Building Next-Generation Marketing Teams Navigating the Role of AI and Emerging Digital Skills

Abstract

Emerging technologies like artificial intelligence (AI) and digital capabilities like analytics, automation, and content creation are driving today's evolving marketing landscape. Companies need to develop teams of next-generation marketers that can use these tools and expertise to produce more individualised, focused, and effective campaigns if they want to remain competitive and relevant. But understanding how AI fits into marketing and incorporating these new digital talents into tried-and-true methods can be challenging. This research paper aims to explore the challenges and opportunities of building next-generation marketing teams, with a focus on the role of AI and emerging digital skills. Through a comprehensive literature review and case studies of successful implementations, this paper will provide insights and recommendations for building effective and efficient marketing teams in the digital age.