They do it via other ways, translation teams and asset creators for CMSes, I no longer see them in our projects, the builtin AI tooling takes care of it.

Same with those that use to improve marketing outcomes for SEO and such, now there are AI based reports with automatic improvements.

Finally on other domains you already have robots on supermarkets, fast food, and gas stations, where the customer does the work of the (now gone) employees without any kind of price reduction.