Beyond the algorithm: 9 must-have soft skills to succeed in an AI-driven world

AI is the hot topic of almost every marketing headline, team meeting and industry roundtable right now. And it’s no wonder. 

In just a few short months, we’ve seen generative AI revolutionise workplaces, boosting productivity and innovation – while also (understandably) raising concerns about job and industry security.

But fear not. While AI can crunch data, spark ideas and generate content in seconds, it can’t replace human intuition. At least not yet.

As AI tools become increasingly integrated into the workplace, soft skills will become more and more important. 

Read on to discover which skills will be vital for marketers in an AI-driven world.

1. Emotional intelligence
Marketing is all about telling stories and connecting with customers on an emotional level. 
In a world ruled by algorithms, your ability to understand and empathise with others will set you apart.

You can refine your emotional awareness by practising recognising and naming your emotions. Honing your own self-awareness will help you better anticipate how your audience might feel.

Make a conscious effort to listen actively and stay curious about what makes people tick. Reading novels with complex characters is a great way to deepen your emotional understanding. Research shows that immersing yourselves in other perspectives through literature can help improve empathy. 
 

2. Creativity 
Creativity ensures campaigns are original and engaging – not just data driven. 
Though AI can churn out content in seconds, it needs fresh, interesting prompts to get it going. 

To fuel your creative energy, seek out diverse cultural experiences, art forms and perspectives. Research and share creative campaigns with your team, hold regular brainstorms to spark new thinking and start experimenting. 

The more varied your input, the more inspired your output will be.
 

3. Critical thinking
Anyone who’s used generative AI knows it can produce generic, cliche or inaccurate results. 
Marketers need to evaluate AI-generated responses carefully, assessing content to ensure it aligns with brand values and ethical standards.

To sharpen this skill, practise reviewing the information presented, assessing structure and arguments logically and identifying bias in data or messaging. 

A discerning eye will help you deliver campaigns with integrity.
 

4. Integrity
Using AI comes with ethical dilemmas, from data privacy and security risks to invasive over-personalisation. 

Marketers should always operate with a strong moral compass. Whenever you use an AI tool, ask yourself: is this transparent, fair and aligned with my values? 

Stay informed about evolving regulations and prioritise ethical standards in every campaign. Trust is hard to win back. Use AI responsibly to build it, not break it.
 

5. Collaboration
Using AI isn’t a solo effort. 

Data analysts, HR managers, sales teams, you name it – professionals across every department are harnessing AI to drive results. 
To make the most of these tools, marketers must learn to collaborate with cross-functional teams, combining diverse skills for maximum impact. 
Open communication is key. Share tips, insights and best practices across teams, and organise regular AI-focused sessions to compare results. Strong collaboration ensures AI tools are used effectively, helping teams achieve better outcomes together.

6. Problem-solving
Tools are only as powerful as the marketers guiding them. 

Generative AI can be a valuable resource, but it often produces imperfect results. Marketers must troubleshoot, edit and refine to address issues and improve quality. 

Problem-solving means looking beyond the surface, identifying what’s missing or misaligned and finding creative ways to make the output work. 

Practise troubleshooting common AI hiccups, testing different prompts and iterating until you achieve the desired result. With a flexible mindset and a solutions-driven approach, you can turn AI’s raw material into polished, standout campaigns.
 

7. Commercial awareness
AI doesn’t understand context. 

It won’t know the intricacies of your industry or the unique dynamics of your organisation. Those insights are invaluable – and they come with years of experience. 

Marketers need strong commercial awareness to ensure campaigns are credible and relevant. And those little inaccuracies or misleading details that crop up in AI-generated content? Comprehensive knowledge of the sector is essential to spotting and correcting them, preventing the spread of misinformation. 

Read widely and attend industry events to stay informed about trends, market conditions and competitor activity. Your expertise will keep AI-generated content accurate and aligned with business objectives.
 

8. Cultural competence
AI is trained on vast amounts of data. Data is subject to biases – and biases can lead to stereotyping or exclusion. 

Cultural competence ensures your campaigns are inclusive and sensitive to audience diversity. 

Learn about the cultures, preferences and challenges of your target demographics. Work with diverse teams wherever possible and seek feedback on your output from a range of sources.

Authentic, inclusive marketing resonates far more than generic messaging ever could.

9. Strategic thinking
AI excels at optimising small tasks, but it’s up to you as a marketer to see the bigger picture. 
Strategic thinking ensures AI tools are integrated into broader brand goals, driving long-term – as well as day-to-day – success. 

Focus on how AI fits into your overall marketing strategy, not just isolated elements.

Regularly step back, assess and recalibrate to ensure every campaign aligns with your wider business goals.

BONUS SKILL: Adaptability
The pace of AI innovation is dizzying. Marketers need to be able to adapt quickly, learn new tools and pivot strategies on the fly to keep up. 

Change at this pace can be disorientating, but it offers real opportunity for growth. Stay curious, attend training sessions and seek out new skills.

At this point, flexibility isn’t optional. It’s the key to thriving in a rapidly changing landscape.

Ready to future-proof your marketing skills? ADMA offers expert-led courses on everything from marketing technology to data-driven strategy. Browse our courses now.