Been working in social media analytics and ad ops for a few years now, but lately I can't shake the feeling that the ground's shifting under our feet. AI-generated creatives and automated bid optimisation are advancing so fast that a lot of the hands-on work I do today feels like it could vanish within a couple of years.
I've seen plenty of people argue that someone still needs to babysit the automation - catch it when it burns budget on the wrong audience or pumps out off-brand nonsense. And they're right, for now. But here's what keeps me up: those bugs and blind spots will get ironed out eventually. The tools will get smarter, and then the expectation won't be "monitor the machine" - it'll be "do three times as much with half the tools". Our brains weren't built to keep pace with an internet that reinvents itself every eight months.
I know the strategic, salesy roles will survive. But for those of us who came up through execution and operations, what's the move? How are you all thinking about adapting when the line between "operator" and "overseer" keeps blurring?
