{"slug": "adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles", "title": "Adobe and LinkedIn target AI skills gap in marketing roles", "summary": "Adobe and LinkedIn launched a free AI training program for marketers through LinkedIn Learning, offering role-specific courses in digital marketing, content creation, and data analytics. The initiative addresses a 113% year-over-year surge in job postings requiring AI literacy, yet only 4% of marketing professionals have added AI skills to their profiles. The program aims to help marketers use AI for audience segmentation, campaign development, and performance analysis.", "body_md": "# Adobe and LinkedIn target AI skills gap in marketing roles\n\nAdobe and LinkedIn have launched a new AI training programme for marketers as businesses accelerate their adoption of AI and demand for AI-skilled workers surges.\n\nTogether, the firms are rolling out a [free programme](https://fortune.com/2026/06/16/adobe-linkedin-ai-essentials-marketers-course-fortune-exclusive-job-upskilling/) through LinkedIn Learning, Fortune reported, offering role-specific courses covering digital marketing, content creation, social media, communications, data and analytics.\n\nThe launch comes as marketing emerges as one of the professions most exposed to AI disruption.\n\nAccording to LinkedIn, job postings requiring AI literacy have jumped 113 per cent year on year. Yet despite growing demand from employers, only four per cent of marketing professionals globally have added AI skills to their profiles.\n\nJessica Jensen, LinkedIn’s chief marketing officer, said AI had become “mission-critical” for marketers, with employers increasingly looking for workers who can combine traditional marketing skills with AI expertise.\n\nThe courses have been designed to help marketers use AI for audience segmentation, campaign development, creative production, message testing and performance analysis.\n\nRachel Thornton, Adobe’s chief marketing officer for enterprise, said: “The challenge is that AI is everywhere, but knowing how to learn it in meaningful ways is still difficult”.\n\n## AI skills becoming a hiring requirement\n\nThe announcement comes as employers place growing emphasis on AI skills across the labour market.\n\nA new analysis from PwC found that companies operating in AI-exposed sectors increasingly expect entry-level workers to possess skills previously associated with more experienced employees.\n\nThe consultancy’s annual AI jobs barometer, which analysed over one billion job ads worldwide, found the technology is reshaping expectations across a range of white-collar professions rather than replacing roles outright.\n\nResearch from Anthropic has meanwhile found that marketing specialists and market research analysts rank among the occupations most exposed to AI tools, with around 65 per cent of tasks potentially affected.\n\nDespite concerns over automation, OpenAI chief executive Sam Altman recently said he had been “pretty wrong” about the speed at which AI would replace entry-level white-collar jobs, adding that the feared “jobs apocalypse” had so far failed to materialise.\n\nInstead, employers are increasingly searching for workers who can combine AI fluency with human skills such as creativity and decision-making.\n\nThe UK government has also stepped up efforts to address skills shortages.\n\nLast week, ministers unveiled more than £200m in investment to boost AI adoption and workplace training, while Skills England launched new guidance to help employers upskill their staff.\n\nA report published by Skills England found that while 44 per cent of workplaces now use AI regularly, adoption remains uneven, and many businesses are struggling to unlock productivity gains because employees lack the skills and confidence to use the technology effectively.\n\nThe findings come as Britain’s wider jobs market remains under pressure, with [LinkedIn data published this month ](https://www.cityam.com/ai-is-not-killing-all-these-jobs-linkedin-boss-on-uk-hiring-slump/)showing hiring in London is down 32 per cent compared with pre-pandemic levels.\n\nMeanwhile, recruitment across the UK has fallen 24 per cent since 2019.", "url": "https://wpnews.pro/news/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles", "canonical_source": "https://www.cityam.com/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles/", "published_at": "2026-06-16 10:07:04+00:00", "updated_at": "2026-06-16 10:25:11.306498+00:00", "lang": "en", "topics": ["artificial-intelligence", "ai-tools", "ai-ethics", "ai-policy", "ai-research"], "entities": ["Adobe", "LinkedIn", "LinkedIn Learning", "Jessica Jensen", "Rachel Thornton", "PwC", "Anthropic", "Sam Altman"], "alternates": {"html": "https://wpnews.pro/news/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles", "markdown": "https://wpnews.pro/news/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles.md", "text": "https://wpnews.pro/news/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles.txt", "jsonld": "https://wpnews.pro/news/adobe-and-linkedin-target-ai-skills-gap-in-marketing-roles.jsonld"}}