From Adoption to Identity: Generative AI and the Transformation of Professional Self-Perception in Digital Marketing

As generative artificial intelligence (GenAI) tools become increasingly embedded in digital marketing workflows, a deeper cultural and psychological shift is underway—one that affects how marketers define their professional identity and perceive the future of their roles. This paper explores the evolving self-perception of marketing professionals through a qualitative thematic analysis of a pilot survey (n=19) conducted in Romania. Respondents report a complex blend of empowerment, strategic upskilling, and identity dissonance as GenAI tools such as ChatGPT, Midjourney, and Copy.ai become central to their creative processes. Themes include the redefinition of creativity, emotional labor in AI-assisted content, and uncertainty about long-term career viability. Drawing from sociology of work and digital labor studies, the paper highlights the need for reflective frameworks that integrate emotional and identity-based considerations into organizational AI strategies. This contributes to the emerging discourse on the human dimensions of AI adoption, offering insights for HR leaders, educators, and transformation consultants navigating workforce adaptation in the digital era.