“If I don’t get my arms around AI as a late 40s marketer, I am cooked.” Those words I said to a colleague when I understood the technology meaningfully.
My view now is that there’s a hidden advantage for older professionals, particularly those who have honed our disciplines and expertise over the years. It may be even more of an edge than the incredible young talent at the start of their careers.
AI is a different kind of industrial revolution, disrupting knowledge workers rather than the manual workforce first and foremost.
AI as a cognitive prosthetic
Yesterday, I had a hilarious Slack conversation with a marketing industry colleague who works in coffee. I worked in coffee in the late ’90s and early 00s – and she was having fun with me by pointing out that marketing has changed a lot since then.
As I told my colleague, I remember unveiling this new marketing channel to my leadership team: “It’s called a website”! I’ve been fortunate enough to be around for a while and seen some technological shifts, most notably, the shift to mobile in digital. I feel pretty ancient for a marketer. But there is a downside.
Increasing our value
Cognitive functions like memory and processing speed naturally begin to decline after 40. This doesn’t mean the end of a career, though. Instead, it’s an opportunity for AI to step in – and increase our value to our industries, organisations, and disciplines.
AI-powered tools can act as cognitive prosthetics, compensating for some of the inevitable declines and allowing us to keep working at a high level for longer. For example, AI is already being used to detect subtle changes in brain structure associated with ageing, which can lead to early interventions for cognitive decline.
A study by professors from Harvard Business School, Wharton, Warwick Business School, and MIT Sloan found that generative AI can boost the performance of highly skilled employees by as much as 40%, and older professionals benefit significantly from this boost. By automating routine tasks and enhancing decision-making, AI frees time for more complex and creative work—areas where experience shines.
I’ve found AI helps in three main areas: I use it as an assistant, helping me, especially with data analysis; as a creator, helping me generate ideas, drafts, and images; and finally, as a thought partner, giving me second opinions on strategic work and editorial capability to make work more impactful and concise.
A Unique Blend of Experience and AI
Our deep, foundational understanding of our industries sets older professionals apart. This experience allows us to use AI not as a crutch but as a tool that enhances deep domain expertise.
For instance, project management in AI initiatives often requires not only technical skills but also strong organisational abilities and people skills—both of which mature professionals typically excel at.
AI and ethics – not our first technology shift
Businesses are increasingly seeking AI ethicists, a role ideally suited for those with decades of life and work experience. As AI transforms industries, ethical considerations are more important than ever, and who better guides these decisions than those who have already seen multiple technological shifts over their careers?
The power of lifelong learning
Of course, none of this means we can sit back and relax. As the workforce continues to evolve, so must we. The good news? Older professionals are already well-versed in the art of adaptation. We’ve witnessed and adapted to the rise of the internet, mobile technology, and now AI. The key is embracing continuous learning—whether upskilling in AI principles or mastering data analytics.
For me, that has meant embracing micro-learning between client meetings and project deadlines. Through my involvement with Section School—where I now serve as their Australia and New Zealand ambassador—I’ve discovered that bite-sized workshops and week-long sprints fit perfectly into a busy schedule. Even while building Europa Creative Partners and daydreaming about Jupiter’s icy moons, I’ve managed to maintain a steady learning rhythm that has transformed both my productivity and work quality in ways I couldn’t have imagined a year ago.
This approach keeps me agile and allows me to apply new knowledge immediately to client work. The investment in continuous education, whether through focused workshops or hands-on experimentation, has transformed not just how I work, but how I think about the future of our industry. Each new certification feels like a milestone, marking another step in my AI journey.
Veteran skills, powered up with AI
AI is not here to replace our skills but to enhance them. Combining deep experience and cutting-edge technology is what it’s about —and that’s where we, as older professionals, have the edge.
While cognitive decline is a natural part of ageing, AI provides a way to mitigate its effects and prolong our contributions in the workplace. AI cannot replace expertise and discernment. Far from being “cooked,” AI will set us up for cooking with gas.