed out, anxious or simply having a job they no longer love. This
requires organizations to provide assistance through reskilling and upskilling initiatives, as
well as more open communication and plans for employees moving into new jobs. At the
same time, before AI is implemented it is also important to take into account ethical concerns
and have a responsible automation without posing a threat to employees' rights and labour.
Develop skills of all talents and balance technology with the human centric values to have a
healthy organizational culture.
Organizations should care about what AI does to employment security, at least long term, for
32
workforce planning purposes. This balance will only be achieved by investing in employee
upskilling, fostering a culture of continuous learning and mixing AI integration with human
creativity. To sum up, AI represents a challenge to the age-old job roles in digital marketing
while it also opens gates for fresh creativity and significance. Groups capable of conducting
this transition proficiently should find themselves able to take fuller advantage of AI while
still having a hard-working, responsive labor-force. So, this topic is important to study to
save human jobs in digital marketing and to find a middle path way between AI and human
force.

AIM OF THE RESEARCH:

62
1. To examine digital marketing professionals' perceptions of AI and automation and their
impact on job security.
2. To identify specific job functions within digital marketing that are most affected by AI
and automation.
3. To understand the coping strategies and skill development efforts employed by digital
marketers to adapt to AI integration.
4. To explore how organizational communication and support influence employees'
perceptions of AI-related job security.
CHAPTER 2
REVIEW OF LITERATURE:
30
Research literature plays a crucial role in advancing knowledge and understanding in various
23
fields of study. It serves as a foundation for academic discourse, allowing researchers to build
upon existing work, generate new ideas, and contribute to the collective body of knowledge. It
helps in knowledge expansion, building a theoretical framework, informing evidence-based
decision making, etc.
 THEME:
34
Impact of Artificial Intelligence (AI) and Automation on Job Security
Literature reviews on job security in this paper underscore the intricate relationship
60
between take-up of AI and automation technologies. One of the main themes is that
certain jobs may be displaced by AI techniques as they reach an economy of scale,
especially in manufacturing, healthcare and retail. The paper emphasizes that the
influence of AI goes beyond simple job displacement to affect job roles, patterns of
employment and workforce composition. This creates a dual narrative, where on one
13
hand there are concerns about job displacement due to the automation of various tasks
and new jobs for high-skilled workers including those in technology-driven areas. The
37
literature also highlights that artificial intelligence is less likely to eliminate jobs but a
change in the nature of work will come due to better human-technology collaboration.
This transition calls for a concentration in reskilling and upskilling to gear up the
workforce for new age job such as AI trainers, Data Analysts, AI Ethics Managers etc.
Also addressed are the ethical and socio-economic concerns around AI — algorithmic
bias, unequal access to opportunity — which are considered key factors driving job
security. Research has found that the lasting impacts from AI deployment, will be
shaped by policy interventions and strategic approaches that prioritize upskilling and
55
technology equity. The report argues that AI will have "positive and negative effects"
on jobs but offers no recommendations for managing its impact. It is about augmenting
human capabilities with machines; using AI to complement rather than replace humans;
and deploying pathways that help limit harmful side effects such as job polarization and
geographic marginalization. In addition to more stringent oversight of AI applications
in the labor market by robust governance regimes as a means to curb potential ethical
violations in employment, this proposed regulatory approach should enable
transparency, explainability and accountability of algorithmic decision-making using
AI.
CITATION:
6
Ojiyi, G. K., Oji, I. N., Ayegbusi, W. E., & Aikabeli, B. O. (2023). Job Security in the
Artificial Intelligence and Automation Era. Bournemouth University.
https://www.researchgate.net/publication/376490098_Job_Security_in_the_Artificial_
Intelligence_and_Automation_Era
11
Bowen, H. R. (1978). Technological Change and Employment. Harvard University
Press.
Dwivedi, Y. K., Hughes, D. L., Coombs, C., & et al. (2021). Artificial Intelligence (AI):
Multidisciplinary Perspectives on Emerging Challenges, Opportunities, and Agenda for
Research, Practice and Policy. International Journal of Information Management, 57,
101994.
 41
Upadhyay, N., & Khandelwal, K. (2018). Applying Artificial Intelligence: Implications
for Job Design. Journal of Business Research, 91, 244-255.
Dafoe, A. (2018). AI Governance: Emerging Challenges and Opportunities. Daedalus,
147(2), 114-127.

 THEME:
Worker and Workplace Artificial Intelligence (AI) Coexistence
The focus of the research paper is on how businesses can have AI coexist with human
workers, and the urgency for tech-evolve together with the rise of new competencies
among humans. The paper investigates how AI can amplify the capabilities of workers
by automating some repetitive tasks, aiding them in making quicker decisions, and
bringing new ideas to the table. Nevertheless, it also pose worries of workers due to
their lack of trust in AI mainly because they are afraid that they can be not only replaced
but might take their jobs as well. To do so, the paper argues that managing for worker-
AI success requires a symbiotic union in which workers' skills (technical and human)
are learned and well-aligned with what AI can do. Workers must ceaselessly reskill and
upskill to adapt and succeed alongside their AI colleagues.
CITATION:
17
Araz Zirar, Syed Imran Ali, & Nazrul Islam. (2023). Worker and Workplace Artificial
Intelligence (AI) Coexistence: Emerging Themes and Research Agenda. Technovation,
124, 10274.

