Equip yourself for the future: soft skills to fully leverage Generative AI

I have observed the rapidly evolving landscape of marketing, and generative AI has definitely emerged as a transformative force. Starting from supporting the creation of personalized content to analyzing consumer behavior, the potential applications are vast.

In my recent articles I have cited several ways Marketing and Sales can benefit from integrated AI in current (and new) processes. But, as marketers strive to harness these capabilities, it’s crucial to identify the key skills—both soft and technical—that will empower us to fully leverage AI tools.

I recently came across an article suggested by one of my former mentors and now Executive Vice President and Professor at ESCP Business School Francesco Rattalino The article mentioned some of the most requested Power Skills (the new name for soft skills according to the US analyst Josh Bershin): It emerged that #Curiosity, #Continuous learning, #Critical Sensibility, Cultural intelligence and Diversity recognition will be the most requested soft skills for the future, so I tried to figure out how they apply to my profession in a moment where AI is changing the game everyday.

I believe those will be important of course, but besides those skills – and of course the “old school Marketing skills” there are some emerging ones that marketers should develop to thrive in this AI-driven era. I will also try to forecast some of the long-term needs of enterprise companies as technologies evolve at an unprecedented pace.

Let’s Start

Generative AI refers to algorithms that can create text, images, audio, and more based on input data. The outcomes for marketers, are automating content creation, enhancing customer engagement, and streamlining campaigns. As the technology continues to advance, marketers need to adapt to stay competitive.

Alongside with a number of techcnical skills that include a much deeper?understanding of data , better analysis and capabilities in data visualization and – for the youngest generations of marketers -some basic programming to help marketers manipulate data and leverage AI algorithms, there are 3 areas of proficiency that marketers can develop.

First of all a new set of tools is on its way to be largely adopted and are becoming standard. AI Tools Proficiency is therefore one of the direction I’d recommend to develop to maximize personal effectiveness and efficiency. Every professional will be more and more identified as a “bundle with its GenAI Companions”: As professional our “equipment” in terms of capability to activate various digital co-pilots will increase our value as workers and overall the value for our employers. For this reason key areas of proficiency include content generation tools (familiarity with platforms like ChatGPT or Jasper for creating compelling copy), SEO Optimization Tools (tools like Clearscope or Surfer SEO that use AI to enhance content visibility) and Predictive Analytics Tools: (platforms like Salesforce Einstein or Google Analytics that provide insights into customer behavior).

Secondly, understanding machine learning Basics is a must. Like for myself not every marketer needs to become a data scientist, but a fundamental understanding of machine learning concepts can be incredibly beneficial. Here are 2 ML basics that will anyway equip a professional to “stay in the room” with the right level of knowledge and exit form the meeting with the right level of understanding.

The first is Knowing how different algorithms operate (also defined? as Supervised vs. Unsupervised Learning). This can inform how marketers tailor campaigns. Read more in this article .?

The second is understanding how machines interpret and generate human language for content-focused marketers. Understanding NLP helps them optimize communication, enhance personalization, and improve SEO by aligning content with their audience intent.

Finally the ability to design, execute, and analyze A/B tests is vital in an AI-driven marketing landscape.

Marketers should understand statistical significance, utilize AI tools for dynamic testing of various elements of a campaign, such as subject lines, call-to-action buttons, or landing pages. Google Optimize, convert.com , Unbounce or Optimizely are some examples, as a bonus here is a great list of free A/B testing tools to start testing.

Which 4 soft skills are the most valuable?

Well, my favourite one is Adaptability - the AI landscape is constantly evolving, requiring marketers to be flexible and open to new tools and methodologies. Those who can quickly adapt to changes in technology and market dynamics will have a competitive edge.

On the other side Generative AI can produce content, but creativity remains a uniquely human trait. Marketers should cultivate stronger Storytelling Abilities in order to be able to Craft compelling narratives that resonate with target audiences and Concept Development, by innovating new campaign ideas that integrate AI insights with brand values.

As AI tools are integrated into marketing strategies, collaboration across departments becomes essential. Marketers should a) communicate effectively, articulating insights gained from data analysis to stakeholders and team members; b) work cross-functionally as data scientists, IT, and sales teams need to be deeply involved to align marketing initiatives with overall business goals.

The last skill that is emerging is understanding consumer emotions and motivations. This is crucial, especially when using AI to analyze data. The ability to recognize and respond to consumer needs and build genuine connections leveraging AI insights will make the difference.

A possible short-mid- long term approach for organizations.

The short term: solving the skill gap- In one of my recent articles I was highlighting how relevant the skill gap will become. This is a fundamental element of the equation for Enterprises and organizations to fully benefit from AI. The issue is that it takes time to bring employees onboard. Nevertheless, in the immediate future, enterprise companies will need to prioritize training programs, and start implementing workshops and training sessions focused on AI tools and data literacy to ensure marketing teams are equipped with the necessary skills. This needs to be aligned with investment in technology. Marketers and their IT partners will need to identify and acquire user-friendly AI tools that can be easily integrated into existing workflows.

The mid term: integration- As AI technologies mature,the use of AI needs to become integrated and pervasive. For this reasons a cultural change needs to be ignited across the organization, by creating teams that combine marketing, data analysis, and IT expertise to foster innovation and effective use of AI.

AI-generated insights can be used to develop new strategies and end to end processes ?that drive better and more personalized customer experiences.

Looking further ahead, organizations will need to focus on the ethical use of AI Establishing guidelines for the ethical use of AI in marketing to build trust with consumers and comply with regulations. And re iterate the approach as technologies evolve by encouraging a culture of lifelong learning where marketing professionals stay updated on AI advancements and continuously improve their skill sets.

Start equipping yourself !

Everyday new generative AI tools continue to reshape the marketing landscape. There are some technical and soft skills that can make it simpler for marketers to fully leverage these new technologies. By developing data literacy, mastering AI tools, and fostering creativity and adaptability, they can enhance their effectiveness and be better professionals. On the other side Organizations need to invest in training, technology, and ethical guidelines to navigate this change and be successful.

What are you doing as a marketer to enhance your skills and what is your Company doing to help you leverage the AI opportunity?