Reshaping roles

: AI disruption and the evolution of work in the social media industry

Abstract

This thesis seeks to elaborate on the revolution of artificial intelligence that has transformed traditional roles in social media marketing industries. Using a mixed-methods approach, based on quantitative surveys and qualitative interviews, this study seeks to investigate how AI redefines the roles of content strategists, copywriters, and graphic designers. The research looks into new job descriptions and new skills which are now required due to the integration of AI in social media marketing practices. Key findings include the fact that while AI automates routine tasks, it also requires significant movement towards more strategic and analytical roles, it underlines the growing demand for skills in data literacy and the management of AI tools. The study also explores company efforts for employee training and reskilling to meet such new challenges and highlights lessons learned regarding the effectiveness of such initiatives. The contribution of this work could be the further understanding of this change in outlook towards social media marketing and provide such necessary insights that practitioners and academics in the field of technology and marketing need.

Date of Award	22 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Javier Barbero Garcia (Supervisor)