Discover the key skills to train your marketing teams in artificial intelligence and leverage automation today.

Why training marketing teams in AI has become urgent

Artificial intelligence (AI) is profoundly transforming the marketing profession.
According to The State of AI in Early 2024 by McKinsey & Company, 65% of organizations report using generative AI regularly in at least one business function, with marketing among the leading areas of adoption.
This revolution is far from a passing trend: it is reshaping how campaigns are created, analyzed, and executed.
Understanding how AI supports decision-making, segmentation, and creativity has become an essential strategic skill.
Training teams is now critical to avoid a growing divide between professionals who collaborate with AI—and those who are left behind.

The impact of artificial intelligence on marketing roles

1. Unprecedented workflow automation

AI marketing tools such as HubSpot AI or Jasper automate previously time-consuming tasks like brief generation, customer segmentation, email personalization, or report creation.
The result: significant time savings and greater message consistency.
This automation also extends to collaborative workflows: content validation, project tracking, and asset management can all be handled through collaborative platforms like MTM, which offer advanced features for version control, annotation, and coordination between creative teams.

2. Real-world marketing use cases

Predictive analytics: anticipating customer behaviors and market trends.
Generative AI: automated creation of content and visuals from prompts.
Workflow automation: reducing review and approval times.
Customer insights: detecting weak signals from CRM or social data.
According to McKinsey, 92% of companies plan to invest in generative AI within the next three years—clear evidence that AI training is becoming a strategic necessity, not an option.

The key skills to develop now

1. Understanding AI and data fundamentals

Marketers need a solid data culture—understanding how machine learning works, recognizing algorithmic bias, and grasping the logic behind generative models.
The goal isn’t to become data scientists, but to interpret AI outputs intelligently and use them to make smarter marketing decisions.

2. Mastering “prompt engineering”

Prompt engineering—the art of crafting effective prompts—has become a vital skill.
Knowing how to communicate with AI models, structure requests, and refine results helps generate creative, relevant, and actionable outputs.
It’s a hybrid skill combining analysis, strategy, and creativity.

3. Knowing the key marketing automation tools

Teams should familiarize themselves with the leading AI marketing and collaborative management tools:
HubSpot AI for campaign personalization,
Jasper AI for content generation,
Notion AI or ClickUp AI for planning and project documentation,
and collaborative platforms like MTM for coordinating, validating, and centralizing creative deliverables.
Combining these tools helps boost collective productivity and ensures strong alignment between marketing, creative, and production teams.

4. Developing “augmented” soft skills

AI doesn’t replace creativity, intuition, or emotional intelligence, it amplifies them.
Marketing leaders should encourage critical thinking about AI-generated results and foster a culture of experimentation, where learning from mistakes is seen as progress.
The most innovative strategies emerge where human intuition meets algorithmic precision.

Structuring an AI training program for marketing

1. Assessing the team’s AI maturity

Before investing, assess the team’s AI maturity: some already use simple automation tools, while others are just beginning to explore them.
An internal audit helps define a tailored learning path for each profile.

2. Building a progressive learning journey

Level 1: awareness of AI and its ethical implications.
Level 2: mastering marketing automation tools.
Level 3: integrating AI into collaborative workflows (Notion AI, etc.).
The most effective programs combine online learning, hands-on workshops, and peer collaboration, ensuring smooth and lasting adoption.

3. Measuring impact and adapting the strategy

AI training success can be measured through:
tool adoption rates,
reduced production time,
and improved quality of creative deliverables.
According to McKinsey & Company, structured integration of AI could increase marketing productivity by 5 to 15% of total marketing spend, primarily by optimizing content creation and campaign management.

The benefits of an “AI-ready” marketing team

Companies that invest in AI training report measurable gains in performance and operational coherence.
Increased productivity: McKinsey estimates that using generative AI tools in marketing can improve productivity by 5–15%.
Enhanced collaboration: connected workflows and shared dashboards streamline coordination and reduce errors.
Stimulated creativity: AI enables marketers to explore multiple creative directions faster, multiplying testing and innovation opportunities.
Improved brand consistency: centralization and version control on collaborative platforms like MTM ensure consistent messaging across all channels.
Training marketing teams in AI means preparing the organization for a culture of continuous adaptation, where technology amplifies human expertise without replacing it.

Conclusion: learning AI is preparing marketing for tomorrow

Learning artificial intelligence isn’t just about mastering new tools, it’s about adopting a new professional mindset.
This upskilling turns AI into a strategic partner, enhancing creativity, decision reliability, and execution speed.
By combining human intuition, critical thinking, and data-driven analysis, marketers become more agile and relevant in a fast-evolving environment.
Learning AI is not an endpoint but a continuous growth lever, enabling smarter, more responsible, and more human marketing.

FAQ: everything you need to know to effectively train your marketing teams in artificial intelligence

1. Why should marketers be trained in artificial intelligence?

Because AI is reshaping content creation, customer segmentation, and decision-making. Training ensures teams can leverage its potential without losing control.

2. What are the key skills in AI marketing?

Data literacy, mastery of AI tools, prompt engineering, critical thinking, and ethical awareness.

3. How can I choose the right AI training for my marketing team?

First, assess your team’s AI maturity, then combine online learning with practical workshops for best results.

4. Will AI replace marketing jobs?

No. It automates repetitive tasks but enhances creativity, strategic thinking, and human insight.

5. Which AI marketing tools should I start with?

HubSpot AI, Jasper AI, Notion AI, ClickUp AI.

Sources

McKinsey & Company — AI-Powered Marketing and Sales Reach New Heights (2024)
Harvard Professional Development — AI Will Shape the Future of Marketing (2024)
Digital Marketing Institute — 10 Eye-Opening AI Marketing Stats in 2025
Mandarine Academy — Training in AI: Skills to Develop for Smooth Adoption
BenchmarkEmail — Building an AI-Ready Marketing Team