Data and insight professionals are facing an uphill battle to adapt to the impact artificial intelligence tools are having on the media and marketing industry, with the vast majority (72%) being forced to reshape their business to bring in fresh talent.
In fact, two-thirds (66%) feel it is important to recruit from outside the industry to get a fresh perspective from other sectors, while 90% say they want to recruit people who will challenge what their organisation is doing.
That is according to new research from Kantar Media, which quizzed more than 1,000 respondents directly involved in data, research and insights across more than 50 markets.
While most organisations responding to the survey indicate they are performing relatively well in relation to current talent priorities, they are anticipating a significant gap in skills when it comes to AI.
Nearly half of (49%) say that AI is already having a significant impact on their organisation, with 74% saying that AI skills will be essential for recruits.
In addition, 70% feel the media industry has a problem with unconscious bias and should do more to recruit talent from all backgrounds, although 67% report that it is hard to compete with other organisations to recruit the best talent, with a further 75% saying it is hard to retain their best talent.
When it comes to the most important experience for recruits, communication skills and storytelling come out top, followed by data analysis and interpretation and an ability to explain complex techniques in a simple way.
Kantar Media global chief executive Patrick Béhar said: “The industry is changing at an accelerated pace. Whether it’s due to big data, automation, generative AI or the next big innovation – what worked yesterday won’t necessarily work tomorrow.
“Now, more than ever, hiring and retaining talent that can adapt to and drive change, challenge the status quo, and bring fresh perspectives on the future of media and measurement, will dictate who wins and who is left behind.
“These findings [will hopefully] support our media and marketing colleagues in understanding the talent and skills gap, and start a conversation around the concrete ideas they can implement today.”
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