NAB Morning Call Weekend Edition: AI Creates Jobs Too.
Feb 20, 2026
Dr. Blair Chapman, Senior Economist at SEEK who tracks labour market and AI-skilled job trends. He highlights rising mentions of AI in job ads and how demand is spreading from tech into marketing and content. New roles like AI ethics officers and content trainers are appearing. He argues AI is mostly augmenting work and that AI fluency is becoming a baseline skill.
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AI Demand Is Broadening Fast
- Demand for AI skills has recently surged and broadened beyond IT into roles like marketing and content creation.
- AI-related terms now appear in about 1.5% of all job ads, signalling early but rapid adoption.
New Job Titles Are Emerging
- New AI-specific roles are emerging, including AI ethics officers, transformation leads and content trainers.
- Some roles will be short-term hires while others, like content trainers, may persist as ongoing demand.
Use AI To Augment, Not Immediately Replace
- Treat AI as an augmenting tool rather than an immediate replacer for most roles, especially physical and service jobs.
- Focus on integrating AI to improve productivity in back-office tasks instead of expecting wholesale job replacement.