 THEME:
26
Impact of Technology Automation on Job Insecurity in Digital Marketing
Every process within an industry can be automated by any given technology including
digital marketing. There are changes in the way work is done as well as in job
expectations for the professionals. As these AI and automated operations, like the
analytics running the data increase, most digital marketers have been feeling a little
uneasy about their positions. The concern is that as these tools become getting
competent and spread to a large audience, work such as data analysis and creation will
become a function of machines, thus depriving the humanity of more chances to digest.
Brynjolfsson and McAfee (2014), while they acknowledge the advantages brought by
increased automation, also stress one negative aspect that often accompanies it –
displacement from employment or saving economies. For instance, once such tools
become more advanced and efficient then the likelihood of people losing their jobs
increases within the actionable marketing since technology keeps taking over even
fraudulent marketing strategies. Nonetheless, the impacts of this job vulnerability are
not universal. Those who are more educated and possess more specific talents are
usually more comfortable because they can shift to other types of work or incorporate
modern technology. In contrast, people with less education or fewer skills are prone to
feeling a sense of insecurity and worry towards their position in the dynamic work
environment.
The assistance from employers is also very important. Kalleberg and Vallas (2018)
found that organizations addressing this issue by providing necessary training to acquire
 new technologies may mitigate the concerns of being replaced. In digital marketing
sphere, anxiety can be alleviated because the employees are equipped with the required
devices to engage with new technology. The kind of job does matter as well where by
the way, those that are monotonous and repetitive are the more likely to be made
through automation resulting to job stress (Bessen, 2019). But jobs requiring
imagination, strategizing and face-to-face communication are less prone to these
downside effects allowing those marketers to feel secure in such positions. It has been
noted in a long-term study by Brough and O’Driscol (2015) that in the beginning,
people may be quite anxious about such technologies as automation but after some time
and acquiring more different skills, they tend to feel less anxious. This, however, may
be a cause of stress, which is why it is critical for organizations to provide sustained
assistance in parallel to the progression of the change.
CITATIONS
15
• Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress,
and prosperity in a time of brilliant technologies. W.W. Norton & Company.
• Kalleberg, A. L., & Vallas, S. P. (Eds.). (2018). Precarious work. Emerald Publishing.
19
• Bessen, J. (2019). AI and jobs: The role of demand (Working Paper No. 24261).
National Bureau of Economic Research. https://doi.org/10.3386/w24261
31
• Brough, P., & O'Driscoll, M. (2015). Workplace well-being: How to build
psychologically healthy workplaces. Wiley.

 THEME:
Automation and Job Security in Digital Marketing
Frey and Osborne (2017) in their research focus on the topic of the changing landscape
in the job security, resulting through automation with focus on AI, in several fields
including digital marketing. They shed light on a growing concern: why employees of
the future will not have any position. By employing machine learning techniques, the
authors investigate the various occupations for their susceptibility to automation. The
findings were that up to 47 percent of the present jobs found within the US could be
subjected to risk of being replaced particularly through automation processes in the near
future: these are the lower level digital marketing jobs that involve constant performing
of certain tasks such as data collection and analysis, or optimization of ads.
What’s encouraging, however, is that some jobs are at greater risk than others. Frey and
Osborne highlight that those jobs that entail the use of creative, analytical and social
intelligence which machines are less adept to perform are in less danger. In practical
terms, this implies that whilst certain entry-level jobs may be hard hit, future prospects
remain bright for individuals who are able to properly exercise their imagination and
accept technological advancements. Many marketing professionals have begun
integrating these automation technologies into their marketing strategies. Marketers,
however, will have to prepare for a change considering this technology is being adopted
by a wide range of professionals. It actually reminds us that automation is a change and
uncertainty but it opens many doors of opportunity for human growth. Digital marketers
who tend to stress their unique human qualities and maximize their creative capabilities
can lock in their places while also opening new horizon opportunities within the
industry.
 CITATIONS:
9
• Frey, C. B., & Osborne, M. A. (2017). The future of employment: How
susceptible are jobs to computerization? Technological Forecasting and Social Change,
114, 254-280. https://doi.org/10.1016/j.techfore.2016.08.019

 THEME:
1
The studies reviewed revolved around exploring the relationship between the increasing
use of AI, Automation and feeling of Job Insecurity amongst the professionals. The
1
study “Artificial Intelligence and Worker’s Well Being” published by Osea Giuntella,
25
Johannes Konig and Luca Stella, in September 2023 covered the relationship between
AI and workers’ well -being and mental health using the survey data from Germany.
The report titled “Technology: Decline or New Renaissance?” by Mathew J Burrows
covers comparative data pertaining to US and China. The studies take into account
technological disruption, job security, societal-impact, psychological and economic
factors. An important aspect of these studies is related to the inequalities which can be
created between different countries as well as within a country.

