Report: AI skills could add £69bn to UK economy

Under a business-as-usual scenario, that figure is projected to increase by 40 percent to £15.2 billion annually by 2030

The UK advertising and marketing sector could contribute up to £69.1 billion in additional economic growth by 2030 if it accelerates the development of AI-related skills, according to a study commissioned by Publicis Media UK.

The report estimates that strengthening the industry's digital and creative capabilities would increase productivity across a sector that already contributes £109 billion annually to the UK economy, representing 4 percent of total economic output.

Skills gap puts billions in productivity at risk

The study warns that failing to keep workforce skills aligned with technological change could cost the sector £10.9 billion a year in unrealised productivity. Under a business-as-usual scenario, that figure is projected to increase by 40 percent to £15.2 billion annually by 2030.

Economic modelling by Kingston University London found that employees without the skills required for AI-enabled roles could see productivity decline by 24.6 percent, representing an estimated loss of £10,584 per employee each year.

AI capability gap equivalent to 150,000 roles

Analysis by Development Economics estimates that across the UK's 609,000 advertising and marketing professionals, the current skills gap is equivalent to the productivity contribution of around 150,000 full-time roles.

Niel Bornman, CEO of Publicis Connected Media UK: "AI is changing how advertising works. That's clear. But people are still our biggest advantage. It's human creativity, judgement and collaboration that give our industry its economic value and turn technology into something useful. If we want AI to make a genuine difference, we have to invest in the people working alongside it. That isn't optional. It's essential if we want a strong, competitive industry that today's workforce believes in and the next generation wants to be part of."

Report identifies three 'fusion skills'

The research identifies three capabilities that it describes as fusion skills: smart AI questioning, contextual AI training and critical human judgement. According to the study, these skills are becoming increasingly important as professionals work alongside AI systems.

The report also found that 90 percent of advertising and marketing leaders expect these fusion skills to be critical for senior leadership by 2027.

Researchers call for skills-first approach

Dr Evy Sakellariou, Associate Professor and Gen AI Innovation Lead for Kingston University's Foresight, Creativity and Future of Work Research Hub: "We're no longer talking about human-led AI, but how people can work effectively alongside machines. To do so, all employees will need to develop these advanced fusion skills alongside core human-centric skills. Our work with sector leaders revealed real enthusiasm for these technologies, but also uncertainty about how best to upskill their workforce.

"Our research sets out a series of key recommendations including shifting to skills-first hiring and promotion pathways, investing in reskilling and lifelong learning, and prioritising fusion skills development for senior leaders and middle managers so they can effectively adapt and reshape their business."

Paula Cunnington, Chief Talent Officer, Publicis Groupe UK: "Future success will come from the choices we make now and the people we invest in. That means putting real structure behind it, so people have the tools, training and confidence to thrive alongside AI, especially when the pace of change can feel overwhelming. We need to step up as an industry and take responsibility for building these fusion skills properly and at scale. Do that well, and we build a future that works for our people as much as it does for the wider economy."

www.publicisgroupeuk.com

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