Artificial intelligence and automation are rapidly redefining what entry-level marketing work looks like in practice. Tasks that once centered on execution and repetition are now being replaced by responsibilities that demand data fluency, strategic judgment, and cross-functional collaboration. As this shift accelerates, many organizations report a growing disconnect between what graduates bring to the workplace and what modern roles require.
This accepted scholarly research presentation examines how AI is reshaping early-career marketing roles and why traditional pathways into the profession are struggling to keep pace. Despite sustained labor-market demand for marketing talent, employer confidence in job readiness continues to decline. The study frames this tension as an intensification of the experience paradox, where a degree alone is no longer sufficient for entry into evolving roles.
Drawing on labor-market signals and early findings from an in-progress research project, the presentation explores three core questions. First, how AI is changing role requirements for early-career marketers. Second, where misalignment exists between business education and employer expectations. Third, how apprenticeship-based models embedded within degree programs can help rebuild job readiness in a scalable and sustainable way.
The research positions apprenticeship not as a return to legacy training models, but as a modern, partnership-driven response to AI-enabled work. By integrating experiential learning, employer collaboration, and real-world problem solving into academic programs, apprenticeship structures offer a pathway to align education with rapidly changing market demands while supporting student mobility and employer productivity.
Designed for scholars, educators, and practitioners, this session contributes to broader conversations about workforce preparation, experiential learning, and the future relevance of higher education. Attendees will gain insight into how apprenticeship models can function as a bridge between AI-driven transformation and meaningful early-career development.
Authors and Affiliations
Biff Baker, Metropolitan State University of Denver
April De Crescentis, Metropolitan State University of Denver
This presentation will be delivered virtually at the SAM International Business Conference, offering participants the opportunity to engage with emerging research on apprenticeship, AI, and workforce alignment in real time. For more information visit www.samnational.org/conference