Marketing professionals are navigating significant change as technology reshapes role requirements. The U.S. Bureau of Labor Statistics projects advertising, promotions and marketing manager roles will grow 8 percent through 2033, faster than average for all occupations. However, this growth comes with evolving skill demands.
Industry data indicates a widening gap between the skills organizations seek and what marketing teams currently possess. Major Indian companies have launched large-scale training initiatives in response. Wipro trained 225,000 employees on AI platforms according to October 2024 company statements, while Tata Consultancy Services reported training over 100,000 employees in AI and machine learning. Infosys developed AI awareness programs for 270,000 staff members.
Here are the key skills marketing professionals are prioritizing as 2026 approaches.
1. Data literacy and analytics
Data analysis capabilities rank among the most critical competencies for marketing professionals. A Forrester study found that almost 80 percent of employees said they would be more likely to stay at a company that trains them in data skills. However, less than half of employees reported receiving such training, despite 70 percent needing to use data heavily in their roles.
Organizations with higher data literacy report increased innovation, improved customer experiences, better decision-making, reduced costs and higher revenue. Those with lower data literacy experience slower decision-making and missed opportunities.
For marketers, this encompasses interpreting datasets, extracting insights and using information for strategic decisions. It includes working with predictive analytics, recognizing data patterns and applying findings to business strategies. Technical aspects include campaign analytics, conversion metrics interpretation and performance tracking across channels.
2. Artificial intelligence proficiency
In India, nearly 70 percent of marketers are actively exploring generative AI applications, according to NASSCOM and the Mobile Marketing Association. Among those using AI, 58 percent report enhanced performance, while 98 percent note improved ad accuracy. However, 54 percent of marketers struggle with understanding AI, indicating a knowledge gap.
TCS separately trained 50,000 staff as AI associates. Wipro reported training 180,000 employees in generative AI fundamentals during the second quarter of fiscal year 2024. The company invested one billion dollars in its ai360 vertical and opened a Centre of Excellence at the Indian Institute of Technology, Delhi.
AI proficiency includes understanding how to use tools for content creation, research and ideation. More advanced applications involve prompt engineering, identifying appropriate use cases and determining when AI suits specific tasks. Current data shows 42 percent of marketers use AI tools daily or weekly for content generation.
Flipkart launched "Flippi," an AI-powered shopping assistant in English, as part of its enhanced customer experience initiatives. The e-commerce platform uses AI-driven analytics to deliver personalized rewards through Flipkart Plus, particularly during sales events. Tech Mahindra is using Nvidia chips and software to develop Indus 2.0, an AI model in Hindi.
3. Content strategy across platforms
Content creation and strategy remain core marketing functions, with approaches evolving to accommodate AI-assisted creation alongside human creativity. The skill requirements include content strategy across multiple platforms, from blogs and email to short-form video and emerging formats.
Video proficiency has become particularly relevant as platforms like Instagram Reels, YouTube Shorts and TikTok grow in usage. This includes understanding platform-specific algorithms, trending formats and creating content optimized for each platform's ecosystem. Marketers need to balance AI-assisted efficiency with brand authenticity.
Tata Cliq deployed Vue.ai's Personalization Suite for product discovery, using image recognition and data science to extract catalog data and analyze user behavior. The implementation provided marketing and product teams with actionable insights to improve customer experiences and drive conversions.
4. Customer experience management
Managing customer experiences across channels requires capabilities in journey mapping, touchpoint optimization and using customer feedback to adjust strategies. Marketers work to anticipate customer needs based on data and behavior patterns.
Cross-channel marketing orchestration involves creating experiences as customers engage through email, social media, mobile apps or physical locations. This requires understanding how channels interact rather than operating separately.
Companies are investing in AI-driven personalization. Flipkart Plus and Tata Neu use customer data to deliver tailored offers and recommendations. Indian consumers are value-conscious, pushing companies to offer cashback, discounts and immediate rewards, according to market intelligence reports. Nykaa automated its customer support operations using Verloop.ai to increase customer engagement and solve customer problems over chat.
5. Search engine optimization and marketing
Search engine optimization and marketing continue as relevant skills, though the landscape is changing. Marketers are updating expertise in keyword research, content optimization and algorithm changes. Voice search optimization has entered consideration as voice assistant usage grows.
The development of AI-powered search interfaces is prompting marketers to consider how content appears in AI search results, beyond traditional SEO approaches. With digital spaces becoming more crowded, expertise in maintaining visibility and driving organic traffic remains a priority.
6. Agility and continuous learning
Beyond specific technical skills, marketing professionals are focusing on agility and continuous learning. The pace of change means strategies require adjustment as new data becomes available. Organizations that adopt "test, learn, optimize" approaches report different outcomes than those following fixed annual plans.
This includes comfort with experimentation and testing new approaches. Marketing teams launch campaigns, track performance and make adjustments based on results. The ability to pivot strategies in response to new challenges and opportunities has become valued in fast-paced digital environments.
TCS is training 25,000 engineers on Microsoft Azure OpenAI tools. The company launched an AI Centre of Excellence in Hyderabad. Infosys trained 57,000 employees in generative AI skills and works on over 90 generative AI programs. The company plans to hire 20,000 fresh graduates in 2025, focusing on AI-driven talent development.
7. Strategic thinking and business alignment
As automation handles routine tasks, capabilities like emotional intelligence, empathy and communication remain relevant. Strategic thinking continues as a requirement, with humans interpreting insights within business context and aligning marketing with organizational goals.
Ethical marketing practices have gained attention as data privacy scrutiny increases. Marketers are developing skills in ethical data collection, transparency and compliance with regulations like GDPR. Understanding frameworks around responsible data use and implementing practices that build consumer trust have moved from optional to expected.
Industry outlook
By 2026, the estimated demand for AI and data science professionals in India is expected to exceed one million, according to NASSCOM research. The Indian IT sector employs over 5.67 million professionals, with significant shifts underway in skill requirements.
Indian IT firms are investing in homegrown research. Government's IndiaAI Mission, launched in 2024 with a budget of 10,372 crore rupees, helps firms access subsidized cloud infrastructure and national datasets. NASSCOM data shows AI-focused research and development investments rose 20 percent in fiscal year 2025.
The global AI market is projected to cross one trillion dollars in 2025, according to industry estimates. India's combination of scale, talent and service expertise offers opportunities to capture a share of that growth, though the transition requires workforce retraining and building intellectual property.
For marketing professionals, the current environment involves ongoing skill development across technical, strategic and human dimensions. Those advancing in the field are treating learning as continuous rather than episodic, adjusting to changes as they occur.
Reliance Jio partnered with Nvidia to build AI supercomputers for Indian language applications. The partnership includes plans for AI cloud infrastructure and employee training. Reports show that 4 in 5 employers now prioritize hiring AI-skilled talent, though 75 percent struggle to find it, creating opportunities for professionals who invest in developing these capabilities.
Disclaimer: All data points, statistics, and company examples are attributed to published industry reports, company earnings statements, and verified news sources from 2023-2025. Company training numbers and AI implementation details are based on official statements made during earnings calls, press releases, and verified media reports.
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