The Rise of New Roles in the GenAI Era

Generative AI is not only changing how we work, it is changing who does the work.

Just as the internet created social media managers and the mobile era created app developers, the GenAI wave is creating an entirely new set of hybrid careers. These roles combine skills from design, engineering, marketing, product, and creative strategy. They are not always easy to define, which is exactly why they are so hard to hire for.

At Academy, we help companies make sense of these emerging GenAI jobs and hire the right people to fill them. Below are the categories shaping the future of work — along with the new job titles rising within them.

Vibe Coding

What is Vibe Coding?

Vibe Coding is the practice of building products with a blend of design, engineering, and AI. It is about rapid prototyping, hybrid skill sets, and using AI as a coding partner to accelerate development. A Vibe Coder can be a Product Engineer or Design Engineer who thrives in this hybrid space.

Product Engineer (Vibe Coder)

A Product Engineer, sometimes called a Vibe Coder, sits between product management and engineering. Product Engineers:

• Prototype AI-powered features
• Refine product requirements and strategy
• Fix bugs and ensure reliability of AI integrations
• Evaluate new AI models, run experiments, and define success metrics

They do not usually take products from start to finish unless they are in a small startup. Instead, Product Engineers are collaborators who make sure AI-driven features feel polished, reliable, and ready for real users.

Design Engineer (Vibe Coder)

A Design Engineer, also considered part of Vibe Coding, bridges the gap between design and front-end engineering. Design Engineers:

• Maintain design systems in both design files and code libraries
• Build reusable, accessible UI components
• Create internal tools to improve design-to-code workflows
• Collaborate with designers and engineers to refine UI/UX

With AI now capable of generating mockups or even front-end code, Design Engineers (or Vibe Coders) ensure speed never compromises quality.

These folks leverage tools like Figma Make, Lovable, Cursor, and many more and are redefine what it means to be a designer and how gets done in this new era.

Vibe Filmmaking

What is Vibe Filmmaking?

Vibe Filmmaking is the use of AI tools to create, edit, and produce cinematic content. A Vibe Filmmaker is an AI Filmmaker who combines traditional storytelling with generative video tools.

AI Filmmaker (Vibe Filmmaker)

An AI Filmmaker, also known as a Vibe Filmmaker, uses tools like Runway, Sora, Midjourney, and Veo to:

• Generate concept art, storyboards, and full video sequences
• Maintain continuity of style and tone across AI and live-action assets
• Collaborate with directors, editors, and VFX teams, or sometimes do it all themselves

In some cases, an AI Filmmaker can replace entire production roles. More often, Vibe Filmmakers expand creative possibilities by visualizing ideas that would have been impossible or unaffordable before.

Vibe Marketing

What is Vibe Marketing?

Vibe Marketing is about using AI to supercharge growth, creative output, and personalization. A Vibe Marketer is an AI Marketer who blends traditional marketing strategy with AI-driven content and data insights.

AI Marketer (Vibe Marketer)

An AI Marketer, or Vibe Marketer, specializes in:

• Using AI to generate campaign assets across ads, social, and email
• Automating workflows, personalization, and audience targeting
• Running rapid A/B tests to optimize creative performance at scale

In some organizations, AI Marketers can replace entire marketing functions. In others, Vibe Marketers multiply the output of existing teams, allowing them to launch more campaigns in less time with better results.

Vibe Designing

What is Vibe Designing?

Vibe Designing refers to the intersection of generative AI and design. A Vibe Designer is an AI Designer who uses AI tools to create visuals, prototypes, and systems that scale while keeping brand identity intact.

AI Designer (Vibe Designer)

An AI Designer, also called a Vibe Designer, is part designer and part creative technologist. AI Designers:

• Generate and refine visuals, UI concepts, and brand systems
• Curate AI outputs into polished, on-brand assets
• Build prompt libraries and AI-driven design workflows
• Collaborate with engineers to extend design tools with AI

Vibe Designers are valuable not just because they can make images quickly, but because they know how to guide AI creatively and ensure the final work feels distinct, human, and high quality.

Vibe Music

What is Vibe Music?

Vibe Music is music created with AI and human collaboration. A Vibe Musician is an AI Music Creator who composes, edits, and produces soundscapes powered by generative AI.

AI Music Creator (Vibe Musician)

An AI Music Creator, also known as a Vibe Musician, can:

• Use tools like Suno, Udio, or Aiva to generate melodies or full tracks
• Edit, mix, and polish AI outputs into production-ready music
• Experiment with adaptive, personalized soundscapes for interactive products

On smaller projects, AI Music Creators work end-to-end. In larger productions, Vibe Musicians specialize in generating options at scale for directors, producers, or game designers.

Vibe Strategy

What is Vibe Strategy?

Vibe Strategy is the practice of guiding AI adoption across an organization. A Vibe Strategist is an AI Strategist who ensures AI delivers measurable business results.

AI Strategist (Vibe Strategist)

The “Prompt Engineer” role got headlines, but companies now need more than prompts. An AI Strategist, also called a Vibe Strategist, is responsible for:

• Identifying where AI adds real business value
• Defining workflows, success metrics, and governance
• Overseeing implementation across cross-functional teams

Prompting is now a skill, not a standalone job. The AI Strategist ensures AI adoption is intentional, ethical, and tied directly to results.

Why These Roles Matter

Across Vibe Coding, Vibe Filmmaking, Vibe Marketing, Vibe Designing, Vibe Music, and Vibe Strategy, the pattern is clear:

• These jobs blend skills that used to be separate
• They require AI fluency, but also taste, judgment, and collaboration
• They are evolving so quickly that most companies struggle to even write the job description, let alone hire the right person

How Academy Helps

That is where Academy comes in.

• We understand these roles. We study how GenAI jobs are emerging and translate fuzzy needs into clear job profiles.
• We have the networks. Our pool already includes Product Engineers, Design Engineers, AI Filmmakers, AI Designers, and other Vibe Creators who are fluent in these hybrid workflows.
• We are flexible. Whether you need a full-time hire, a contractor, or a project team, we deliver.

The Bottom Line

The future of work is not human or AI, it is human with AI.

At Academy, we help forward-thinking companies hire Product Engineers, Design Engineers, AI Filmmakers, AI Marketers, AI Designers, AI Music Creators, and AI Strategists — the Vibe Coders, Vibe Filmmakers, Vibe Marketers, Vibe Designers, Vibe Musicians, and Vibe Strategists shaping the next chapter of work.

👉 Ready to hire for the roles of tomorrow? Let’s talk.