Who gets fired first when AI Agents become a reality?

Summary

MarTech Podcast™ Episode Summary: "Who Gets Fired First When AI Agents Become a Reality?"

Release Date: June 20, 2025
Host: Benjamin Shapiro
Guest: Kevin Yalowitz, Global Software and Platform Lead at Accenture

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Introduction

In the latest episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling discussion with Kevin Yalowitz, Accenture's Global Software and Platform Lead. The episode delves into the transformative impact of artificial intelligence (AI) on the advertising landscape and explores a provocative question: "Who gets fired first when agentic AI becomes a reality?"

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The Rise of AI in Marketing and Advertising

Kevin Yalowitz begins by highlighting the significant strides AI has made in the marketing sphere. He emphasizes that AI is not just a futuristic concept but a current reality reshaping how brands operate and engage with audiences. Kevin notes, "We're seeing material gains in areas like podcasting that really weren't the case even two years ago" (01:55).

Benjamin Shapiro echoes this sentiment, pointing out the enhanced efficiency and effectiveness AI brings to various marketing functions. The conversation underscores AI's role in automating routine tasks, thereby allowing marketers to focus on more strategic and creative endeavors.

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Key Discussion: Who Gets Fired First?

The heart of the episode revolves around the critical question posed by Benjamin: "Who gets fired first when agentic AI becomes a reality?" Kevin responds candidly, "You're not gonna like my answer on this" (01:33), setting the stage for a thoughtful exploration of AI's impact on employment within organizations.

Benjamin Shapiro offers his perspective, suggesting that it's not specific roles or departments that will be phased out but rather the laggards—those within an organization who fail to adapt to AI advancements. He states, "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" (02:11). This analogy underscores the peril of resisting technological adoption.

Kevin Yalowitz concurs, adding depth to the discussion by distinguishing between different types of work. He observes, "There are types of work... that I think are more susceptible to disruption by gen AI than others" (02:55). Kevin emphasizes that while some roles may transform or diminish, others will evolve, necessitating a pivot to new responsibilities and leveraging AI as a tool for enhancement.

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The Human Element: Not Going Away

Both speakers agree on the enduring importance of human creativity and oversight. Benjamin Shapiro muses, "There's always going to be everybody's term du jour, human in the loop. Somebody's going to need to know what they're researching. Somebody is going to need to ask the questions that need to be answered" (03:24). This highlights that while AI can handle data processing and routine tasks, the nuanced judgment, ethical considerations, and creative problem-solving abilities of humans remain indispensable.

Kevin Yalowitz reinforces this by emphasizing that roles involving research, creativity, and strategic thinking will continue to thrive, provided individuals in these roles embrace AI tools to augment their capabilities.

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Embracing AI: A Path Forward

The conversation ultimately steers towards a call to action for marketers and professionals across all levels. The key takeaway is the imperative to embrace AI rather than fear its implications. Adopting AI tools can lead to greater efficiency, competitiveness, and innovation within organizations.

Benjamin Shapiro succinctly captures this essence, advising listeners to focus on "keeping your customers happy" (05:11)—a timeless principle that remains paramount even as technology evolves.

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Conclusion and Further Engagement

As the episode wraps up, Kevin Yalowitz encourages listeners to connect with him for more insights, directing them to his LinkedIn profile and Accenture’s website (04:03). Benjamin Shapiro invites the audience to subscribe for more in-depth discussions on marketing and technology, ensuring they remain informed about the latest trends and strategies in the industry.

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Notable Quotes

• Kevin Yalowitz (01:55): "We're seeing material gains in areas like podcasting that really weren't the case even two years ago."
• Benjamin Shapiro (02:11): "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."
• Kevin Yalowitz (02:55): "There are types of work... that I think are more susceptible to disruption by gen AI than others."
• Benjamin Shapiro (03:24): "There's always going to be everybody's term du jour, human in the loop."
• Benjamin Shapiro (05:11): "My advice is to just focus on keeping your customers happy."

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For more insights and episodes, visit martechpod.com or follow the MarTech Podcast™ on your preferred podcast platform.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all.

[Kevin Yalowitz]

Of our programs and clients, we've seen a 55 to 65% open rate.

Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about 24 to 36 hours.

[Kevin Yalowitz]

If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Kevin Yalowitz, the global software and platform lead at Accenture, who is going to explain how AI is reshaping the advertising landscape. All right, moving on to our last question. Who gets fired first when agentic AI becomes a reality?

[Kevin Yalowitz]

You're not gonna like my answer on this.

[Benjamin Shapiro]

Oh, not the podcast host.

[Kevin Yalowitz]

No, it's you and me.

[Benjamin Shapiro]

Oh shit.

[Kevin Yalowitz]

Both of us. Fire up NotebookLM. We would've had this podcast done without either of us being present.

[Benjamin Shapiro]

I could not disagree more. There is a room for human speculation and personality and that's hey look, we're not just stuffed golf shirts. Come on.

[Kevin Yalowitz]

I joke, I joke. I totally agree with you, but it is actually really compelling where we are seeing material gains in things like podcasting that really weren't the case even two years ago. So I agree with you fundamentally. But my interest has been piqued by NotebookLM.

[Benjamin Shapiro]

To me, the answer is the laggards. And this could be anywhere in your organization. It could be your entry level job, your mid market, could be your executives. 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. If you don't understand how to use the technology to become more efficient, you're a dinosaur. So to me it's not, well, the marketers are gone or the finance people. It's not any specific business function, it's not any specific role. It's a question of whether you know how to use the tools or not. It's do you know how to use a typewriter. When it first came out, the people that could do that and that could type quickly became super powerful.

[Kevin Yalowitz]

That's exactly right.

[Benjamin Shapiro]

I'm answering my own questions anyway.

[Kevin Yalowitz]

I like your point, though. I think your point about laggards is spot on. There are types of work, though, that I think are more susceptible to disruption by gen AI than others. Basic research like that's something now that you just talked about, that you're doing that today. We are doing that today. And even if you're not a laggard in that space, those that are doing that work as their primary job probably need to pivot to figure out, as they become a leader, what are they doing differently and how are they moving to a different role.

[Benjamin Shapiro]

Yeah, I think that there's always going to be everybody's term du jour, human in the loop. 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. And so again, in research, in creative, in all these things, podcasting, where everybody says, oh, that role's going away, no, there might be less people doing it. And the people that are going to be doing it are the ones that understand how to use the tools to do it the best.

[Kevin Yalowitz]

100% agree with that.

[Benjamin Shapiro]

All right, Kevin, I appreciate you coming on the podcast and telling us a little bit about the advertising space and speculating about what the world's going to look like in the future. How can people get a hold of you and give me anything that you have to promote?

[Kevin Yalowitz]

Well, we have some very interesting research on how this space is evolving. You can find me on LinkedIn, Accenture.com, both are great ways to reach out to me, and I'm happy to talk about all these topics in detail.

[Benjamin Shapiro]

All right, and that wraps up this episode of the Martak Podcast. Thanks for listening to my conversation with Kevin Jalowitz, the Senior Managing Director of Global software and Platforms at Accenture. If you'd like to get in touch with Kevin, you can find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is accenture.com if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or find us on YouTube and we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Foreign thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.