CONTENT:
22
The study by Osea Giuntella, Johannes Konig and Luca Stella, in September 2023
followed and approach to compare the responses of AI exposed and non-exposed
workers. It is a well- known fact that the adoption of AI has gathered pace in last few
years. AI market is expected to grow at 37% between 2023 and 2030 Research, 2022.
The study thus assumes significance as it aims to address the gap in the literature
available at this stage.
1
The earlier studies were limited to the effects of industrial use of robots and other types
of automation technologies on the satisfaction and mental well-being of the workers.
1
The adoption of AI may lead to the automation of non-routine tasks and will have an
effect on educated workers also. This assumption is based on the fact that many high
paying secure jobs do not require advanced qualification. There is a possibility that AI
adoption may not create new roles for human workers and workers may be retrenched.
1
Available evidence and surveys suggest that workers world-wide are concerned about
1
the impact on labour market opportunities. A recent Pew study on workers in the US
finds that workers in more exposed industries are not threatened by the effects of this
22
new technology on their jobs. The study conducted by Osea Giuntella, Johannes Konig
and Luca Stella finds similarity with other investigations. They mentioned that there
1
was evidence of a small positive effect on wages in AI exposed occupations in the
US.They conclude that workers exposed to AI have higher concern about personal
economic future.
Mathew J Burrows in his study opined that on one hand the technology revolution can
reinforce inequalities among countries, and on the other there are concerns that it will
do the same domestically. Some job categories could disappear while many more would
be disrupted. It is difficult to forecast how many jobs could be created. Most scientists
believe that we are only at the second stage of the AI revolution. It may take years or
decades before new jobs are created. Impact maybe more severe in Western countries
initially, however it will be felt in emerging markets also at a later stage.
 The report further mentions that along with job insecurity and declining wage levels for
the less skilled workers would increase the income and wealth inequalities. It also cites
example of British textile workers revolting against the use of automated looms in the
19th century. The revolt however could not stop the industrial revolution. Current
lifestyles are already so dependent on automation that none would be able to reverse
the trend. Social scientists fear that the companies are increasing their revenues while
workers do not get their fair share.
CITATIONS:
1
1. Giuntella, O., König, J., & Stella, L. (2023). Artificial Intelligence and Workers’
Well-Being. IZA - Institute of Labor Economics.
7
http://www.jstor.org/stable/resrep57399
2. Burrows, M. J., & Pickering, T. R. (2019). TECHNOLOGY: MYTHS AND
REALITIES. In Global Risks 2035 Update: Decline or New Renaissance? (pp. 38–47).
Atlantic Council. http://www.jstor.org/stable/resrep20949.8

 THEME:
24
The impact of artificial intelligence on job insecurity: A moderating role based on
vocational learning capabilities.
It constructs a quantitative model to examine how AI influences job insecurity in the
manufacturing industry, particularly seeking to find moderating effects that vocational
learning capabilities may have on the perception of job insecurity. Data analysis through
statistical methods such as SPSS22.0 provides evidence that AI per se may not play a
significant role in influencing job insecurity at the moment, but that the association
between AI and vocational learning abilities does create a very own effect. That is,
examining vocational learning capabilities, AI-induced job insecurity perceptions
decrease significantly. Simply put, it means that employees are less threatened by the
presence of AI in the workplace if they can adapt through vocational learning.
Implications drawn from the paper contribute toward theoretical insight and practical
guidance in strengthening that vocational learning as a strategy toward curbing labor-
market structural unemployment challenges posed by AI. The implications for
governments, companies, and employees become invaluable as they deal with AI-
induced changes within the labor force.
3
CITATION:
Liu, R., & Zhan, Y. (2020). The impact of artificial intelligence on job insecurity: A
moderating role based on vocational learning capabilities. Journal of Physics:
Conference Series, 1629, 012034. https://doi.org/10.1088/1742-
6596/1629/1/012034​:contentReference[oaicite:0]{index=0}.

