Expected layoffs around the world follow increased use of AI tools in marketing, but it’s unclear to what extent these tools can replace Hebrew-speaking employees.
As reports mount in the United States that Google parent company Alphabet is preparing a massive round of layoffs of up to 30,000, with a focus on the advertising and marketing division, sources familiar with the matter told the Globes that this measure would include employees in Israel. . Google Israel has 2,000 employees, including 600 in the advertising and marketing division. However, sources do not know exactly how many Israeli employees will be laid off in this wave of layoffs.
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In the United States, reports indicate that search engine giant Google is expected to implement its new employee evaluation method, under which around 2% of employees are expected to be laid off, or around 3,500 jobs lost. But the bulk of the job cuts come from a significant shift in the company’s marketing and advertising division, including Google’s implementation of AI tools, and increased reliance on automation in these divisions globally. However, it is unclear to what extent the tool can be used to replace Hebrew-speaking employees.
No response from Google Israel was received.
Last January, Google implemented a series of 6% reductions, totaling around 12,000 layoffs. An estimated 6% of Israel’s 2,200 employees lost their jobs in early 2023, and later in the year more jobs were lost when Waze and Google Maps merged their advertising services.
Published by Globes, Israel Business News – fr.globes.co.il – January 9, 2024.
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Google Haifa offices credit: Shutterstock
