Duke report: AI-adopted workers absorb most customer, ad and marketing tasks into workflows

daveholtz · x · 2026-09-17

Duke's Work at the Frontier report series finds that workers "import" many tasks from outside their occupation, but the ones that stick and expand their jobs are most often customer interactions, advertising, and marketing tasks. Understanding how AI changes work today, the authors argue, is the best way to predict tomorrow's job shifts.

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