Develop your AI generative marketing skills: MarTech training and skills development

This is the 6th article in a series on the impact of generative AI on marketing..

We are experiencing a huge paradigm shift as generative AI disrupts the way we access, consume and create content. Consumers and businesses now have access to the most powerful toolset ever created. These tools will radically change the way we interact with technology and require us all to learn a new set of skills to thrive.

The proliferation and volatility of digital channels over the past few decades have required marketers to continually evolve their strategies and tactics if they want to stay relevant. The shift from network television to cable, the Internet, streaming entertainment and social media has had a tremendous impact on marketing organizations of all sizes.

However, I believe these changes will be overshadowed by the impact of generative AI on our industry. It’s about more than AI tools that will save us time – much more – it’s about enabling our audiences to navigate data and content in a whole new way. We need to understand the psychological implications of conversational AI companions like Microsoft’s Copilot, hyper-realistic AI-enhanced avatars like those in the Apple Vision Pro, and the ability of generative AI to create lifelike images of anyone who does (and says) anything.

Houston we have a problem

These radical changes that are already part of our daily personal and professional lives present several challenges for individuals and organizations. Keeping up to date with the latest AI tools is almost impossible, as sites such as There’s an AI for that currently hosts over 12,000 new AI applications.

Tech giants like Microsoft and Google are integrating generative AI into their current offerings with daily updates. These continued AI updates have left marketers scrambling to find reliable and relevant AI marketing education and training resources. The AI ​​Marketing Institute recently reported This lack of education and training was the main barrier to adopting AI for marketing.

Corporations and businesses of all sizes are not in better shape. Evolving legal issues surrounding generative AI and data security fears have slowed organizations from adopting AI or offering AI training to their employees. Most companies do not have an AI policy in place and only about one in five companies train employees on the appropriate use of AI, according to The State of Muckrack AI in PR 2024 report.

While this gap in AI training and policy is temporary, it requires savvy marketers and marketing teams to find their own training and development resources. While there is no shortage of AI marketing content on the airwaves, finding the most current and reliable relevant information for your specific role can be difficult.

Below, I’ve put together several resources to help marketers and marketing team leaders better navigate generative AI training and education. While this is not an exhaustive list, I have included some of the resources that I have found most valuable.

Dig Deeper: How to assess your organization’s AI readiness with the 5P framework

Know before you go

When you’re looking for training resources to help you or your team better understand AI for marketing. There are a few key factors to keep in mind:

When was the training content created and is it up to date?

AI technology is evolving at the speed of light and what might have been relevant a few weeks ago is now outdated. The AI ​​tools landscape is volatile, with new capabilities and platforms launching daily. This makes it extremely difficult for more traditional programs to offer “up-to-date” training. Look for programs that are constantly updated and aren’t a few months old.

Is it focused on marketing applications of generative AI?

Many training programs exist, but not all focus on generative AI for marketing. Make sure that whatever course or training material you choose, it contains information relevant to your role within the marketing industry.

Does the training align with your organization’s AI strategy?

If your company has been working on an AI strategy and shared its vision for how AI can benefit your team, then you are well-positioned to start organizing relevant resources. However, if your company is like most and does not have an AI strategy, you may want to follow the exercises outlined in my recent article on how to create a basic AI strategy for your organization before investing in training resources.

Below, I’ve selected a few AI marketing training options in hopes of encouraging you to give it a try. There are options for every budget and I am convinced that the best way to understand the monumental changes that are rapidly approaching is to engage with the AI ​​machine. ourselves.

The resources below focus on AI for business; However, I also recommend using consumer-facing AI tools like Copilot mobile application. There’s no better way to understand the psychology of your target audiences than to put yourself in their shoes, technologically.

Dig Deeper: How large holding companies manage genAI

Degree and Certificate Programs

If you’re looking for a program that might have some credibility, several top business schools across the country have established AI-focused programs. These programs are not specifically aimed at marketing professionals, but include professional training that would be relevant to our profession.

While the cost of these programs is not as affordable as some of the other options on this list, I think there is a case to be made for your employer to cover the costs of this training.

Online course

Less formal online courses and programs offer many options specifically aimed at marketers. These options can allow for more in-depth training based on specific marketing roles and tasks. It is also much easier to update these online courses because there are no program regulations or committees to stand in the way.

I highly recommend the AI ​​Marketing Institute as a great resource for the latest AI marketing news. They have been an industry-leading resource from my years at Intel that I return to again and again.

I also recommend the Coursera Prompt Engineering for ChatGPT course because it offers an easy-to-understand approach to creating advanced prompts.

Blogs, events and newsletters

By far the most nimble category on this list, newsletters, live events, and blogs are the best way to get up-to-the-minute information. These AI-focused resources are just a few of my favorites. Please feel free to share your go-to resources with me on LinkedIn, as I’m always looking for new posts.