Who Gets Fired First When AI Agents Become a Reality?

Introduction

In this thought-provoking episode, Benjamin Shapiro is joined by Kevan Yalowitz, Global Software and Platform Lead at Accenture, to explore how artificial intelligence is reshaping the advertising landscape. With extensive experience helping executives identify and capture leading-edge growth opportunities, Yalowitz offers valuable insights into who might be most vulnerable as agentic AI becomes more prevalent in the workplace, and how marketing professionals can position themselves for success in this rapidly evolving technological environment.

The Real Victims of AI Advancement

When asked who gets fired first as AI agents become more sophisticated, Yalowitz initially jokes that content creators like podcast hosts might be at risk, pointing to tools like NotebookLM that can generate content without human involvement. However, both Shapiro and Yalowitz quickly agree that human elements—personality, speculation, and authentic co ection—remain irreplaceable in content creation. The conversation reveals an important truth: while AI can replicate certain aspects of content production, the human touch continues to provide unique value that technology ca ot yet replicate.

The Laggard Problem

Shapiro identifies the true vulnerability in organizations: "The people that don't understand how to use artificial intelligence to do what they do better are going to go the way of the dodo bird." This insight cuts across all organizational levels—from entry-level positions to executive leadership. The risk isn't confined to specific departments or roles but rather affects anyone who fails to adapt to technological change. This parallels historical technological shifts, where those who mastered new tools like typewriters gained significant advantages in the workplace.

Jobs Most Susceptible to AI Disruption

While adaptation is crucial across the board, Yalowitz notes that certain types of work face greater disruption from generative AI than others. Basic research functions, which previously required significant human effort, can now be largely automated. Professionals whose primary responsibilities center around these tasks need to proactively pivot their careers, developing new skills that complement rather than compete with AI capabilities. The key is to move toward roles where human judgment, creativity, and strategic thinking remain essential.

The Human-in-the-Loop Advantage

Both experts emphasize that AI tools require human direction to be truly effective. Someone must know what questions need answering, what research directions are valuable, and how to interpret and apply the results meaningfully. As Shapiro notes, "Somebody's going to need to know what they're researching. Somebody is going to need to ask the questions that need to be answers." This human-in-the-loop approach suggests that while AI may reduce the number of people performing certain tasks, those who master AI tools will become increasingly valuable to organizations.

Conclusion

The future of work in an AI-driven advertising landscape isn't about wholesale replacement of roles but rather a transformation in how work gets done. The professionals most at risk aren't those in specific departments but those who fail to adapt to technological change. As AI continues to evolve, marketing professionals who position themselves as skilled AI orchestrators—knowing how to direct, refine, and apply AI outputs—will thrive. The key takeaway is clear: embrace AI as a powerful tool that enhances human capabilities rather than viewing it as a replacement for human judgment and creativity.