Marketing Skill Shortages to Address in 2025

AI in Marketing: Evolution, Not Elimination

AI and automation are reshaping the marketing industry, fast. From ChatGPT drafting copy to Midjourney generating creative assets, these tools are changing how marketers work, think, and hire.

But is AI a threat to jobs, or an opportunity for growth?

What UK Marketers Really Think About AI

Surveys have been conducted on UK marketers across the UK, and here’s what they’re saying:

76% say AI helps speed up repetitive tasks, but still needs human creativity.
58% see AI as an opportunity, not a threat, marketers are learning to work alongside automation.
Only 34% feel fully confident in using AI tools, meaning AI skills are a hiring advantage.

The bottom line? AI isn’t replacing marketers, but it is changing the skills companies look for.

How AI Is Changing Marketing Job Roles

AI and automation are shifting marketing roles from execution to strategy.

The New “AI-Enhanced” Roles:

AI Content Strategist – Marketers who use AI to ideate and scale content while keeping messaging on-brand.
Marketing Automation Specialist – Experts in AI-powered tools for email marketing, chatbots, and personalisation.
AI-Powered Data Analyst – Professionals who can interpret AI-driven insights and optimise campaigns.
Creative AI Specialist – Combining human creativity with tools like Midjourney and Runway for content generation.

What’s Changing in Hiring?

Brands are now prioritising AI-savvy candidates, not just for technical roles, but across marketing teams.

Growing demand for:

Marketers who can use AI to enhance creativity, not replace it.
Professionals who understand AI ethics, bias, and strategy.
Adaptable talent who stay ahead of AI trends.

Decreasing demand for:

Purely executional roles that AI can automate (e.g., basic copywriting, data sorting).
Marketers who are resistant to AI adoption.

How to Stay Ahead in the AI-Powered Marketing Era

For businesses:

Hire for adaptability. Look for marketers who embrace AI as a tool rather than a threat.
Blend AI with human creativity. The best teams use AI to scale, not replace, strategic marketing efforts.

For marketers:

Upskill now. AI isn’t replacing jobs, but professionals who use it effectively will have the advantage.
Position yourself as AI-enhanced. Show employers how AI makes you a more effective marketer.

Need help hiring AI-savvy marketing talent? Or are you a marketer looking to future-proof your career? Let’s talk.