A new report from Microsoft and LinkedIn reveals the rapid adoption of AI tools and skills in the marketing industry.
According to the annual 2024 Work Trend Index, which surveyed more than 31,000 people across 31 countries, marketers who leverage AI gain a competitive advantage.
Employers are recognizing the efficiencies that AI capabilities provide in marketing roles and are increasingly seeking candidates with these skills.
Karim R. Lakhani, president of the Digital Data Design Institute at Harvard, says in the report:
“Marketers are harnessing the power of AI to work smarter, not just faster. This allows them to focus on higher value-added creative work while automating more routine tasks.
Here are some highlights from the report illustrating the need to develop an AI skillset to stay competitive.
AI Aptitude: The New Essential Skill for Marketers
Survey data reveals a strong preference among business leaders for candidates and employees with AI skills.
A majority, 66%said they would not consider hiring candidates without AI skills.
Further away, 71% expressed a preference for less experienced job seekers with AI skills over more seasoned professionals without this expertise.
This trend was pronounced in creative fields like marketing and design.
Michael Platt, professor of neuroscience at the Wharton School, says in the report:
“AI is redefining what it means to be a competitive marketer in today’s digital landscape. Professionals who can effectively integrate AI into their work position themselves as invaluable assets to their organization.
The report states that early-career marketers who develop AI skills could benefit significantly.
77% Executives said employees who can leverage AI will be given greater responsibilities earlier in their careers than their peers without AI skills.
The AI arms race for top marketing talent
LinkedIn data shows that job postings highlighting AI tools and applications have seen an increase in 17% increased growth of applications compared to those that do not mention AI.
In addition, 54% of early-career employees cited access to AI technologies as a key factor influencing their choice of employer.
Organizations that provide AI training and support to their marketing teams likely have an advantage in attracting top talent.
Why SEJ cares
Widespread adoption of AI in marketing signifies a shift in the skills and capabilities needed to succeed in this rapidly evolving industry.
As AI transforms marketing approaches, professionals who fail to adapt risk being left behind.
The findings of the annual 2024 Work Trend Index report are relevant to marketing professionals at all levels. They demonstrate that mastery of AI is necessary for professional advancement and competitiveness in the job market.
Additionally, the report highlights the role of businesses in fostering an AI-driven culture.
Companies that invest in AI tools, training and employee support will be better positioned to attract and retain top talent, drive innovation and achieve better results.
How this can help you
For marketers to succeed in the AI era, the report suggests:
- Prioritize AI skills development through courses, workshops, training programs, and by collaborating with AI practitioners to gain hands-on experience.
- Embrace experimentation with new AI tools and techniques, integrating them into daily workflows to improve efficiency.
- Actively share AI knowledge with your colleagues to foster a culture of knowledge sharing and drive AI adoption within the organization.
- Highlight AI capabilities during the job search by demonstrating successful use of AI to drive results in previous roles.
- Choose employers committed to AI adoption that provide access to cutting-edge AI tools and support lifelong learning.
These recommendations can help you sustain your career and advance in an increasingly competitive field.
Featured image: eamesBot/Shutterstock