 THEME:
26
An incoming threat: the influence of automation potential on job insecurity
57
The article surveys the psychological effects of AI-driven automation on job insecurity
focusing on industries deemed vulnerable to automation. Data from a longitudinal
40
survey, namely U.S. General Social Survey (GSS), showed that employees in those
sectors are under progressive suspiciousness as automation is taking place. Social
 media involvement does help to soften the harsh effects of automation, providing
employees with a means to take their minds off the fears of losing their jobs. Contrary
to expectations, however, the quality of supervisor-subordinate relationships had little
effect in ameliorating job insecurity due to automation. This study argues the necessity
of examining the very psychological impact of automation and sees social media as a
possible instrument to assuage employee fears.
CITATION:
27
Author(s). (Year). Title of the article. Journal Name, Volume(Issue), Page Range.
https://doi.org/10.1108/APJBA-07-2022-0328

 THEME:
14
The transformative impact of artificial intelligence (AI) on skill development and job
dynamics across various industries.
56
There have been numerous studies on the impact of artificial intelligence across various
13
dynamics, The research study ‘AI in the Workplace: A Systematic Review of Skill
13
Transformation in the Industry’ was done by Jano Moreira de Souza, a professor at the
Universidade Federal do Rio de Janeiro, and his colleagues. De Souza (2024) has
developed expertise in fields including databases, knowledge management and AI and
is therefore prominent in the identification of the potential of AI on various fields. The
50
main variables studied in this research include: Artificial Intelligence (AI) applications:
The implementation of AI in various sectors including educational, software, health,
and the digital marketing sectors. Skill transformation: In what way is AI and
automation contributing to new needs for skill sets, technical competencies, and
flexibility for professionals. Job market dynamics: How industries, roles and tasks have
evolved due to the incorporation of Artificial Intelligence. The study used the Rapid
Review method which is a rapid evidence assessment method that takes a large number
of peer reviewed academic and industry, articles from accredited databases such as
Scopus database. Among 39 of the articles reviewed, 20 were considered most
appropriate for further analysis. The research findings of this paper suggests that the
current relationship between AI and industries is that while it is eradicating mundane
jobs, it is also opening ways for industries that relate with tasks that involve decision-
making and critical thinking and the adoption of AI requires a constant acquisition of
new skills most especially in specialized skills and dynamism. The employees in the
professions are required to develop new media literacy, they are required to adapt to
new technologically inflected organizational contexts. (Bhargava et al., 2020) One
53
limitation of this study is that it’s based solely on literature, which means real time
changes in the constantly evolving AI field could be missed. Bhargava (2024) reveals
the need for professional digital marketing to embrace the AI process in their everyday
work. Among all jobs that are mentioned to be on the rise in automation, digital
marketing is highlighted among them, making the roles of professionals in this specialty
undergo drastic changes in practice and outlook regarding job security.
10
CITATION:
Babashahi, L.; Barbosa, C.E.; Lima, Y.; Lyra, A.; Salazar, H.; Argôlo, M.; Almeida,
M.A.d.; Souza, J.M.d. Sci. (2024), 14, 127. AI in the Workplace: A Systematic Review
61
of Skill Transformation in the Industry. Adm. https://doi.org/10.3390/admsci14060127
 THEME:
64
Exploring Job Security, Satisfaction, and Employability in the Evolving Workplace
18
An article on Implementation of Robotics, Artificial Intelligence, and Automation
(RAIA) on Job Satisfaction, Job Security, and Employability (2020) done by Amisha
Bhargava, Marais Bester & Lucy Bolton. Bhargava started her journey as an academic,
particularly focusing on how technology disrupts workplaces formulated the problem
jointly with Bester and Bolton who study organizational behavior and the dynamics of
the workforce. Through their research, they suggest that many areas of the workplace
28
have undergone a drastic change due to implementation of Robotics, Artificial
Intelligence, and Automation (RAIA). A lot of changes have been observed in
employees’ attitudes due to these technologies, especially when it comes to
employment, security and satisfaction of employees. For each of these transitions, it is
necessary to understand such perceptions to enable organizations to address them
effectively in ways that enhance employee morale as well as productivity. Concerning
the findings of the study, it was established that several external and internal factors
may affect employees’ perception of RAIA. From these above-mentioned perspectives,
employees’ overall work experience and their flexibility towards change driven mostly
by technology are acquiring remarkable impacts. Bhargava, Bester & Bolton (2022)
identified a number of key variables are the perceptions of employees about RAIA,
including the extent that they engaged in implementing RAIA, manager communication
and RAIA-related attitudes to change and technology. For instance, on the basis of the
43
study conducted by Frey and Osborne (2017), revealed that majority of the jobs could
be automated and therefore the workers have developed a deep concern towards job
security. This belief is particularly real in sectors with operation job alternatives that
are highly automatable-like production, retail, and other companies. The generalization
51
of the results may be restricted due to small sample size and the fact that the participants
are restricted to a specialized industry. Generalizing the research across different
industries may produce richer understandings of RAIA’s effect on the labor force. One
of the areas of interest stays with the employee perceptions in relation to job security
and employability aligns very much with issues that exist in the digital marketing
industry where automation is gradually replacing analytical jobs, content creation jobs
and ad targeting jobs.
CITATION:
2
Bhargava, A., Bester, M., & Bolton, L. (2020). Employees’ perceptions of the
implementation of robotics, Artificial intelligence, and Automation (RAIA) on job
satisfaction, job security, and employability. Journal of Technology in Behavioral
Science, 6(1), 106–113. https://doi.org/10.1007/s41347-020-00153-8

