Advertising’s reputation as a youth-focused industry is reflected in its workforce and spending. In 2025, the Bureau of Labor Statistics reported a median age of 39 among advertising workers, against 42 for the workforce overall. Meanwhile, the World Advertising Research Center estimates that just 5% to 10% of advertising budgets are directed towards older consumers.
Brands pursue Generation Z customers, while advertising companies seek recruits from the same generation, with newer platforms such as TikTok central to that focus. Although AI is reshaping the industry, the assumption that it will necessarily favour a younger generation of creative workers overlooks the experience of established professionals.
Older game designers, visual effects artists, concept artists, animators, photographers and directors are already incorporating AI into their work. Some have devoted decades to developing characters, images and imaginary worlds that have attracted devoted audiences. Their understanding of lighting, composition, performance, movement, texture and narrative also enables them to recognise when a creative result feels wrong.
While AI can generate advertising campaigns, it cannot replicate genuine experience. For established professionals able to harness the technology, it could offer an opportunity to revitalise their careers rather than become increasingly sidelined. Technical proficiency in operating a new model is distinct from the creative judgement needed to decide what to produce.
