Most britons are unfamiliar with emerging AI and marketing job titles
The UK workforce is facing a recognition problem. A recent Tide survey of more than 2,000 adults found that 80% of respondents had never heard of many new jobs being created in AI and modern marketing. Titles like Belonging Manager and Empathy Engineer are so new that nearly one in five respondents thought they were fake. This is about how fast industries are shifting and how slowly understanding is catching up.
What this shows is a widening divide between innovation and perception. Businesses are moving quickly to fill roles tied to artificial intelligence, digital experience, and culture-driven marketing. Yet much of the public doesn’t understand these roles or the value they bring. This gap limits both hiring reach and the talent pipeline, especially when it comes to attracting people who could be trained or re-skilled into these fast-growing functions.
For executives, the message is practical. If your organization is creating new roles linked to AI or advanced marketing, communicating what those roles actually do is just as important as hiring for them. Translating innovation into clear narratives is essential to maintain credibility and attract talent that actually exists. Companies that do this early position themselves as accessible and forward-looking, while those that don’t risk alienating potential candidates and customers alike.
Low recognition of AI and technology-driven roles despite rising market demand
AI-related roles are seeing strong market traction but weak general awareness. Positions like Belonging Manager, Empathy Engineer, GEO Strategist, and Augmented Intelligence Officer all ranked among those the public least recognized, each unknown to around 75–80% of respondents. Even the long-established title Biostatistician was unfamiliar to three-quarters of participants. Yet, search and hiring data tell a different story: demand for these roles is growing fast.
According to Google Keyword Planner data shared by Tide, search interest in “prompt engineer” rose by 49% in the last two years, while “AI product manager” queries increased by 83% in the past twelve months. These are jobs where people develop and guide how AI systems function, often commanding high pay, around £53,500 on average, rising to £775 per day for specialized contracts. The opportunity here is massive, but so is the knowledge gap.
For business leaders, the nuance is clear. Growth in AI adoption and integration will only accelerate, but it will mean little without an informed workforce ready to handle it. Executives should prioritize internal education and skill-building around new technologies and roles. The absence of awareness isn’t a fixed barrier, it’s a window for those willing to invest early. Companies that close this understanding gap gain access to talent faster, scale innovation sooner, and future-proof their workforces in a competitive AI-driven economy.
The AI skills gap presents both a challenge and an opportunity
AI is creating new winners and laggards. Tide’s research shows that two out of five UK adults are already considering AI training to advance their careers or business capabilities. Interest is highest in Belfast and London (54%), followed by Manchester (51%). The data signals that people are aware of the shift but haven’t yet fully acted on it. The opportunity window remains open for those who move first.
Heather Cobb, UK Managing Director at Tide, pointed out that smaller firms could gain a competitive edge by embedding AI into their operations early rather than waiting for large corporations to define the market. This insight should resonate with business leaders. The cost of inaction isn’t just about missing a hiring opportunity, it’s about delaying innovation at a time when every sector is being reshaped by automation and intelligence-driven workflows.
From a leadership perspective, the takeaway is straightforward. Invest in AI upskilling now. Not as a one-off initiative but as a continuous process that equips teams to make decisions more effectively and streamline work. For smaller companies, this can mean developing core AI literacy, training teams to use AI tools, improving data-driven decision processes, and making AI part of their business DNA. Those who build AI capacity now will have the confidence to scale faster, adapt to shifting markets, and outpace slower-moving competitors.
Evolution of SEO roles with the emergence of AI and generative tools
The era of standard search optimization is ending. The rise of generative AI has created new roles that focus on visibility across AI-powered discovery platforms. The GEO Strategist, one of the least recognized yet most critical new titles, embodies this shift. These specialists integrate content strategies with AI-driven systems like ChatGPT and Gemini, ensuring businesses remain discoverable beyond traditional search engines.
James Congdon, Recruiter and Founder at WithFrontier, noted that an increasing number of SEO job listings now include “GEO” in the title, reflecting this evolution. He warned that professionals and organizations that fail to adapt to AI-based discovery risk severe visibility loss in the future. Tide data backs this with salary benchmarks showing entry-level GEO roles ranging between £20,000 and £30,000, while senior directors can command six-figure packages well above £100,000. The market is rewarding those who understand AI-driven discovery.
Executives should view this as the next phase in digital competitiveness. The focus is no longer on algorithmic optimization alone, it’s on maintaining presence across evolving AI interfaces that shape how users find products, services, and information. Leadership must ensure their marketing and data teams are not just maintaining current SEO standards but investing in the expertise needed for AI-centric channels. Those who develop this capability now will have a decisive lead when generative AI becomes standard in digital discovery and brand reach.
Widespread awareness gap in creator and influencer marketing roles
The landscape of content-driven marketing is expanding fast, but many still don’t understand its structure or potential. According to Tide’s survey, only around 52% of respondents recognized influencer marketing roles. Awareness was even lower for titles such as Brand Editorial Lead and Social Storyteller. This gap limits how quickly companies can build teams capable of managing digital engagement through creators, a space seeing rapid growth and investment.
Verity Park, Founder and CEO of tbh talent, emphasized that working with creators is no longer just an option for big brands. She explained that partnerships with influencers can and should begin at the early stages of a business. Park noted that companies can start small, test what works, and scale when budgets grow. The approach focuses on using creators to establish direct and authentic connections with audiences, improving both reach and brand trust.
One example is Gymshark, a UK-based fitness brand valued at roughly $1.5 billion, which built its early success through creator engagement rather than traditional advertising. Park highlighted this as a demonstration of how sustained focus on creator-led storytelling can produce measurable growth.
For executives, there’s a clear takeaway. Creator-focused marketing is moving from a niche tactic to a core business function. The skills needed, storytelling, partnership management, and digital relationship building, should be integrated into broader marketing strategies. Leadership should support hiring and training in these disciplines, not only to stay current but to meet audiences where they now spend most of their time. As more digitally native professionals assume leadership roles, the demand for credible, creator-oriented content will accelerate.
Companies that adapt to this shift will gain more than visibility, they’ll achieve stronger brand alignment with emerging audiences who value genuine engagement over traditional promotion.
Main highlights
- Public confusion signals a communication gap: Most Britons don’t recognize emerging AI and marketing job titles, creating a credibility gap that slows hiring and innovation. Leaders should clarify these roles to attract talent and build market trust.
- AI demand is outpacing awareness: Roles like Prompt Engineer and AI Product Manager are in high demand but poorly understood by the public. Executives should invest in awareness and training to bridge this gap and secure skilled talent early.
- AI upskilling is a priority for competitiveness: With 40% of adults considering AI training, leaders have a chance to upskill teams and establish in-house expertise. Early adoption of AI skills can position smaller firms ahead of slower corporate competitors.
- Search visibility is shifting to AI-led discovery: Traditional SEO is being replaced by AI‑driven systems, creating new roles such as GEO Strategist. Decision‑makers should evolve digital marketing strategies to align with AI‑powered discovery platforms.
- Creator‑driven marketing demands new skills: Half of Britons remain unaware of influencer and creator roles, despite their growing impact on brand success. Leaders should integrate creator partnerships and storytelling into their marketing to stay relevant in digital consumer ecosystems.
