Navigating the AI Revolution: Tools and Skills Transforming Marketing Practices

This study explores the specific AI tools used by marketing professionals, their applications, and the subsequent impact on the skills needed in the AI era. The aim is to understand how these tools are integrated into marketing tasks and the evolving set of skills required for professionals in this field. The study uses a qualitative exploratory method with semi-structured interviews of twelve marketing professionals, selected for their varying expertise in AI tools. Interpretive content analysis was conducted to identify patterns and themes in AI tool usage and required skills.The study reveals that AI tools boost efficiency and creativity in marketing. Entry-level professionals focus on content creation and data analysis, while senior professionals leverage AI for strategic planning and data-driven decisions. The rapid evolution of AI demands for continuous learning and adaptation. Additionally, concerns about job displacement underscore the importance of cultivating human skills that complement AI capabilities. A limitation of this study is its cross-sectional design, which captures current practices but does not address the long-term evolution of AI's impact. Future research could use a longitudinal approach to explore these changes over time.Marketing professionals should focus on integrating AI tools in a way that enhances their unique human capabilities, such as creativity, empathy, and critical thinking. Continuous education and upskilling are essential to remain competitive in the AI-enhanced marketing landscape. This study provides valuable insights into the practical application of AI tools in marketing and highlights the evolving skill set required for professionals. It contributes to the literature by emphasizing a balanced approach that values both technology and human creativity. DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueMBP.55-74