How Do We Enter the Field When AI Is Replacing Entry-Level Roles?

Recently, I had an insightful conversation with someone who used to be a potential investor for my former digital marketing agency, Digital Kaway. During our discussion, he mentioned something that really caught my attention: AI agents are now actively taking over functions within digital marketing teams. I had known about AI tools being used to support content creation and analytics, but I had not fully realized that in many companies, these agents are already operating almost like employees, planning, executing, and optimizing campaigns with minimal human involvement.

That conversation made me reflect on how quietly but profoundly the professional landscape is shifting. Here in Europe, companies are laying off experienced employees, hiring fewer juniors, and increasingly relying on AI to handle the kinds of tasks that used to be given to entry-level professionals. In digital marketing, junior team members once learned the ropes through hands-on work such as drafting content, scheduling campaigns, producing reports, and supporting strategy. Today, much of this has been automated.

AI can write marketing copy in seconds, schedule and optimize campaigns, and generate real-time reports that once required hours of manual work. Some organizations are now structured around a few senior strategists supported by multiple AI agents, effectively replacing entire junior teams. According to Gartner, by 2026, half of all marketing tasks are expected to be automated. Klarna has already made headlines for replacing a significant portion of its marketing workforce with AI systems, reportedly saving millions annually.

This raises a fundamental question: if there are no entry-level roles, how do people enter these fields? Entry-level positions have always been the bridge between education and experience. Without them, entering an industry feels like trying to board a moving train without a platform. Companies increasingly expect experienced hires who can deliver strategic value immediately, but the very structure that once allowed people to build that experience is disappearing.

Some new pathways are starting to emerge. Personal projects, portfolios, and AI-assisted apprenticeships might become alternative ways to demonstrate skill. Short-term, specialized programs may offer practical experience in condensed timeframes. Still, these are not yet widespread, and many talented individuals find themselves locked out, not because they lack potential, but because the first step on the ladder is gone.

AI is not only transforming how work is done, but it is also transforming how people get in. As this shift continues, organizations will need to rethink how they build talent pipelines. If every entry point disappears, who will lead next?