The Government’s new employee protection measures could backfire badly when you factor in the impact of AI.

In light of potential changes to UK employment laws under our new Labour government, leaders in the marketing industry face a particular challenge. As we anticipate shifts in employment regulations, many are wondering how these changes impact marketing roles, and could they accelerate the adoption of AI in marketing tasks? My personal opinion is that a more heavy-handed approach to protection along with the rapid emergence of AI in marketing will squeeze jobs out of the sector. It’s a possible double whammy that policymakers are blind to.

Traditionally, Labour governments in the UK have advocated for stronger worker protections. We might expect to see: Enhanced job security measures, Improved work-life balance initiatives, Stricter regulations on flexible working arrangements etc, etc

These changes aim to create a more secure and equitable work environment. However, they also present new challenges for employers, particularly in dynamic fields like marketing.

The marketing sector, known for its fast-paced nature and often flexible work arrangements, may feel the effects of these changes acutely. 

Stricter employment laws could make some companies more cautious about hiring full-time employees. This might lead to a preference for freelancers or project-based contracts in marketing roles. Often this can open up the potential for hiring from overseas.

As employers grapple with these changes, the allure of AI in marketing WILL grow stronger. In the face of rising employment costs, AI tools for content creation, data analysis, and campaign management become more attractive. AI systems can handle increased workloads without the need for additional human resources or overtime considerations. AI doesn't require breaks, vacations, or sick leave, providing consistent output regardless of new work-life balance regulations.

Human creativity, strategic thinking, and emotional intelligence remain vital in marketing. The most likely scenario is an increased hybridization of human and AI efforts in marketing departments.

As an employer, I think we have been ahead of the law in providing the right level of support and protection for our team. For example,

...We didn’t need a law to encourage us to give full paid compassionate leave to an employee with an older relative who was unwell in Sri Lanka. (we have taken a similar approach multiple times with our team)

...We didn’t need a law to allow people to work from home one day a week well before Covid.

...We didn’t need a law to allow our team to have a week to work from anywhere in the world (WFA) 

There are countless other examples of common sense best practices. I do recognise that not all employers are as considerate as Push and many other brilliant marketing employers out there.

But, I would urge caution. Just as there were many unintended (and unexpected) negative consequences of Brexit, so there will be with negative consequences of tougher employment laws.

I worry that decision-makers and policy writers in the Government have limited insight into just how much AI is going to change the world we all work in.

AI’s overhaul of marketing is going to move fast enough without the ‘petrol’ of new employment laws being thrown onto the flames.