Adobe and LinkedIn Launch Marketing Skills Training

According to the LinkedIn Economic Graph, AI skills are the number one area of focus for marketing professionals today – with the share of marketing job postings requiring AI literacy skills more than doubling year-over-year. 

To help better prepare the marketing workforce for these AI-led changes, Adobe and LinkedIn have announced a partnership to deliver AI essentials for marketers.

Courses are designed for individuals at any stage of their career journey and feature short-form, social-first learning formats to encourage flexible learning alongside daily workflows. 

“Marketers everywhere are eager to embrace AI but need the right skills to do it with confidence,” says Rachel Thornton, Chief Marketing Officer of Adobe Enterprise.

“AI Essentials for Marketers is about more than mastering new tools; it’s about reimagining what creativity, marketing strategy and customer relationships look like in an AI-powered era.

“Through Adobe and LinkedIn’s partnership, marketers can now access hundreds of hours of content, training, videos and expertise from a global community of marketers and technologists who are using and shaping AI and marketing tools and products. 

“Training and re-skilling are top of mind for CMOs and at Adobe we are excited to partner with LinkedIn to make it easier and faster for teams to learn and train on what’s next for marketing, creativity and AI.”

Building practical marketing knowledge

The AI Essentials for Marketers initiative builds on prior commitments made by Adobe through its Digital Academy, which looks to “foster a diverse and inclusive workforce,” through modern apprenticeships. 

This programme will include four role-based courses, available in 47 languages, and will span key, in-demand marketing functions that have been based on LinkedIn’s economic graph data and designed by brand works. 

Learners will cover subjects such as digital marketing, content and creative, social and communications and data analytics, and gain practical knowledge through expert insights, real-world customer case studies and marketing research conducted by Adobe and LinkedIn.

“Together with Adobe, we’re helping make AI skills accessible to every marketer – not just technical specialists – through scalable, practical learning designed for the realities of modern work,” says Jessica Jensen, Chief Marketing Officer of LinkedIn. 

Are marketing jobs at risk?

Marketing roles are being significantly impacted by developments in AI, with Anthropic's Labour Market Impacts Report finding that nearly two thirds of tasks performed by marketing professionals are at risk of being automated. 

The report found that 64.8% of marketing tasks are likely to be replaceable by AI, and ranked market research analysts and marketing specialists at fifth place in a list of 800 roles at risk of AI job displacement.

However, Daniela Amodei, President and Co-Founder of Anthropic, has previously said that she believes that employees in industries impacted by AI such as marketing should prioritise the development of soft skills – such as communication, teamwork and problem-solving – will become more useful as people have to collaborate more with AI. 

She told ABC News: “I continue to believe that humans plus AI together actually create more meaningful work, more challenging work, more interesting work, high-productivity jobs. 

“And then I think it will also open the aperture to a lot of access and opportunity for many people.”