2026市场营销人才：人工智能影响报告

AI IMPACT REPORT TABLE OF CONTENTS The AI-Forward CEO MemoOutline of the Memo0607 Talent Acquisition ShiftsThe AI Literacy ImperativeThe “Human Edge”151822 Governance2530 Agency PartnershipsFuturecasting Marketing JobsBest PracticesAbout the Marketing AI Industry CouncilAbout Marketing AI Institute by SmarterX3336394244Marketing Talent AI Impact Report MARKETING TALENTAI IMPACT REPORT The 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 itsinsights into actionable guidance for the broader marketing communityThe Council itself was formed around a hypothesis: Within one to two years, AI model advancements and agentcapabilities will force a radical transformation of marketing talent, teams, and organizational structuresAs a result,leaders face conflicting pressures between taking a responsible, human-centered approach to AI adoption while alsoleveraging the technology for near-term gains in efficiency, productivity, creativity, and profitability 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 3Marketing Talent AI Impact Report INTRODUCTION strategize content within the report itself This is a qualitative report, not a large-scale statistical studyThe Council’s value lies in the depth of experienceits members bringThese are senior marketing leaders actively navigating AI transformation at majororganizations across healthcare, technology, financial services, retail, media, professional services, and otherA NOTE ON SCOPE Council members completed a Talent AI Impact Survey 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 This report is written for marketers by marketers: the individual practitioners trying to future-proof theircareers, the managers building AI-enabled teams, and the executives setting strategy for their organizationsWHO THIS REPORT IS FOR Council members convened for in-person workingsessions in April and October 2025The Octobermeeting, held during the Marketing ArtificialIntelligence Conference (MAICON) in Cleveland, Ohio,provided an opportunity to discuss survey findings,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 aboutwhat comes next THE FUTURE OF WORK together 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 AI the Council was formed in 2025 witha mission to “reimagine the future ofmarketing, together”Our focus for this inauguralreport is talent.adoption, or leverage it for immediate efficiency, productivity, and profitabilityWe’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 AIBut here’s what I believe: companies that commit to innovation and growth can create opportunity even as otherscontractThe 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 The findings in this report represent our collective attempt to prepare for what’s comingWe don’t have all the their peersanswersNo one doesBut we have the questions, the perspectives of leaders across industries, and a sharedcommitment to make the future of marketing both more intelligent and more human PAUL ROETZER, Founder & CEO, SmarterX & Marketing AI InstituteChair, Marketing AI Industry Council 5 CEO MEMOOne of the clearest themes to emerge from the Council’s discussions is that employees across industries are navigatingthis transformation without a roadmapThey don’t know how AI will affect their jobsThey don’t understand the company’splansAnd in that vacuum of information, fear takes holdThe Council believes this silence is a leadership failure, and an opportunityWe believe every CEO should communicate openly with their workforce about AI, including what the company’s approach 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 chang