 THEME:
Technical Unemployment
Brynjolfsson and McAfee (2014)8 highlight that technological unemployment does not
only affect low-skilled workers but also has the potential to disrupt middle-skilled jobs.
These include roles that require some level of expertise but can still be replicated by AI
systems, such as certain types of accounting, legal analysis, and even medical
 diagnostics. The replacement of workers in these roles by AI systems could lead to a
21
"hollowing out" of the job market, where only high-skilled, highly paid jobs and low-
skilled, low-paid jobs remain.
Social Effect- Acemoglu and Restrepo (2018)11 note that automation exacerbates
36
income inequality, as the economic benefits of AI are not evenly shared. This inequality
further amplifies the insecurity felt by workers in vulnerable positions.
Job insecurity due to automation has broader social implications. The fear of losing
one's job can lead to stress, anxiety, and decreased job satisfaction, which in turn can
impact overall well-being. Studies have shown that workers who perceive their jobs as
28
insecure are more likely to experience mental health issues and have lower productivity
21
(Autor, 2019)12. Moreover, regions heavily dependent on industries prone to
automation may experience social unrest and economic decline, further contributing to
job insecurity on a larger scale.
CITATIONS:
20
Acemoglu, D., & Restrepo, P. (2018). Artificial Intelligence, Automation, and Work.
National Bureau of Economic Research. https://doi.org/10.3386/w24196
39 12
Autor, D. H. (2019). Work of the Past, Work of the Future. National Bureau of
Economic Research. https://doi.org/10.3386/w25588
Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age: Work, Progress, and
Prosperity in a Time of Brilliant Technologies. W.W. Norton & Company.

33
 Haritha P and Resham Lohani conducted a research titled as “Effect of AI Technology
Disruption on Employee Turnover Intention in the Field of Digital Marketing." This
research studied essential factors that relate to the disruption in AI technology, job
insecurity, turnover intention, and job mobility in the digital marketing industry. Using
a sample of 303 Indian workers, the study adopted the survey method to collect
information and presented it to the readers using Structural Equation Modelling (SEM).
8
The results demonstrate the impact of AI technology disruption on employees'
likelihood of leaving a job, and that this is indirectly due to an effect mediated by job
insecurity. Curiously, one of the factors that contributed to a greater want to leave was
47
inadequate treatment by the higher-up. Use of AI in the digital marketing industry
results in feelings of job instability, influencing employee involvement and career
choices. However, the research limitation is only limited data sample, which might fail
to represent wider views. The final link to wanting to leave a job and employees'
behavior was also found to be problematic because expressed emotions may not
45
necessarily translate to action. This study would add up to the theme of “Impact of AI
and Automation on Job Security” by discussing how AI could influence job insecurity,
turnover intentions, and workplace behavior in industries like digital marketing, which
are highly affected by technology advancements.
CITATION:
4
Haritha, P., & Lohani, R. (2024). Impact of AI technology disruption on turnover
intention of employees in digital marketing. International Research Journal on
Advanced Engineering and Management, 2(3), 389-400.
https://doi.org/10.47392/IRJAEM.2024.0055
 The researchers studied how these dimensions of change in the workplace, loss of
status, and threats to IT identity can impact identity threats due to AI. In that sense, for
the gathering of existing studies dealing with identity threats and IT usage at work, the
researchers applied an SLR method. A PLS-SEM was conducted to test their research
model using semi-structured expert interviews for validation and enrichment of their
results. Research here detects ways through which the presence of AI impacts
negatively on the employee's job security and professional identity with regard to
changes in roles, low demand for some skills, and a sense of job displacement. The
findings, however, do suggest that if installed properly, it can enhance cooperation and
productivity. The study indicates mental and emotional barriers that the workers
experience as they adapt to AI, and thus an organization should work towards resolving
these issues to avoid resistance towards AI in the workplace. The study lacked enough
practical application of AI across different sectors because it focused too much on
theoretical framework. Moreover, the sample size of the expert interviews undertaken
as part of the study was small, thus it would limit the generalizability of the results.This
article closely relates to the subject of research because it brings out the psychological
implications of threats involving AI-generated identities on employees' job security and
self-esteem. It is only when these psychological impacts are known that one can be able
8
to delve into the larger topic of job security in the age of AI and automation.
CITATION:
5
Mirbabaie, M., Brünker, F., Möllmann (Frick), N. R. J., & Stieglitz, S. (2022). The rise
of artificial intelligence - understanding the Al identity threat at the workplace.
Electronic Markets, 32, 73-99. https:// doi.org/10.1007/ s12525-021-00496-x
63
CHAPTER 3
METHODOLOGY
This chapter gives the reader a road map for understanding the design and execution of the
research. This part offers an overview and an explanation for the method being used. In this
chapter, the focus is on how the research was conducted to know the thoughts of individuals
from digital marketing about AI and automation and its impact on their job security. It basically
explains the whole methodology used while conducting the research.

