The rising adoption and usage of GenAI tools has driven perhaps the biggest change in the marcomms arena since the advent of computing. And it isn’t finished yet; next year, roles will continue to adapt, and customer demands for marketing, communications and digital skills will also shift.

But with this in mind, what does 2025 have in store for marcomms recruitment in this evolving environment?

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Rise of AI

Several tools including the likes of ChatGPT and DALL-E have all contributed to the shake-up which is being felt across almost every industry. Within our specific markets, the growth of these tools led some organisations to initially – and wrongly – believe that they can effectively outsource their marketing activity to technology. However, these employers are quickly finding out that GenAI platforms still need human direction and interaction to effectively do their jobs. Relying solely on Microsoft’s CoPilot, for example, to produce content that resonates with your target audiences will only fail, and will lead to a reduction in brand engagement, as many organisations are quickly finding out. And as anyone who has used these tools in practice will recognise, they are a long way off from being able to do the job anywhere near the required standard, for now, at least. Instead of relying entirely on GenAI, the best marcomms professionals use them as something of an assistant, or partner. Obviously, these tools will become more sophisticated and develop over time, and the pace of change suggests that point isn’t overly far away.

However, their rise, along with growth in other digital tools, has forced something of a shift in skills requirements within the marcomms world. For employers, this creates another core challenge to overcome. Firms seeking the best professionals are sourcing skills from a relatively limited pool of talent; and can’t afford to get their hiring strategies wrong, particularly with so many operating on limited budgets.

Finding and recruiting professionals with the ability to leverage the power of emerging AI-backed tools will be one of the main areas of focus for marcomms recruitment in 2025. There will of course still be a place for niche specialisms, but our knowledge of the market suggests that organisations are already seeking those with broader skill sets, and a combination of marketing, communication, and technical, expertise. This trend will only grow, and the delineation between these fields will become blurred in marketing, in particular