Adobe and LinkedIn Launch Free AI Skills Program for Marketing Professionals
Adobe and LinkedIn have partnered to introduce "AI Essentials for Marketers," a new program offering free courses via LinkedIn Learning. The initiative is designed to equip marketing professionals with critical AI skills, addressing a growing demand for AI literacy in job postings compared to the current low adoption rate among marketers. This program aims to bridge the skill gap and prepare the industry for AI-driven changes.
Adobe and LinkedIn have jointly announced the launch of a new educational initiative, "AI Essentials for Marketers." This program consists of free courses designed to teach marketing professionals how to effectively utilize artificial intelligence (AI) in their roles.
The collaboration addresses a significant disparity within the marketing industry, where job postings requiring AI literacy have more than doubled, increasing by 113% year-over-year on LinkedIn. In contrast, only 4% of marketing professionals globally have added AI skills to their profiles, indicating a notable skill gap.
The "AI Essentials for Marketers" program will be hosted on LinkedIn Learning and offers four distinct learning paths upon launch. These paths are tailored to specific roles: digital marketing, content and creative, social and communications, and data and analytics. Each path is designed to be completed within two to three hours.
According to Jessica Jensen, LinkedIn’s chief marketing officer, the courses will focus on providing AI skills relevant to areas such as audience segmentation, message testing, campaign building, creative development, and ROI analytics. Rachel Thornton, chief marketing officer for enterprise at Adobe, emphasized that while AI is pervasive, accessible and meaningful learning resources are crucial.
AI is significantly impacting the marketing landscape, with tasks like developing marketing plans and conducting market research now achievable in a fraction of the time they once took. A report from Anthropic indicates that market research analysts and marketing specialists face approximately 65% exposure to AI in their tasks. Both Adobe and LinkedIn executives underscore the importance of adaptability and hands-on experimentation for marketers to thrive in this evolving environment.
According to Fortune, the shift has led some firms, including LinkedIn, to adjust marketing budgets, contributing to layoffs within the sector. Adobe has also experienced changes, with its long-time CEO Shantanu Narayen announcing his departure and CFO Dan Durn also leaving the company. Adobe's stock is reportedly down over 35% year-to-date. (Source: Fortune)
