AI skills now essential for Marketers

A recent report from Microsoft-owned LinkedIn underscores the increasing importance of AI skills for marketers. According to the findings, possessing AI skills has become a necessity for marketers to remain competitive and progress in their careers.

A new report by Microsoft and LinkedIn reveals the rapid adoption of AI tools and skills in the marketing industry.

According to the 2024 Work Trend Index Annual Report, which surveyed over 31,000 people across 31 countries, marketing professionals who leverage AI enjoy a competitive advantage.

Employers recognize the efficiency gains AI capabilities provide in marketing roles and increasingly seek applicants with those skills.

Karim R. Lakhani, Chair of the Digital Data Design Institute at Harvard, states in the report:

“Marketers are harnessing the power of AI to work smarter, not just faster. It’s enabling them to focus on higher-value, creative work while automating more routine tasks.”

Here are some highlights from the report illustrating the need to develop an AI skill set to remain competitive.

AI proficiency: The essential skill for modern marketers

Survey data highlights a strong preference among business leaders for candidates and employees equipped with AI skills.

A significant majority, 66%, indicated that they wouldn’t consider hiring individuals lacking proficiency in AI.

Moreover, 71% expressed a preference for inexperienced job seekers who possess AI skills over experienced professionals who lack such expertise.

This preference was particularly noticeable in creative fields like marketing and design.

In the report, Michael Platt, a neuroscience professor at the Wharton School, emphasizes:

“AI is reshaping the definition of competitiveness in today’s digital marketing landscape. Professionals who can seamlessly integrate AI into their work are positioning themselves as indispensable assets to their organizations.”

The report suggests that early-career marketers who acquire AI skills could experience substantial benefits.

77% of leaders reported that employees skilled in leveraging AI would be entrusted with greater responsibilities earlier in their careers compared to their counterparts lacking AI skills.

The AI Competition for Top Marketing Talent

According to LinkedIn data, job postings that mention AI tools and applications have experienced a 17% increase in application growth compared to those that do not mention AI.

Moreover, 54% of early-career professionals consider access to AI technologies as a crucial factor influencing their choice of employer.

Organizations that offer AI training and support to their marketing teams are likely to have a competitive edge in attracting top talent.

Why SEJ?

The widespread integration of AI in marketing highlights a shift in the required skills and capabilities for success in this rapidly evolving field.

As AI continues to reshape marketing strategies, professionals who do not adapt risk falling behind.

The insights from the 2024 Work Trend Index Annual Report are pertinent to marketing practitioners at all levels, underscoring the necessity of AI proficiency for career growth and competitiveness in the job market.

Additionally, the report underscores the role of businesses in cultivating an AI-centric culture.

Companies that invest in AI tools, training, and employee support will be better positioned to attract and retain top talent, foster innovation, and achieve superior outcomes.

For the full report, click here.

Ways This Can Benefit You

To thrive in the AI-dominated landscape of marketing, the report offers the following recommendations:

1. Give priority to enhancing AI skills through various avenues like courses, workshops, training programs, and collaboration with AI experts to gain practical experience.
2. Embrace experimentation with new AI tools and techniques, incorporating them into daily workflows to enhance productivity.
3. Actively share AI knowledge with colleagues to foster a culture of knowledge exchange and encourage the adoption of AI within the organization.
4. During job searches, emphasize AI proficiency by showcasing past successes in utilizing AI to drive results.
5. Choose employers committed to AI integration, providing access to state-of-the-art AI tools and resources for continuous learning and development.

This article available in Ukrainian.