OPERATIONAL DEFINATIONS
 AI (Artificial Intelligence) and Automation Attitudes: AI attitudes mean the way people
look at this issue. More exactly, it refers to the opinions, attitudes, and emotions
experienced by man concerning technological solutions. It deals with not only trust but
also the idea of usefulness, fear of risk, and the overall approval or rejection of any AI
application. Citing some findings, AI-related optimistic attitudes are associated with
efficiency gains and the like, while the other, the negative ones, may emerge from the
fear of the job loss or invasion of the privacy. (Schepman & Rodway)
Automation attitudes are predefined as individuals' mental and emotional reactions to
automated systems and technologies that are used in workplaces and everyday life. The
46
attitudes will contain such things as perceived ease of use, the influence of job roles,
and the issues of control or reliance on machines. The positive attitudes are related to
strong comfort and acceptance of automation, on the other hand, the negative attitudes
could be about safety risks or job lose. (Parasuraman & Riley)
29
 Job Security: Job security is defined as “the perceived probability of retaining one’s
job” and the extent to which employees believe that their job and role within the
organization are safe and stable.” (Probst)

DATA COLLECTION
For collection of the data, semi structured interviews were used as a medium. Interviews
were thought as of a better option as they provide in depth information. It is a way to get
rich and deep data about the topic. Semi structed format was used as it is more flexible and
provides a proper balance between structure and open-endedness. The interview questions
are attached below in the appendix section.
First an informed consent form was given to the participant and a written consent was taken
and also verbally the same was re-assured. The questions were kept clear and easy to
understand. It started with basic questions about the job to get information and also to built
rapport. Later questions focused on their perceptions on AI and automation related to their
52
job roles. It than shifted more towards their feelings and thoughts about impact of AI and
automation on their job security and how do they manage with the same and what actions
their company are taking to resolve the same. Every interview was nearly about 8-10
44 38
minutes long. At the end of the interview the participant was free to ask any questions about
the study or the interviewer. After the whole process the participant was thanked.
Before the interview the participant was given a brief knowledge about the study and were
requested to maintain transparency to avoid any misconceptions. Consent, confidentiality
and voluntary participation was explained. With the permission of the participant the
interview was recorded in the interviewer’s phone.

35
DATA ANALYSIS METHOD
Thematic analysis method was used to analyze the data. First all the interviews were
converted into transcripts in exact verbatim. After that the data was interpreted. Firstly, the
familiar data was identified and initial codes were generated. After that there was search
for themes in the generated codes. The identified themes were reviewed and named. Finally,
everything was again rechecked from the transcripts and the data was interpreted.
CHAPTER 5
RESULTS AND DISCUSSIONS:
The research identifies a number of themes, which are interconnected as they relate to the
employee experiences and perceptions. It is evident that AI enhances the industry through
automation of mundane tasks and raising productivity levels, however, there are threats
associated with job loss, the demand for different skills and the pressure on mental health. The
themes are presented as the following, Job Insecurity, Upskilling, Emotional impact,
Technological Displacement, Organizational Communication and Support, Future Outlook and
8
Expectations and Job Security. These themes illustrate the intricacies of the adoption of
artificial intelligence at the workplace and its impact on career growth and job security.

Themes Sub-themes Codes Quote

Job insecurity Fear of Replacement Job loss “With AI everything can

be done in a few
minutes while humans
take time. So, it can
make a person lose
his/her job.”

“It is challenging for

newcomers as they are
not known in this field
and have to build their
name. People may not
trust their
information.”

“While, AI can
definitely make some
tasks easier, but it
might worry some
other people, like the
creative aspects of AI
might take the jobs of
so many people and
other fields.”

“When my client
 mentioned about the
AI writing tool
instead of hiring a
writer and made me
question my own job
security for a while,
but I felt like a wake-
up call to adapt and
bring more value to
my work.”

“AI has reduced the

number of jobs we are
getting.”

Upskilling Learning new tools Gain knowledge “I take short online

courses that teach me
how to use new tools in
graphic designing, and
that basically boosts
my confidence and
skills.”

“I am constantly
updating my skills, for
example, I have taken a
few online courses on
AI design, even coding,
which helps me with
the technical side of
things.”

“I am making myself
upskilled and
comfortable with AI
and know how to use
AI.”

“I am watching a lot of
you-tube videos right
now to gain that
particular creative
thinking where I can be
unique, stand out in my
own crowd.”
 “I've been taking
online courses on
advanced SEO
techniques, content
strategy and even
some basics of AI
tools. And I'm also
exploring how data
analytics can improve
my content writing.”

“Learning AI software
packages which the
company is using and
apart from that i would
like to acquire my own
skill which would be
required in the job
market.”

Emotional Impact Stress and Anxiety Burnout “I have joined yoga

classes nowadays to
release any stress and
anxiety.”

