Welcome to the world of fusion skills
Across the UK in advertising and marketing alone, we’re already losing £10.9bn a year because people’s skills are not keeping pace with technology. That figure could rise to £15.2bn annually if nothing changes.
AI is already changing how work gets done across our industry yet much of the industry conversation still centres on technology adoption
This report starts from a different premise. Developed in partnership with Kingston University London and supported by original research among senior advertising and marketing leaders, we explore how AI is affecting capability across advertising and marketing and what that means for productivity, hiring and growth today.
This report brings together academic research, economic modelling and senior level industry insight to explore:
- How skills gaps are already showing up in organisations
- The fusion skills leaders believe will be essential to success in an AI era
- How skills and capability are becoming a source of competitive advantage
- Five priorities for the sector
While AI adoption has accelerated, workforce capability isn’t always keeping pace. And that gap is already beginning to show up in how business operate. The opportunity to build this capability is still open. But the window is narrowing. Download this report to stay ahead of the curve.