By Randi Weitzman, Executive Director, Technology and Marketing and Creative Talent Solutions for Permanent Placement, Robert HalfYou’ve heard the buzz: Generative AI is rewriting the rules for marketing and creative professionals. It’s not a passing trend — this technology is reshaping how we work, create and innovate. And it’s clear that getting on board by boosting your generative AI skills can help your career.But what exactly is generative AI? Sometimes called gen AI, it’s artificial intelligence that can create new content — text, images, even music — based on what it learns from existing data. Think of gen AI as your digital collaborator. It’s here to boost your productivity and output, not replace you. As the use of generative AI becomes more widespread, increasing your familiarity and skills with this emerging tool is a natural step in taking your marketing and creative career to the next level.How does it work? Let’s look at some examples:Marketers: Want catchy email subject lines? Gen AI can draft dozens in seconds. But that’s just the start. AI tools can analyze your audience’s preferences, optimize send times and even predict which messages will resonate best.Designers: Need fresh concepts? AI can generate visual inspiration quickly. It can also help you explore color palettes, produce mockups and assist with layout.All creatives: Want to tailor content for different audiences? Generative AI can help you do it at scale. From translations to tone adjustments, AI tools can adapt your work for various demographics and platforms.According to a Robert Half survey of more than 2,500 workers in the U.S., 41% believe generative AI will have a positive impact on their career.
In today’s job market, standing out is vital. Gen AI proficiency is becoming a factor that sets marketing and creative candidates apart.A recent survey by Robert Half shows some interesting trends:69% of marketing and creative managers say advancements in AI and automation are reshaping the skills they need30% are bringing in contract or consulting professionals for AI projectsClearly, developing gen AI skills and proficiency could catch a hiring manager’s eye, regardless of your specialty. But it’s also about spending less time on repetitive tasks like basic image editing or data crunching and more time on strategic and creative activities. That’s what AI can bring to your work, starting now.
Let’s break down the essential gen AI skills you can develop to help make you a more marketable job candidate.First: understanding gen AI tools. Each platform has its strengths, from ChatGPT and Claude for content creation to Midjourney and Runway for video and design. Many of these tools offer free versions, allowing you to experiment at your leisure and figure out which are most helpful. (Before downloading and using new software on your work computer, remember to check with your manager and IT department to ask about any AI guidelines.)Next, let’s talk about prompt engineering. It’s a fancy term for a simple idea: learning to talk to AI. Here’s an easy tip to remember when honing your generative AI skills: the better your prompts, the better your results. Take marketing emails, for instance. A vague prompt like “Write an email about our sale” might give you generic results. However, a detailed prompt such as “Draft an email for our loyal customers about our summer sale, highlighting our top-selling beach accessories and using a friendly, energetic tone” is more likely to deliver good output. The key is being specific about your audience, goal and style.Finally, the ability to apply ethical considerations throughout the process will only grow in importance as a key generative AI skill. As AI gets smarter, we need to be smarter about how we use it. An ethical approach includes fact-checking AI-generated content every time you publish so you’re not inadvertently spreading inaccuracies or outright errors. Accuracy and authenticity matter, and one way to develop in-demand generative AI skills in the marketing and creative fields is to embrace your role as a responsible human professional, steering AI and catching any slipups.
Let’s picture how a marketing and creative team might use gen AI for a project. Imagine fictional company Sunshine Juice wants to launch a new line of organic smoothies. The copywriter kicks things off by tapping ChatGPT to brainstorm taglines. After a few prompts about “organic, energizing and natural flavors,” they get “Sip the Sunshine” — perfect for their brand.Next up is the digital marketer. They use Gemini to dissect past campaigns and customer data. The AI-driven insights reveal that their target audience loves Instagram and places high value on eco-friendly packaging. Armed with this intelligence, the marketer shapes the team’s strategy.
Now the graphic designer jumps in, using Midjourney to generate mood boards. After tweaking their chosen prompts, the designer creates visuals that blend tropical fruits with sunrise colors. These inspire the final designs.
Bringing it all together, the team’s email marketer employs Mailchimp’s AI-powered Customer Journey Builder to segment their customer list based on past purchases and engagement. This allows for the creation of personalized email campaigns tailored to each audience’s preferences and behaviors.
Finally, the team uses an AI ethics checklist to ensure their campaign is accurate, honest and free of accidental plagiarism. And they state the source of any AI-generated content included.
The result? A creative, data-driven and ethical campaign. By combining their creativity and skills with AI tools, the team delivered something unique for Sunshine Juice.
The AI world moves fast. Here are five ways to keep up with it and enhance your gen AI skills in the process:1. Follow AI trailblazers in your field: Keep tabs on marketing and creative pros using AI in innovative ways. For instance, check out how top ad agencies are incorporating AI for their campaigns. Their successes (and missteps) can teach you a lot.2. Join online AI communities for creatives: Platforms like Reddit’s r/artificial or LinkedIn groups dedicated to AI in marketing are goldmines of information. Engage in discussions, ask questions and share your own experiences.3. Join AI-focused marketing webinars: Many marketing platforms now offer AI-focused sessions, which often include case studies of real campaigns. It’s a great way to see how others in your field apply AI practically.4. Start a monthly AI challenge: Invite colleagues to use AI to create social media content or conduct market research — responsibly of course. It’s a fun way to develop new skills together.5. Remix open-source AI models for specific tasks: Platforms like Hugging Face offer marketing-specific models. Try using one to analyze customer feedback or generate product descriptions. It’s hands-on learning that directly applies to your work.Generative AI isn’t just changing the game — it’s creating a whole new playbook for marketers and creatives. The possibilities are endless, but the key player is still you. Your unique vision, combined with AI’s power, can create something truly exceptional.Explore Robert Half’s marketing and creative jobs today.
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