The 'Digital Specialist' Role is Dead

I know because I am one. I’ve also hired many (on all sides), coached them, and I run Ulv AI, where companies hire our resources/AI to manage Google Ads and Meta Ads. I also have a pretty good understanding of the market.

Roles like “SEM Specialist,” “Paid Social Specialist,” and variations such as “Digital Specialist” will become extinct, much like the dinosaurs did because of an asteroid. Let’s discuss the roles of Creatives another time.

Many don’t realize how fast this change will happen.

We are at a point similar to when the Nokia 3310 was a big deal.

No one in their wildest dreams could have imagined that the iPhone would come and totally change how we communicate and consume content. It was simply unthinkable. Now, consider the speed we have today. The change will be unforgivingly fast.

Is AI ready? AI is ready enough to make a significant difference. It’s as simple as that. I worked with AI at King about nine years ago. It’s not new. So what is needed moving forward, you might ask?

Much more focus on data and strategy. With a genuine interest and passion; understanding and embracing everything technical and AI.

By 2025 and 2026, charging a lot for managing digital advertising won’t work. Unless you’re lying to your clients. But that’s not very nice. So don’t do it.

Take a look at our calculator and pricing.

Google Ads, Microsoft Ads, YouTube, Spend of 180,000 SEK per month = 1800 EUR per month in agency fee.

“Well, John, that’s nothing special, many charge less than that.”

My answer: Many agencies spend minimal time (the worst example we’ve seen is an agency that wasn’t active in a company’s account for 4 months but continued billing), and don’t have a state-of-the-art solution that optimizes everything in real-time combined with advisory and a solid presence. Or agencies spend too much manual time, or charge for nothing. “Because they can.”

SAY NO!

Instead, spend your money on more media spend, Data, and Advisory (MA/CRM, SEO, Strategy).