“There is always so
much stress and
pressure that it takes a
toll on my mental
health.”

Technological Replacement AI driven task “I believe basic parts of

Displacement automation the job like removing
backgrounds, adjusting
light and color from
images, data analysis,
email marketing and
some parts of social
media scheduling could
be fully automated.”
 “Proof-reading, content
creation and formatting
are some of the tasks
that are easily
replaceable by AI.”

“Some like
generating a basic
content keyword
research and even
SEO audits can be
automated”

“When I first saw the AI

generating logos or
creating the design
effects, at this moment
I felt panic thinking that
it was going to replace
me?”

“If companies focus

only on cost saving,
AI could be a threat.”

Routine jobs will

also be redefined
but we must be
aware that many
routine jobs will be
taken over by
automation and
the use of AI.

Organizational Employee skill Cross-functional “So, we had a meeting

communication and development training where my organization
support told us about what is
going to happen in the
near future and they
also reassured us that
we are not going to
lose our jobs. They are
planning to conduct
various training
sessions where we can
go ahead and learn
many things from AI.”

“My company has

recently started
workshops on how to
use AI tools, which is
great in helping us
upstream.”

“There has been a

workshop organized by
the organization to
make us more
comfortable with the AI
tools that we are using,
and some training
sessions has also been
scheduled for us.”

“So, my organization
has been very open
about it. They've
provided training
sessions on how to
use AI tools and
emphasize that AI is
when to support and
not to replace us.
And it's very
reassuring to know
they see it, the way
to enhance their
productivity.”

“The company has

already adopted some
 of the tools and
provided training on
learning to use these
tools like Adobe and
firefly.”

14
Unemployment Risk Involuntary Mitigating risk through “I have started to
Perception unemployment strategies embrace AI as a tool
rather than seeing it as
a competition. So I use
AI to take care of small
tasks so that I can focus
more on the creative
and the conceptual
parts of the project.”

“We can take it as a

competition so that
we’ll definitely boost
our spirit and we can
take pride in ourselves
in what we do is
something really better
than we got with AI.”

“I try to keep myself

updated with the new
technology and
advancement in
marketing. Instead of
8
spending a lot of
money on one big
course that might
become outdated, I
take shorter online
courses that focus on
specific skills.”

Future Outlook and Adaptation to AI Positive expectations “We can definitely take
Expectations advancements for AI integration it as a healthy
competition. We can
use the digital platform
to upgrade our work.”

“I can take it on a good

note that it can help
me to grow in the
future. If the small
tasks can be done by AI
and automation then
people will get a
chance to grow further.
I can see it acting like a
friend, so let’s see what
the future holds.”

“I can say that the job

market will become
more competitive
and the roles might
evolve to require the
combination of
technical and creative
skills.”

“I think my role will

shift more towards
strategic planning,
storytelling and
ensuring content is
personalized. And the
technical aspects that
are might be handled
by AI, but there is
always a need for
that human touch in
your content
creation.”

“We have to be ready

for the future job
market as there would
be less man grinding
jobs available in the
future like proof
reading or so. But
obviously, jobs like
strategic content
 creation are non-
replaceable by AI
because we cannot let
AI strategize the things
we want.”

Job security Workforce stability Secured roles “If AI is used as a tool

to enhance creativity
and productivity, I think
it can actually lead to
growth.”

“I am absolutely
secure. I do not have
any insecurities of
layoff and again it is a
reputation, that AI
cannot understand the
creativity and skills of a
writer.”

“AI can produce

content but it cannot
convey a clear and
human emotions.”

DISCUSSION
Job Insecurity: Fear of Replacement
The concept of job insecurity came out clearly in the work, with concerns from the research
participants about being replaced by AI. A lot of them described the trends in which clients are
allowing the use of AI tools with internal marketers or described how fast and cheap AI can do
the work. Statements such quotes as, “AI has reduced the number of jobs we are getting” or
“When my client mentioned an AI writing tool instead of hiring a writer, it made me question
my job security”, speak to a culture of fear of losing jobs especially for workers performing
monotonous duties. Starters in the field tend to be more anxious owing to their new position
and the already advanced AI technologies in the market. People are also anxious because they
have started to notice encroachment even in creative aspects – which were thought to be AI-
proof – and wonder how safe their jobs will be in the future.

Upskilling: Adaptation Strategies

Even with all the anxiety, some of the respondents managed to be persistent and focused on
upskilling and adapting to the new technologies. This theme of learning new materials and
acquiring new tools has come up repeatedly, with most of them looking for courses on AI
integration, advanced SEO and content strategy, and even technical skills, among others. “I am
always trying to improve my skills”, “I have taken a few online courses on AI design and even
coding, which helps me with the technical side of things” and “I do some short online courses”
show that there is an active drive not to be left behind. This suggests that the employees
appreciate the need for job security in the present and for the future and hence, are ready to
learn as much as they can, even when the job is not purely technical or creative.

