How many live roles in the consumer brands sector involve AI?
272 of 1,569 live roles in the consumer brands sector involve AI. 17.3% · of live roles that involve AI · live specs · week ending 2 October 2026.
Across 1,569 live consumer brands specs from 29 employers, week ending 2 October 2026. Consumer brands advertises roles in seven of the seven named markets. Each role is read on whether it involves AI, whether AI sits at the centre of the work, and whether the role is accountable for what the model produces.
Every figure on this page is for the consumer brands sector in all markets unless a market is named. A market cell publishes where the sector has 10 or more employers in that market; under that it is held.
How many consumer brands specifications involve AI
Involved: 272 of 1,569 live roles in the consumer brands sector involve AI, 17.3% of live roles that involve AI (live specs, week ending 2 October 2026).
Central: of those 272 roles that involve AI, 178 have AI at the centre of the work, 65.4% of roles that involve AI where AI sits at the centre of the work.
Accountable: of those 178 AI-central roles, 30 are accountable for what the model produces, 16.9% of AI-central roles accountable for what the model produces.
Beside the three measures, as context and not as a measure, on the base of all live roles: 178 of 1,569 (11.3%) live roles in the consumer brands sector are AI-central.
How consumer brands compares across markets
In each market where consumer brands has 10 or more employers, week ending 2 October 2026: US, 171 of 974 (17.6%) live roles involve AI, and of those 116 of 171 (67.8%) have AI at the centre of the work; UK, 28 of 179 (15.6%) live roles involve AI, and of those 15 of 28 have AI at the centre of the work; Australia, 21 of 176 (11.9%) live roles involve AI, and of those 14 of 21 have AI at the centre of the work; Canada, 23 of 69 (33.3%) live roles involve AI, and of those 18 of 23 have AI at the centre of the work.
Held, with fewer than 10 consumer brands employers in the market: Singapore, Ireland.
The remaining 32 live consumer brands specs come from employers in four other markets and count toward the sector total.
Where AI lands by seniority in consumer brands
Entry level: 17 of 296 (5.7%) live roles in the consumer brands sector involve AI; of those, 9 of 17 have AI at the centre of the work.
Director and above: 59 of 211 (28.0%) live roles in the consumer brands sector involve AI; of those, 42 of 59 (71.2%) have AI at the centre of the work.
Week ending 2 October 2026.
The pathway, across marketsHow AI-central consumer brands roles read on the four tests
Every AI-central role is then read on four tests. Accountable is one of them.
Of 178 AI-central roles in the consumer brands sector, week ending 2 October 2026, each test on its own: works with the model, 24 of 178 (13.5%); can overrule it, 16 of 178 (9.0%); is accountable for what it produces, 30 of 178 (16.9%); keeps decisions over it, 52 of 178 (29.2%).
Beside the four tests, as context: 126 of 178 meet none of the four tests (70.8%).
Beside the four tests: 126 of 178 meet none of the four tests (70.8%).
How this is measured
Live specs. Employers are never named against a figure. Each role is read on whether it involves AI, whether AI sits at the centre of the work, and whether the role is accountable for what the model produces. Each measure's share is on the measure before it. A page publishes at 150 or more live specs. A cell under 30 prints its counts and no share; under 150 its count and base print beside its share. A sector cell inside a market publishes with 10 or more employers in it, and is held under that.
Full method at /method