What jobs and skills will become more valuable as AI in the workplace grows?

Added: 2026-06-03

[00:00:00]Personality hires are going to become a more common and intentional strategy.

[00:00:05]Has anyone else been noticing the slight change in media job applications recently? Online personalities are much more successful and much more important than corporate accounts now, which doesn't surprise me considering the lack of trust and faith that our country has in institutions.

[00:00:20]But some of these media organizations are starting to pick up on this. The reason for this is obviously down to AI and social media.

[00:00:28]Social media is a fertile breeding ground for disinformation.

[00:00:31]And coupled with AI, it's harder than ever to decipher what's real and what's not. On top of that, hyper-personalization creates a fragmented media landscape with everyone you know having a different feed of information. Naturally, people don't know who or what to believe and start questioning institutions and whether they're trustworthy, opting for a sense of humanity. They choose to trust a human speaking to them directly rather than a corporate message from an organization.

[00:01:01]So, how does that affect the job market?

[00:01:03]Well, media roles are no longer just about understanding the landscape and creating content in response to it, but building a personality. With the opportunity to go viral, people basically need to be comfortable going on camera like this, blurring the boundaries between personal online presence and professional online presence. And I've started to see this seep into job applications that wouldn't have required it at all in the past.

[00:01:28]So, the Daily Mail was looking for a social-first news reporter with good on-camera presence.

[00:01:35]The Fitting Room is looking for a content creator who's comfortable with scripting, filming, and editing, but this one really got me.

[00:01:42]Condé Nast is looking for a content creator or a video creator that is, and I quote, "chronically online." The good news is, for those who have got what it takes and start to establish a personality for an organization they're working for, they will have a lot of power over promotions and responsibility. If they threaten to leave, it'll be really hard for that organization to survive without them.