Advertising has a strong focus on younger people, both as workers and as customers. In 2025, labour statistics put the median age — the middle point in the age range — of advertising workers at 39, compared with 42 across the workforce. The World Advertising Research Center estimates that only 5% to 10% of advertising budgets target older consumers.
Brands focus on Generation Z customers, while advertising companies seek employees from the same generation. Newer platforms such as TikTok are part of this focus. As AI changes the industry, it may seem likely to favour another wave of younger workers.
However, established creative professionals are also using AI. They include game designers, visual effects artists, animators, photographers and directors who have spent decades developing characters, images and imaginary worlds. Their experience helps them understand light, movement and storytelling, and recognise when a result feels wrong.
AI can produce advertising campaigns, but it cannot reproduce genuine experience. Experienced workers who learn to use it could renew their careers. Operating a new AI model and deciding what to create with it are different skills.