Emotional Impact: Stress and Anxiety

The emotional strain that accompanies the fear of losing one’s job due to AI technology was
another prominent theme, which was in itself, articulated as going through stress and anxiety.
Participants noted that they experienced immense pressure and uncertainty, which resulted in
stress and other deteriorating effects on their mental wellbeing. Statements such as “It weighs
heavily on my mind” and “There is always so much stress and pressure that it takes a toll on
my mental health.”, illustrate the internal pressures that are experienced by employees. This
further calls for interventions by the organization in such traumas, both provision of mental
health help and informing the workers what the place of AI will be in the company’s future.

Technological Displacement: Organizational Support

The technological displacement factors emphasize on the increased fear that operational tasks
will in the near future become fully computerized. Activities such as generating simple articles,
researching keywords, or scheduling post contents on different social media as exposed as
susceptible. This, however, is manifested in occasional instances of support organizations. A
good number of the participants provided accounts of companies which had invested resources
on, for instance, helping employees acquire new skills through training and workshops aimed
at helping the employees take up more roles strategizing. “My organization told us about what
is going to happen and reassured us that we are not going to lose our jobs” comments indicate
certain levels of communication and up-skilling programs can help ease fears regarding
deployment of AI systems in an organization.

Unemployment Risk Perception and Future Outlook

Risk perceptions of unemployment among participants were in accordance with their views
and the strategy of the organization. Some saw AI as a rival, while others considered it a tool
14
for improving work efficiency. Certain phrases like “I have started to embrace AI as a tool
rather than seeing it as a competition” and “If the small tasks can be done by AI, people will
get a chance to grow further.” demonstrate a positive evolution in one’s perspective towards
no longer viewing AI as a threat, but more as an avenue for growth. Such positive framing goes
to the extent of the expectations about the future, as some participants expressed optimism that
the advent of AI would help in creating more interesting and strategic planning and creativity
roles.
Job Security: Workforce Stability
The concept of job security emerged in two oppositional instances. For some, primarily
creative or strategic job roles, this sense of security lie as they declared that “AI will fail to
impart a clear emotion of a human being” or “the work of a writer is too creative and skilled
for AI interpretation.” Such perspectives claim that positions or tasks that involve subjective
judgement and emotion might not be at great risks. On the other hand, however, other
individuals shared their feeling about the delaying dynamics that, in their opinion, troubling
regard to the ever-evolving AI technology will not last.

REUSLTS
Overall, we can see that the participants think AI as a threat as well as an opportunity. They
believe that AI can be a good thing but to make it an opportunity, one needs to upskill
themselves and work together with AI. All this is sudden over use of AI is impacting the job
security. Some of the participants were insecure about their job security but at the same time
others felt secure and a need to update themselves to be more productive. All this stuff though
is resulting in some specific stressors and anxiety in the employees. Participants were not
exactly very optimistic about their future but were determined towards learning and
upskilling for a better future.
 58
CHAPTER 5
LIMITATIONS OF THE STUDY
 Sample Size: The study was done on a very small number of participants. This makes
it hard to generalize anything gained from the study. The study may not show
opinions of different professionals or experience levels.
 Self-Report Bias: as the data was collected through interviews, though it was rich and
in-depth but it did we can’t say if the answers were completely true or not. As it was a
self-report measure, the participants may give socially desirable answers.
 Lack of Qualitative measure: As the study was done qualitatively, the same can be
done through using some scales and quantitative measures. It will provide a numeric
value and help to understand more better.

FUTURE APPLICATIONS
 Inclusive Strategies: Understanding employees feeling, the organizations can include
more inclusive strategies for the employees to make a better environment and making
the optimum use of combination of AI- automation and human force.
 Enhancing Outcomes: As one knows that they can use AI and humas together, this
helps in enhancing the work outcomes and provide better results.
 Job Security: one can get some assurance that all the work cannot be done AI and
automation and hence feel more secure in their job and may learn new skills and adapt
new job roles.

CONCLUSION
The study uncovers the intricate relationship between artificial intelligence (AI),
automation, and job security in the realm of digital marketing. Participants showed
opposing feelings about AI as both a threat and an opportunity. A considerable part of the
respondents was worried about being dismissed while some others were resilient by
learning the new skill and adjusting to the new technology.
The research recommends that job security is actually not only technology-based but is
also supported by organizations' understanding and effective communication. Firms that
train workers, communicate clearly, and use AI as tool instead of a replacement are more
42
likely to have stable and motivated workers in the long term.
Overall, the results emphasize the necessity of combining AI integration with values that
are human-oriented, promoting a culture of learning, ensuring staff are safe and, at the
same time, appreciated during a period of digital transformation. Further studies in the
future would serve to analyze these relationships in a variety of industries and over an
extended period thus, helping in the formulation of better job security management
mechanisms in the AI era.
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