The 2025 AMA Marketing Skills Report identifies the skills required to thrive as a marketer today and in the future. Based on a survey of 1,200+ marketers, over 450 job postings and interviews with industry experts, this report lays out the new realities shaping the field of marketing—including the AI transformation, shifting consumer expectations and unprecedented changes to marketing channels—as well as the skills marketers will need to stay ahead.
Highlights
- In this age of automation, marketers who want to stay competitive should not lose sight of the importance of “human” skills—especially communication, innovation and adaptability.
- When it comes to job-specific skills, the largest current competency gaps are in digital marketing, data and analytics, proving ROI and data privacy and compliance. These are areas where marketers are not fully equipped to meet the demands of their roles today.
- Marketers report a high level of uncertainty about how skills related to technology and channels will change over the coming years. This volatility is most apparent in AI, data privacy, search and social media.
- Gen AI is the top rated future skill, with 43% of survey respondents predicting it will become more important in five years.
- Data privacy is quickly rising in importance as a skill for marketers, driven by a wave of comprehensive state-based regulations and mounting consumer pressure.
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