AI, Talent & Trust Report

Whether you’re redefining strategy, building capability, or exploring how AI can augment human creativity, this report equips you with the foresight and guidance you need to lead effectively.

Artificial intelligence is no longer a future trend – it’s actively reshaping the way marketing and technology teams work, connect, and create today. From automating repetitive tasks to accelerating insight generation and enabling new forms of personalisation, AI is already changing how value is delivered across organisations.

The challenge for leaders is not simply adopting new tools, but understanding what this shift means for people, skills, roles, and long-term capability.

Evidence-based insights into AI’s impact on marketing roles and skills

This report goes beyond surface-level commentary. It provides practical insight into how AI is transforming roles and workflows across marketing and IT, what tasks are most likely to be automated or augmented, and where human expertise will become even more valuable.

It also explores the new capability demands emerging for modern teams – including AI literacy, governance, prompt engineering, strategic thinking, data interpretation, and ethical oversight.

What marketing leaders need to know

In a world where speed is increasing and complexity is rising, the ability to use AI responsibly and effectively will become a defining advantage for both individuals and organisations.

What’s changing across roles and responsibilities

AI is not simply replacing work – it is reshaping it. As automation increases, teams will need to shift focus toward higher-value thinking, stronger judgement, better storytelling, deeper customer understanding, and oversight of AI-supported outputs.

How to future-proof marketing capability in an AI-driven world

Importantly, the report is designed to support action. It helps leaders understand how to plan for capability uplift, where to prioritise investment in upskilling, and how to future-proof teams as AI tools evolve.

It also supports decision-making around workforce planning, organisational design and role evolution – ensuring teams are not only adopting AI, but building sustainable capability to lead through change.

Upskilling and reskilling for AI readiness

To stay competitive, teams will need targeted development across technical fluency, data confidence, ethical practice, and strategic capability – supported by clear training pathways and leadership alignment.