2026年人工智能对营销人才影响研究报告（英文版）

AI IMPACT REPORT TABLE OF CONTENTS The AI-Forward CEO Memo◆Outline of the Memo ◆Sample Memo Talent Acquisition ShiftsThe AI Literacy ImperativeThe “Human Edge”1518 ◆The Evolving Role of AI Agents◆Governance2530 Agency PartnershipsFuturecasting Marketing JobsBest PracticesAbout the Marketing AI Industry CouncilAbout Marketing AI Institute by SmarterX3336394244 MARKETING TALENTAI IMPACT REPORTThe 2026 Marketing Talent AI Impact Report is the inaugural report from the Marketing AI Industry Council, an industrybody created and chaired byMarketing AI Institute by SmarterXIt represents the Council’s first effort to translate its This report explores that tension through nine critical topic areas related to marketing talent and AIIt examines howjobs are changing, what skills matter most, how to build AI literacy at scale, and what leaders should do now to prepare INTRODUCTION This is a qualitative report, not a large-scale statistical studyThe Council’s value lies in the depth of experienceA NOTE ON SCOPE recommended actions are designed to be broadly applicable, some organizations, particularly smallerbusinesses or those early in their AI journey, may need to adapt these findings to their own context WHO THIS REPORT IS FOR Council members convened for in-person workingThis report is written for marketers by marketers: the individual practitioners trying to future-proof their Whether you’re evaluating your own skill development, rethinking how you hire, or trying to build a cultureof continuous learning, the Council’s findings are intended to help you make more informed decisions about THE FUTURE OF WORK the Council was formed in 2025 witha mission to “reimagine the future ofmarketing, together”Our focus for this inauguraltogether to accelerate AI development at a pace most of us struggle to comprehendWe think in linear terms, butthe technology moves exponentiallyThis creates unparalleled opportunities for creativity, innovation, and growthBut market pressure pulls us towardshort-term gainsLeaders are caught between two imperatives: take a responsible, human-centered approach to AIadoption, or leverage it for immediate efficiency, productivity, and profitability We’re already seeing how this plays outCEOs at some of the world’s largest companies are openly discussingworkforce reductions, flattening headcount despite growth plans, and replacing knowledge workers with AI contractThe professionals who develop AI literacy, who learn to collaborate with these systems, who bring criticalthinking and creativity to their work, they will have superpowersThey will outperform, out-create, and out-earn commitment to make the future of marketing both more intelligent and more human Founder & CEO, SmarterX & Marketing AI InstituteChair, Marketing AI Industry Council 5 THE AI-FORWARDCEO MEMOOne of the clearest themes to emerge from the Council’s discussions is that employees across industries are navigating will be, what is expected of employees, and what support will be providedThis isn’t about having all the answersIt’s aboutacknowledging the reality of change and committing to navigate it togetherFor marketing leaders who may not have the authority to send such a memo themselves, the Council’s recommendation The Council offers the following outline as a starting point for organizations ready to take this stepIt is not prescriptiveYou can adapt it to reflect your company’s values, your current stage of AI adoption, and the specific concerns of your workforce 6Marketing Talent AI Impact Report THE AI-FORWARD CEO MEMO and actionable internal communicationthat defines the company’s commitment State that the vision requires action, and introduce the five foundational pillars that Define “AI-Forward”:Introducethe concept as a human-centeredapproach that prioritizes people The higher purpose is to accelerategrowth and innovation by augmenting•Your organization’s actual pillars/steps may varyThese are the five defined in theScaling AI course series from SmarterX•Your organization may have also begun or completed elements of the and outlines the strategic pillars of thetransformationcapabilities and unlockinghuman potential◆Connect to Mission, Vision, and transformation, so adapt your memo accordingly PILL AR 2Create an AI CouncilValues:Frame the AI transformationnot as a separate initiative, but as adirect extension of the company’s corePILL AR 1Launch an internal AI PILL AR 3Develop Responsible Native (building a smarter, AI-poweredbusiness from the start), AI Emergent(evolving an existing business to AI-forward is a comprehensive strategyspanning people, processes, andtechnology, that is grounded in ethics,transparency, and trustPILL AR 5Build a comprehensiveAI Roadmap to prioritizeuse cases and projectsPILL AR 4Conduct AI ImpactAssessments acrossteams and functions integrate AI across all roles anddepartments), or Obsolete (becoming irrelevant by being too slowto adapt)◆The Goal:To build a sm