Marketers in the UK are about to get a boost with the launch of a free AI training programme from Adobe and LinkedIn. The move comes as employers demand more AI-literate staff, but also highlights a glaring mismatch: only 4% of marketing professionals globally have added AI skills to their profiles – despite job postings requiring AI literacy soaring by 113% year-on-year.
The programme offers role-specific courses covering digital marketing, content creation, social media, communications, data, and analytics. By mastering these areas with AI in mind, marketers will be able to use it for audience segmentation, campaign development, creative production, message testing, and performance analysis – skills that are increasingly essential in the industry.
Employers are driving demand for AI skills, but there's a catch: companies operating in AI-exposed sectors expect entry-level workers to have skills previously reserved for more experienced employees. This shift is reflected in a new PwC analysis, which highlights the growing emphasis on AI literacy across the labour market.
The UK government has also waded into the fray with over £200m in investment to boost AI adoption and workplace training. Meanwhile, Skills England has launched new guidance for employers looking to upskill their staff. Adobe and LinkedIn's initiative is a key step forward in addressing the skills gap – and by offering it free on LinkedIn Learning, they're making AI training accessible to all.
With this programme, marketers will be able to thrive in an increasingly AI-driven industry. By providing the tools and knowledge they need to succeed, Adobe and LinkedIn are helping to bridge the gap between employers' demands and employees' capabilities.