Every few months, someone asks a version of the same question “What happens to PPC managers now that AI runs the platforms?” The question usually comes wrapped in anxiety, sometimes in frustration, and often in the hope that there is still a lever left to pull.
At this point, the answer has become clearer. PPC did not lose its human role. It shed the parts of the job that never required human judgment in the first place. The real shift is not about replacement. It is about responsibility.
Automation exposed where strategy was missing.
