Artificial intelligence and automation are rapidly changing what businesses expect from their employees.
Across the UK, companies are no longer just hiring to fill roles. They are hiring to adapt, improve processes, and support transformation as technology becomes more embedded in day-to-day operations.
From Manchester and London to Birmingham, Liverpool, Glasgow, and Edinburgh, organisations are reassessing their workforce strategies to ensure they remain competitive in an increasingly digital environment.
According to recent internal survey data from Get Recruited, nearly 8 in 10 UK businesses are now actively exploring AI or automation, while a further 58% are planning implementation within the next 12 to 24 months. This is having a direct impact on how roles are defined and how hiring decisions are made.
Marketing: A Shift Towards Performance and Data
Marketing is one of the fastest-evolving areas when it comes to AI adoption.
Across major hubs such as London, Manchester, and Edinburgh, businesses are placing greater emphasis on candidates who can combine creativity with performance-driven thinking.
AI tools are now widely used for:
- Campaign optimisation
- Audience targeting
- Content creation
- Performance tracking
As a result, the expectations of Marketing Managers have changed significantly.
Employers are increasingly looking for individuals who can:
- Use data to guide decision making
- Optimise campaigns across multiple channels
- Demonstrate measurable return on investment
Research suggests that around 84% of UK businesses now prioritise data-driven marketing experience when hiring.
“Hiring expectations within marketing have changed significantly. Businesses are looking for individuals who can not only deliver campaigns, but also improve performance through better use of data, systems, and processes.”
Matthew Ager, CEO, Get Recruited
This growing demand is leading many organisations to partner with specialist Marketing Recruitment Agencies.
Finance: Increasing Demand for Commercial and Systems-Focused Talent
Automation has already had a significant impact on finance functions across the UK.
Routine tasks such as reconciliations and reporting are becoming increasingly automated, particularly in cities like Manchester and London, where businesses are investing heavily in financial systems.
This shift is changing what employers look for in finance professionals.
Rather than focusing purely on technical ability, businesses are now prioritising candidates who can:
- Improve internal processes
- Support system implementation
- Provide commercial insight to senior leadership
Internal survey findings show that around 67% of finance leaders now prioritise experience in process improvement or systems transformation when hiring.
“We are seeing a clear shift in finance hiring across the UK. Businesses want professionals who can go beyond reporting and actively improve how finance functions operate.”
— Matthew Ager, CEO, Get Recruited
As a result, businesses are increasingly working with Finance Recruitment Agencies.
Commercial Roles: Greater Focus on Efficiency and Process Improvement
Across broader commercial functions, automation is driving a shift towards efficiency and scalability.
In cities such as Liverpool, Birmingham, and Manchester, businesses are restructuring roles to ensure teams can operate more effectively alongside new technologies.
This means employees are expected to contribute more strategically rather than focus on repetitive tasks.
Employers are now prioritising candidates who can:
- Identify inefficiencies and improve workflows
- Support implementation of new systems
- Work across teams to drive operational improvements
Research indicates that over 80% of UK employers now consider process improvement skills to be essential when hiring for commercial roles.
This is increasing demand for adaptable professionals, with many organisations turning to commercial recruitment specialists.
Sales: Technology Supporting More Complex Selling Environments
Sales teams are also evolving as automation becomes more widely adopted.
Across Manchester, Birmingham, and Glasgow, tools such as CRM platforms and AI-driven analytics are helping sales teams become more efficient and targeted.
However, this is not reducing the need for skilled sales professionals. Instead, it is increasing expectations.
Employers are now looking for candidates who can:
- Analyse data to prioritise opportunities
- Navigate longer and more complex sales cycles
- Build strong, consultative relationships
Survey data suggests that around 71% of UK businesses believe automation has increased the importance of consultative selling skills.
This is driving demand for higher-quality candidates, with many organisations partnering with Sales Recruitment Agencies.
Insurance: Combining Technology with Specialist Expertise
The insurance sector continues to evolve as automation improves efficiency across underwriting and claims processes.
In hubs such as London and Glasgow, businesses are investing in technology while still maintaining a strong focus on specialist talent.
Rather than reducing headcount, this shift is changing the type of skills required.
Employers are increasingly seeking candidates who can:
- Work alongside automated systems
- Interpret complex data and risk
- Provide expert advice to clients
Survey findings suggest that around 72% of UK insurance businesses are investing in automation while still planning to grow specialist teams.
This continued demand is supported by specialist Insurance Recruitment Agencies.
A Fundamental Shift in Hiring Priorities
Across all sectors, the impact of AI and automation is clear.
The focus is moving away from task-based roles and towards value-driven positions.
Businesses are now prioritising candidates who can:
- Think strategically
- Solve problems
- Improve processes
- Support implementation of new technologies
- Deliver measurable business impact
This represents a fundamental change in how roles are structured and how candidates are assessed.
What This Means for Employers in the UK
For employers, this shift requires a more considered approach to hiring.
Businesses must now:
- Redefine job roles to reflect evolving requirements
- Compete for candidates with broader and more advanced skill sets
- Adapt recruitment strategies to secure talent quickly
- Invest in individuals who can support long-term transformation
According to survey data, around 62% of UK businesses believe their hiring strategy needs to evolve to keep pace with AI and automation adoption.
Final Thoughts
AI and automation are not simply improving efficiency. They are fundamentally changing the way businesses operate and hire.
Across the UK, from London to Manchester, Birmingham to Glasgow, organisations that adapt their hiring strategies will be best positioned to succeed.
The challenge is no longer just finding candidates. It is finding individuals who can adapt, improve processes, and deliver long-term value in a rapidly changing environment.
