Capabilities That Marketers Need

Every marketer must upgrade their role to match AI-powered workflows. This shift is less about replacement and more about new capabilities.

Five core skills are mandatory across all roles: Systems thinking — breaking problems into inputs, logic, and outputs. Workflow literacy — understanding how tools and processes connect, and where automation fits. Creative direction — guiding and refining AI outputs with taste and context. Interpretation and feedback — applying judgment to improve both AI results and human work. Human–AI collaboration — knowing what to delegate to AI and when to take control.

These skills are best learned through practice and rituals, not just courses: prompt journals, workflow mapping, group review of AI outputs, and feedback sessions.

Hiring should prioritize candidates who already demonstrate these skills. Fear of change can be coached — skepticism without willingness to adapt cannot.

The outcome: teams move from doers to designers, scaling impact without burnout.