The future marketing skill set: recruiting for talents in the age of AI
Artificial intelligence is already replacing a growing share of the technical skills on which marketing has been built in recent years. Precisely for this reason, the capabilities it cannot replicate are becoming decisive: reading the context, interpreting behaviors, turning data into intelligible stories, and building narratives able to orient people and give meaning to brands. The professional of the future will be a hybrid figure, combining humanistic sensitivity with digital fluency, capable of using AI to amplify both their judgment and the quality of the questions they ask. In this scenario, the role of the brand manager becomes central again, tasked with defining brand identity in ways that can resist algorithmic homogenization and build competitive advantage. For Hr teams in the sector, the real challenge is to find these talents by integrating recruitment with tools capable of measuring a new socio-scientific dimension.
