What AI is changing in marketing and communications work
These are the future skills the marketing jobs we publish lean on, most common first. It is a reading of what the jobs ask for, not a course list.
- AI Fluency working with AI as a thinking partner Listed on 188 of the 198 marketing jobs
- Data Fluency turning numbers into a decision Listed on 174 of the 198 marketing jobs
- AI Governance Fluency using AI responsibly Listed on 111 of the 198 marketing jobs
- Systems Fluency seeing the whole picture Listed on 57 of the 198 marketing jobs
- Automation Fluency building AI into how work runs Listed on 41 of the 198 marketing jobs
New skills showing up in the job records
- Enhanced Data Storytelling from the Advertising Executive record
- AI Governance & Ethical Advertising from the Advertising Manager record
- AI-Assisted Creative Briefing & Ideation from the Brand Director record
- Advanced AI Prompt Engineering for Brand Insights from the Brand Strategist record
- Advanced Data Visualisation for Deal Insights from the Business Development Director record
- AI-Powered Analytics Interpretation from the Campaign Manager record
Where you start
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The marketing jobs behind this page
198 jobs, filed here by the government's own occupation codes. The first 30 are below. Each page shows what AI is changing in that one job.
The marketing and communications profession
Getting an organisation understood by people who were not looking for it, and being able to show what worked.
What it pays
From £32,510 for graphic and multimedia designers to £94,135 for marketing, sales and advertising directors.
Median gross annual pay, full-time employees. Each figure belongs to the occupation beside it. There is no average across a profession, because none is measured.
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Marketing, sales and advertising directors
£94,135Widest step £40,432 down to the next occupation.
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Marketing and commercial managers
£53,703 -
Advertising accounts managers and creative directors
£48,977 -
Newspaper and periodical journalists and reporters
£44,534 -
Public relations professionals
£37,563 -
Marketing associate professionals
£33,412 -
Graphic and multimedia designers
£32,510
Bars are drawn to scale from zero.
Pay figures on this page are taken from the ONS Annual Survey of Hours and Earnings, 2025 (provisional), from the April 2025 survey. Contains public sector information licensed under the Open Government Licence v3.0. Where this data comes from.
The jobs it covers
18 occupations sit in this profession, on the government’s own classification. Each one is a page: what the work involves, what you decide, and how you are measured.
How you get into it
The usual way in is through doing one channel well enough that somebody hands you a second. Social, content, events and email are the common first jobs, and none of them requires a marketing degree.
It is a portfolio profession before it is a qualified one: what you have actually shipped counts for more than what you have studied, and the qualification is what steadies that later.
Journalism, design and agency account work all feed into it sideways, and people arrive from all three.
The regulated sales and marketing courses, and who awards them
Who employs it
The dividing line is agency or in-house, and it changes the work more than the sector does. An agency gives you many clients and fast variety; in-house gives you one product and the chance to see a decision through.
Small organisations want a generalist who can do a bit of everything. Large ones split into brand, performance, content and product marketing, and the specialisms diverge quickly.
Charities, universities and the public sector run substantial communications functions where the measure is understanding rather than revenue.
What to expect
The clearest split in this family is between the measurable half and the persuasive half, and they reward different people. Performance marketing is analytical work; brand and communications are judgement work.
It is one of the families most changed by the tools in the last two years, and the durable part is knowing what is worth saying rather than producing more of it faster.
Moving up usually means owning a budget and then owning a team, and plenty of good practitioners stop deliberately at the first.
The professional body
CIM
The Chartered Institute of Marketing, and an awarding body: the qualifications that carry weight when the portfolio is thin.