“The roles within the brand are a mix of internal and external hires,” he said.
At the same time, brands, especially in the fast-moving consumer goods sector, are at cultural odds with big tech companies and emerging AI startups. The executive said this dynamic is driving a shift in the workforce, justifying the reduction of jobs that focus on manual tasks such as content review and repetitive copying.
But “I don’t think brands understand how they actually acquire the technical talent needed to support these processes at scale,” the executive said.
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