Marketing is entering a sharp AI-driven divide.
Job postings requiring AI literacy have more than doubled year-over-year, up 113% on LinkedIn, while just 4% of marketing professionals globally have added AI skills to their profiles—an imbalance that is quickly becoming one of the industry’s defining tensions.
That disconnect is sending alarm bells ringing for Rachel Thornton, chief marketing officer for enterprise at Adobe. With nearly three decades in the industry, including leadership roles at Amazon, Salesforce, Cisco, and Microsoft, she says this moment with AI feels fundamentally different. Many marketers are aware their profession is at a major inflection point, but they’re still searching for how to translate that awareness into day-to-day execution.
“The challenge is that AI is everywhere, but knowing how to learn it in meaningful ways is still difficult,” she told Fortune.
Now, Adobe and LinkedIn are moving to close that gap. In a Fortune exclusive, the companies are announcing a new “AI Essentials for Marketers” program, a set of free courses designed for marketing professionals. Four learning paths, based on specific roles, will be available at launch on LinkedIn Learning: digital marketing, content and creative, social and communications, and data and analytics. Each path is designed to be complete in two to three hours.
According to Jessica Jensen, LinkedIn’s chief marketing officer, the course will provide learners with the AI skills employers are looking for within areas like audience segmentation, message testing, campaign building, creative development, and ROI analytics.
“It’s mission-critical that all marketers embrace AI,” Jensen told Fortune.
Adobe and LinkedIn haven’t been immune to AI-related headwinds
The stakes for upskilling in marketing couldn’t be higher. Artificial intelligence is triggering one of the most significant reckonings the industry has faced in decades. Tasks like building marketing plans, generating creative assets, and conducting market research—which once could take weeks—can now be completed in hours or even minutes.
According to a report from Anthropic, the tasks of market research analysts and marketing specialists are exposed by some 65% to AI. Just behind computer programmers and customer service representatives—professions that have faced major headwinds.
The shift is also reshaping how companies think about marketing talent and spend. In some cases, firms—including LinkedIn—have pulled back on marketing budgets, contributing to layoffs across the sector.
Adobe, the company known for consumer creative products like Photoshop and Illustrator, has similarly faced headwinds as pressure mounts to deliver on AI. In March, the company’s long-time CEO Shantanu Narayen announced he would leave the company after a successor was named. Last week, the company’s CFO Dan Durn announced he was also leaving. Adobe’s stock is down over 35% year-to-date.
Marketing professionals aren’t doomed—as long as they are willing to adapt, according to Adobe and LinkedIn execs
Even amid AI-related headwinds, Thornton and Jensen remain bullish on marketing as a profession—if practitioners can adapt.
For Thornton, those who will be best equipped for success are those who can see the writing on the wall and “look around corners,” meaning if change is afoot in the broader business community, they stay ahead of it.
“People who are excited, people who are energized about change, people who are excited about looking around corners, people who can work well in a little bit of ambiguity—I think those types of skill sets are going to serve any grad, or really anyone, really well,” Thornton said.
It’s a view Jensen echoed: those who don’t sit on the sidelines of change will be best equipped for the future. And when it comes to AI skills in particular, she said be prepared to show—not tell—your abilities.
“Get your hands dirty. Experiment. Create. Build agents. Learn how AI actually works, not just how it’s talked about,” Jensen said. “And be prepared to show in a job interview real examples of how you’re using AI. It’s about showing what you can build with AI, and that you have great human creativity and judgement.”
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