As technology continues to reshape the marketing world, one skill has emerged as the undeniable front-runner in shaping the future of the profession – AI literacy.
According to LinkedIn’s Marketing Skills on the Rise UK data, artificial intelligence expertise is the number one skill gaining traction among marketers, as businesses wrestle with how best to adopt emerging technologies and integrate them into daily workflows.
This shift is being measured across three core areas: the rate at which marketers are adding new skills to their LinkedIn profiles, the prevalence of these skills among recently hired professionals, and the growing demand for them in job postings.
Together, these metrics paint a clear picture – AI isn’t just influencing marketing; it’s transforming it.
The Weight of Change
Marketers are feeling the pressure. With 72% admitting they feel overwhelmed by how quickly their roles are changing, the speed of technological evolution is creating both excitement and anxiety.
Yet, despite this uncertainty, the fundamentals of marketing remain intact. It’s the tools and platforms that are shifting beneath our feet.
Already, 59% of marketers say they are actively using AI in their roles, while 54% believe it will significantly impact their work within the next 12 months. AI is no longer a futuristic concept – it’s becoming embedded in everyday operations, from content creation to campaign optimisation.
Growth, ROI and the Evolution of Leadership
Closely following AI literacy on the list of rising skills is expertise in revenue and growth strategies. With marketing teams increasingly under pressure to prove their value, it’s not surprising that skills focused on delivering return on investment are in high demand.
This growing focus on commercial results is also reshaping leadership structures. Titles such as Chief Growth Officer and Chief Revenue Officer are becoming more common across brands, reflecting a clear shift toward outcome-driven marketing leadership.
The marketing department is no longer seen as a cost centre but as a critical engine for growth.
Budgeting Smarter, Not Harder
Another area gaining traction is resource allocation and budget management. In a climate where every pound counts, marketers are being tasked with doing more with less – and proving the impact of every decision.
LinkedIn’s data shows that 90% of Chief Marketing Officers in the United Kingdom are prioritising ROI as a key driver of business success in 2025.
This focus demands not just creative thinking, but also strategic planning and financial acumen. Marketing professionals are now expected to align their activities closely with business goals, ensuring that every campaign is backed by a measurable outcome.
Strategy, Audience Insight and Community Engagement
Beyond growth and budgeting, a host of other strategic skills are on the rise.
Campaign planning, B2B marketing strategy, and community engagement have all seen increased demand, pointing to a broader trend: marketers need to be better connected to their audiences, more structured in their approach, and more capable of fostering long-term brand loyalty.
Consumer behaviour analysis is another key skill climbing the ranks. As customer journeys become more fragmented and competitive pressures rise, understanding how and why people buy is a vital advantage.
Performance Marketing in the Digital Era
Ecommerce SEO and data-driven decision-making round off LinkedIn’s list of top-growing skills.
These reflect the increasing importance of performance marketing in an online-first world. Marketers who can improve website visibility, analyse results in real time, and pivot campaigns based on actionable data will be at the forefront of growth.
As more businesses shift their focus to measurable outcomes, the ability to use data as a compass – rather than a rear-view mirror – has become a defining skill for marketers looking to scale.
Conclusion: The New Marketing Playbook
The latest LinkedIn data makes it clear: marketing is evolving fast, and the expectations are higher than ever. While the core principles of the craft remain steady, the way those principles are executed is undergoing a profound transformation.
Marketers who embrace AI, sharpen their commercial thinking, master strategic planning, and stay attuned to their audiences will thrive in this new environment.
The future of marketing belongs to those who can blend creativity with data, innovation with impact, and ambition with adaptability.
