Could these new laws inadvertently accelerate the adoption of AI in marketing tasks? My personal view is that a more heavy-handed approach to worker protection, combined with the rapid emergence of AI in marketing, risks squeezing jobs out of the sector.
It’s a potential double whammy that policymakers seem to be overlooking.
The Impact of Stricter Employment Laws on Marketing
Historically, Labour governments in the UK have championed stronger worker protections. We might anticipate changes such as:
Potential Labour Government Measures
- Enhanced job security measures
- Improved work-life balance initiatives
- Stricter regulations on flexible working arrangements
These reforms aim to create a more secure and equitable work environment. However, they also pose new challenges for employers, especially in dynamic fields like marketing.
The marketing sector, known for its fast-paced nature and often flexible work arrangements, may feel the effects of these changes more acutely. Stricter employment laws could make companies more cautious about hiring full-time employees, potentially leading to a preference for freelancers or project-based contracts.
This shift could even open the door to hiring talent from overseas, where employment costs might be lower.
The Growing Appeal of AI in Marketing
As employers grapple with these changes, the allure of AI in marketing will undoubtedly grow stronger. Rising employment costs will make AI tools for content creation, data analysis, and campaign management increasingly attractive.
AI systems can manage higher workloads without the need for additional human resources or concerns about overtime. AI doesn’t require breaks, vacations, or sick leave, allowing for consistent output regardless of new work-life balance regulations.
However, human creativity, strategic thinking, and emotional intelligence remain crucial in marketing. The most likely outcome is a greater hybridisation of human and AI efforts within marketing departments, combining the strengths of both.
Employee Support Initiatives
At Push, we believe we've been ahead of the curve in providing the right level of support and protection for our team. For example:
Examples of our Employee Support Practices
- We didn’t need a law to encourage us to offer full paid compassionate leave to an employee with an unwell relative in Sri Lanka. We’ve taken similar approaches multiple times with our team.
- We didn’t need a law to allow people to work from home one day a week, long before Covid made it a norm.
- We didn’t need a law to give our team the flexibility of a week to work from anywhere in the world (WFA).
These are just a few examples of common-sense best practices that we’ve adopted. I do recognise that not all employers are as considerate as Push, and many other brilliant marketing employers out there.
The Risks of Over-Regulation in the Age of AI
But I would urge caution. Just as there were many unintended and unexpected negative consequences of Brexit, so too could there be negative consequences from tougher employment laws.
I worry that decision-makers and policymakers in the Government have limited insight into just how rapidly AI is going to transform the world we work in.
AI’s overhaul of marketing is poised to move fast enough without the additional ‘petrol’ of new employment laws being thrown onto the flames.
Conclusion
The intersection of new employment laws and AI presents both challenges and opportunities for the marketing industry. As we move forward, it’s essential for businesses to balance technological innovation with human expertise.
At Push, we remain committed to leading this evolution responsibly, ensuring our team thrives in a rapidly changing landscape.
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