Science & Tech · AI · 2 hrs ago
AI use grows in marketing, while human skills remain valued
A 2026 study of data-driven marketing found that 70% of the sector uses AI for marketing work.
Two-thirds of respondents expect AI to fundamentally change their jobs within three years.
Communication, teamwork, creativity and strategic thinking remain among the most valued skills.
The study also found that the share of organizations with AI policies rose from 54% to 66%.
At the same time, 42% of respondents sometimes or regularly use their own or free AI tools alongside official tools.
This means organizations face the challenge of giving staff room to experiment while setting clear rules.
Managers are advised to help teams explore AI safely and discuss how roles and responsibilities may change.
The 2026 Data-Driven Marketing Research found that 70% of marketing-sector respondents use AI for marketing activities.
Two-thirds, or 66%, expect AI to fundamentally change their own role and work within three years.
Communication, collaboration, creativity and strategic thinking remain among the most valued skills.
The share of organizations with AI policies rose from 54% to 66%.
Some employees also use their own or free AI tools alongside official tools.
- Who
- Marketing professionals and organizations surveyed in the 2026 Data-Driven Marketing Research.
- What
- The research found growing AI use in marketing, while human skills remain highly valued.
- When
- The article was published on October 12, 2026. The research is for 2026.
- Where
- Not stated.
- Why
- Not stated.
This story does not have two clearly opposing sides.
80% of what I do is below my neck
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- AI use
- 70% of the marketing sector uses AI for marketing activities
- Expected change
- 66% expect AI to fundamentally change their work within three years
- AI policies
- The share of organizations with AI policies rose from 54% to 66%
- Unofficial tools
- 42% sometimes or regularly use their own or free AI tools alongside official tools
- Valued skills
- Communication 36%; collaboration 34%; creativity 33%; strategic thinking 33%
Sources
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