LinkedIn’s Marketing Skills on the Rise UK data reveals that AI proficiency is now a top priority for marketers, who are adjusting to the evolving demands of their roles. The marketing sector is driven by the rapid integration of artificial intelligence into everyday practices.
AI Literacy Becomes Essential for Marketers
AI’s increasing presence in marketing is reshaping the way professionals approach their jobs, requiring a new set of skills to manage the fast-paced changes.
AI is fundamentally altering strategies, from automating content creation to refining targeting through machine learning.
Marketers must prioritise the skills to keep up with these advancements. However, adapting to this new reality isn’t easy. “The majority of marketers (72%) feel overwhelmed by how quickly their job is changing,” LinkedIn’s marketing jobs outlook data from last November reveals. The pressure to stay relevant in a tech-driven field is pushing professionals to invest in AI literacy.
The Growing Role of AI
AI’s influence on marketing is already widespread, with “most marketers (59%) already using AI in their jobs,” according to LinkedIn data. This number is expected to rise as more professionals recognise the technology’s potential. “(54%) of marketers believe AI will significantly impact how they work within the next year.”
The data also sheds light on how AI literacy is measured. LinkedIn tracks skill growth using three key metrics:
- Skill acquisition – the rate at which professionals add new skills to their profiles
- Hiring success – the prevalence of a skill among recently hired members
- Emerging demand – the increase in job postings requiring a specific skill
AI literacy scores highly across these categories, reflecting both employer demand and marketers’ efforts to upskill in response.
Other Fastest-Growing Marketing Skills
Marketing professionals are prioritising honing their knowledge about AI, but they’re also sharpening other crucial skills. Revenue and growth strategies have quickly ascended to the second most important area of focus, reflecting the heightened pressure to “prove ROI and support the bottom line.”
The rise of Chief Growth Officers and Chief Revenue Officers demonstrates a clear pivot toward leaders who can drive business expansion. Moreover, companies are now prioritising resource allocation and budget management to ensure their marketing investments are delivering the greatest possible impact.
Additional in-demand skills include:
- Campaign planning
- B2B marketing strategy
- Community engagement
- Consumer behaviour analysis
Each of these competencies aligns with broader industry trends, where data-driven decision-making and strategic investment take centre stage.
Marketing Leaders Prioritise ROI and Growth
The pressure to demonstrate marketing’s contribution to business growth is greater than ever. LinkedIn data indicates that “90% of CMOs in the UK are prioritising demonstrating a strong return on investment to drive business success in 2025.”
This emphasis on ROI is shaping marketing strategies, influencing budget decisions, and reinforcing the importance of AI-driven analytics.
Skills such as ecommerce SEO and data-driven decision marketing further illustrate this shift, as businesses look to digital strategies to generate measurable returns.
These skills not only support revenue growth but also ensure that marketing efforts remain aligned with broader business objectives.
AI-Driven and Data-Focused
AI literacy has become a must-have skill, shaping the future of marketing and setting successful professionals apart. Combined with expertise in data-driven decision-making and strategic growth, these skills are critical for staying competitive in an ever-changing market.
With AI’s rapid integration and the growing pressure to deliver results, it’s evident that those who focus on AI literacy and ROI-driven strategies will lead marketing innovation moving forward.