Nội dung
- AI does not just “assist” — it can reshape the structure of jobs
- The business perspective: optimization must go hand in hand with responsibility
- AI, power, and the question of how benefits are distributed
- Why both the tech world and politics must help “set the rules”
- A perspective for the Vietnamese market
- Reference source
AI is being promoted by the tech industry as a tool that makes work lighter, faster, and cheaper. But according to a recent article by The Source, the bigger question is: if AI can automate more and more roles, where will humans still stand in the labor and economic value chain?
For Vietnamese marketers, this is not just a technology story. It directly affects how content is created, how campaigns are run, how budgets are allocated, and especially the future of entry-level roles in the industry.
AI does not just “assist” — it can reshape the structure of jobs
The original article notes the anxiety many recent graduates feel as they enter an increasingly automated labor market. The author cites research showing that AI has already replaced, or could replace, millions of entry-level and mid-level positions across many industries, from programming and advertising jingle creation to some journalism jobs.
What stands out here is that AI’s impact is not limited to productivity gains. When the “lowest rungs” of the career ladder shrink under cost-cutting pressure, the next question is: where will young workers get the chance to build experience and grow into higher-level roles?
The business perspective: optimization must go hand in hand with responsibility
According to the article, Kevin Goldberg — founder and CEO of iS2 Digital — sees a future in which many people automate daily tasks with AI agents. He describes an optimistic vision: AI can take over the boring parts so people have more room to create, live, and work in a new “renaissance.”
However, Goldberg also acknowledges an unavoidable reality: if AI eliminates too many jobs, society will need a different economic mechanism. He makes it clear that a very small group cannot be allowed to own all the jobs and money. From there, the article emphasizes the need for governance, responsible leadership, and a less extreme approach to AI deployment.
For marketers, this message is especially important: using AI to cut costs is reasonable, but businesses also need to think about reorganizing work, retraining staff, and defining which tasks AI can do well and which tasks still require real human accountability.
AI, power, and the question of how benefits are distributed
The original author also connects the discussion to an analysis in The Guardian that asks a direct question: if AI makes human labor obsolete, who will benefit from the “treasure” AI creates? This is no longer just a matter for tech giants; it becomes a social issue.
The Guardian is cited as arguing that “guardrails” are needed to preserve human autonomy, oversight, and accountability. The analysis also raises the idea that governments could directly distribute shares in AI companies to the public, rather than only collecting cash taxes. Even so, the author says implementing this through law would not be easy.
Here, what marketers should note is that the AI game is not only about internal efficiency. When budgets, data, and automation capabilities are concentrated in a few platforms, media businesses and brands must also think more carefully about their dependence on external technology ecosystems.
Why both the tech world and politics must help “set the rules”
The article goes on to cite another The Guardian report about major tech companies such as Meta and Google pouring money into California’s election. A political science professor is quoted as saying that tech billionaires are using a layered strategy: supporting candidates at multiple levels, from governors to city councils and schools.
This detail shows that AI is not just a story about products or tools. It is tied to political power, lobbying, and the ability to shape public policy. When technology affects jobs, education, and resource allocation, setting the rules cannot be left entirely to a small group of businesses.
For the content and marketing market, that means businesses will increasingly need to closely track changes in digital advertising, data, copyright, content provenance transparency, and ethical standards when using AI.
A perspective for the Vietnamese market
In Vietnam, AI is being rapidly adopted in content production, customer service, data analysis, and ad optimization. But the lesson from this international source is that the bigger challenge is not whether to use AI, but how to use it without hollowing out human capability inside organizations.
For Vietnamese marketers, some practical directions are: use AI to speed up research and drafting, while keeping editors/strategists responsible for the final output; invest in training junior staff so they do not get stuck doing tasks that are easy to automate; and build quality-control processes for AI content to reduce errors, bias, or a lifeless tone.
In other words, the race is not just about “how many people AI can replace,” but “how businesses create new value for people when AI has taken over the old tasks.” That will be a survival-level question for content marketing teams in the coming years.
Reference source: The Source, along with references in the article to The Guardian and the studies cited in the original source.
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This article focuses on AI replacing jobs with a perspective for the Vietnamese market.
