By Lucy Marino, Executive Director, Marketing and Creative, Robert HalfThe speed of progress in generative AI is striking. When considering generative AI for marketing and creative teams, fast-moving advancements present both opportunities and challenges. How can you equip your team to explore and leverage generative AI effectively? What steps can you take to ensure your organization stays competitive in developing talent as gen AI technology progresses? How can you build and maintain gen AI literacy among employees?
To set the stage, let’s first look at some common uses for gen AI among marketing and creative teams. Robert Half research shows more than 4 in 10 managers in these fields report using — or planning to use — it for:1. Data analysis and reporting (47%): Tools like OpenAI’s ChatGPT can generate insightful reports in natural language and analyze complex datasets. This allows marketers to quickly draw useful conclusions from vast amounts of customer data, campaign metrics and market trends.2. Email marketing (44%): Gen AI can craft email subject lines and body copy tailored to individual recipients. Some specialized marketing tools can generate multiple versions of a message and automatically test which ones get the most opens, clicks or responses.3. Forecasting and predicting performance (43%): AI models are increasingly skilled at predicting future trends and outcomes. Tools like Google’s BigQuery ML or Amazon Forecast allow professionals to create sophisticated predictive models without extensive data science expertise. These generative AI tools for marketing and creative teams can forecast everything from campaign performance to customer lifetime value (the total worth of a customer to your business over the entire course of your relationship).4. Content creation (41%): While AI isn’t replacing human creativity, it’s becoming a valuable collaborator for content generation and brainstorming. Platforms like Claude and Google Gemini can help marketing and creative teams produce first drafts of blog posts, imagery and social media posts. This allows professionals to focus more on refining and strategizing rather than starting from scratch.
While some marketing and creative professionals were early adopters of generative AI tools, many are still trying to wrap their heads around it. What are some ways to get a clearer picture of your team’s AI literacy?Start by encouraging open conversations about gen AI use. Ask how people are using it or what concerns they have. Help address any worries by explaining how AI tools can boost human creativity and productivity when used appropriately. And discuss best practices for introducing gen AI it into current workstreams.Sharing industry trends can also help provide context and set expectations for training as you build AI literacy among your team members. For example, according to a survey of marketing and creative managers surveyed by Robert Half:52% are upskilling employees to bridge gaps69% are hiring candidates with different skills as a result of AI and automation advancements.This data shows AI is changing the roles of marketing and creative teams, not replacing them. This creates opportunities for professionals willing to adapt and grow their generative AI skills for work purposes.
After you’ve taken stock of your marketing and creative team’s gen AI know-how, it’s time to start filling in gaps with targeted upskilling. Here are a few key areas to focus on:1. AI-assisted data analysis: Train your team to use AI tools to dig into large datasets, spot trends and identify meaningful insights. This skill helps turn raw numbers into smart marketing strategies and fresh creative ideas.2. Prompt writing: This is the art of crafting specific instructions (known as “prompts”) for generative AI tools. For instance, instead of simply requesting, “Write a blog post about coffee,” a skilled prompter might ask, “Give me some ideas for a 500-word blog post about the health benefits of moderate coffee consumption, targeting busy professionals aged 30-45.”3. AI-enhanced design: Help your creatives harness AI-enhanced design software to whip up and refine concepts quickly. The goal is to use AI as a launchpad for creativity, not a stand-in for their artistic eye.4. Ethics and AI: As AI use grows, so do ethical concerns. Your team should understand issues like bias in AI, data privacy and the fact that current generative AI tools might sometimes “hallucinate” (i.e., invent) convincing-sounding facts.5. Tool-specific training: Provide hands-on training with the AI tools relevant to your field, whether ChatGPT for content ideation and creation or Midjourney for generating visual concepts.
As businesses increasingly embrace generative AI for marketing and creative departments, managers will need to ensure they have the right people and skills in place. Some roles that will become increasingly important include:1. Project managers who can smoothly integrate AI tools into day-to-day work, striking the right balance between automation and human ingenuity. These PMs should be comfortable supporting teams with AI-powered project management tools and have a knack for spotting where AI can make things faster without cutting corners on quality.2. Graphic designers who blend traditional design skills with gen AI capabilities. Look for individuals who can use AI to generate initial concepts, manipulate images or create variations of designs quickly while maintaining a keen eye for aesthetics and brand consistency.3. Copywriters who can harness AI writing tools to ramp up their productivity, generate ideas and optimize content for search while keeping your brand’s unique voice intact.4. Content strategists who can use AI tools for research, topic generation and trend analysis while still relying on their human expertise to craft compelling, audience-focused strategies.5. Digital marketing specialists who are comfortable with AI-powered analytics tools and can use AI to optimize campaigns across various channels. They should be able to interpret AI-generated insights and turn them into actionable marketing strategies.When recruiting for these roles, craft clear, specific job descriptions. Instead of using vague terms like “AI expert,” list the specific technologies, platforms or applications you use or plan to use so you can interview the right mix of candidates who are the most prepared to help you use generative AI for marketing and creative initiatives. Many professionals are eager to work with cutting-edge technology, which can be a strong selling point.In the fast-moving world of generative AI, practical experience often trumps formal education. Look beyond credentials and consider candidates who have worked with AI for work or personal projects. In interviews, ask about their learning processes and how they stay current with AI trends.So, are you ready to lead your marketing and creative team into the generative AI future? The time to start is now. The future of marketing and creativity is here, and it’s powered by the potent combination of human ingenuity and artificial intelligence.Follow Lucy Marino on LinkedIn.
Having trouble finding skilled talent? We can help.
