Adobe, LinkedIn boost AI skills for marketers

The programme aims to support marketers as AI becomes increasingly integrated into content creation audience targeting and performance analysis

Adobe and LinkedIn have partnered to launch AI Essentials for Marketers, a global training initiative designed to help marketing professionals develop practical artificial intelligence skills relevant to their roles.

The programme aims to support marketers as AI becomes increasingly integrated into content creation, campaign development, audience targeting and performance analysis, offering learning resources in short-form formats intended to fit into busy work schedules.

Demand for AI skills continues to grow

According to LinkedIn Economic Graph data, AI skills have become a leading area of focus for marketing professionals, while the proportion of marketing job postings requiring AI literacy has increased by 113 per cent year-on-year.

The initiative is designed to address this demand by providing role-specific learning resources that can be accessed by marketers at different stages of their careers.

Programme combines expertise from both companies

AI Essentials for Marketers builds on Adobe's existing education programmes, including Adobe Digital Academy and Experience League, as well as LinkedIn Learning's online professional development platform.

The companies said the programme will focus on helping marketers understand how AI is changing traditional workflows across planning, content production, communications, analytics and customer engagement.

Courses available in multiple languages

The initiative will initially offer four role-based courses available in 47 languages, covering digital marketing, content and creative functions, social and communications, and data and analytics.

The curriculum has been developed using labour market insights from LinkedIn Economic Graph data and designed with support from BrandWorks, LinkedIn's customer strategy and creative services team.

Focus on practical application

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

The courses will be available free of charge through LinkedIn Learning, while additional training materials, case studies and practical exercises will be offered through Adobe Experience League.

Learning designed for marketers

Jessica Jensen, Chief Marketing Officer, LinkedIn: "Marketers are navigating the shift to AI and it is both daunting and exciting. LinkedIn's labor market report provides insights for marketers to see where the industry is going and to understand the skills they will need to be successful both in their current job and for what’s next in their careers. 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."

Participants who complete courses will receive certificates that can be displayed on their LinkedIn profiles. Adobe and LinkedIn said additional content will be added regularly as AI technologies and marketing practices continue to evolve.

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