2024 Report

Navigating the Evolving World Of

Work And Generative AI
The labour market is rapidly
transforming, especially as
Generative AI becomes ubiquitous.

Join us as we explore workplace

trends and what they may mean
for you and your organisation in
2024 and beyond.
 Index

Index Here is what you get!

Preface

Executive Summary

01 Navigating the Dynamic World 05 Generative AI: The New

of Work in 2024 Frontier in Work Dynamics
➔ Generative AI ➔ Industry Disruption and Adoption
➔ Generational Shifts ➔ Job Displacement
➔ Hybrid Work ➔ The Biggest Hurdles in Implementing
➔ Agility in the Digital Economy AI and Generative AI
➔ Functional-Level Integration
➔ A Glimpse into the Future
02 Drivers of Transformation
➔ Tech Disruption: A Dominant Force 06 Workforce Strategies for
➔ Impact of Tech Disruption on Job
Displacement and Workforce Skills Navigating the Skill Evolution
➔ Overall Impact of Technology and Generative AI
➔ Navigating Beyond Tech: A ➔ Embracing Upskilling and Reskilling
Spectrum of Workforce Disruptors ➔ The Road Ahead: Preparing for the
for 2024 Skill Evolution

03 Bridging the Preparedness Gap 07 Marketing Insights

for Future Disruption ➔ Technology Trends
➔ Skills Shift
➔ Strategic Imperative for Digital ➔ Challenges and Opportunities
Transformation ➔ Functional Trends in Marketing
➔ Digital Transformation Goals ➔ Generative AI Usage
➔ Tackling Internal Barriers ➔ The Future of Marketing

04 Strategic Skills for 2024: 08 Data/IT Insights

Reshaping Organisational
➔ Technology Trends
Development ➔ Skills Shift
➔ Evolving Priorities: The Rise of ➔ Challenges and Opportunities
Generative AI ➔ Functional Trends in Data/IT
➔ The Imperative of Digital ➔ Generative AI Usage
Leadership and User Experience ➔ The Future of Data/IT
➔ Navigating the Strategic
Landscape - Generative AI
➔ A Holistic Approach to Digital Conclusion
Mastery
 Preface

Preface
As we step into 2024, the tech-driven transformation of 2023, led by Generative AI, has left an
indelible mark on the workplace, underscoring the pivotal role of skills in navigating the ever-evolving
business landscape. This report, tailored for business and tech leaders, distils insights on important
skills and the impact of disruptive technologies like Generative AI, guiding strategic investments for
future readiness. Thanks to our comprehensive survey across sectors, we offer a pragmatic outlook
to empower organisations and professionals in the dynamic journey ahead.

Survey Participants: Demographics

➔ 1,018 respondents
➔ From 966 companies across various sizes, including Booking.com, Bunq, NHS, PwC, Zurich
Insurance, Deloitte, Barclays, American Express, Volkswagen, Toyota, Patagonia, Accenture,
Apple.
➔ Spans 25 industries, with a particular focus on Data/IT and Advertising/Marketing.
➔ Includes 14 functional domains.
➔ 31 countries, with a spotlight on core regions like the Netherlands, United Kingdom, France,
Germany, and Belgium.
➔ All seniority levels included. With the majority in middle management positions (42%), followed
by Individual Contributors (19%), Business Leaders (19%), and Senior/Director/VP roles (17%).
 Preface

Growth Tribe
We’re a digital learning partner specialising in the most in-demand digital skills such as AI & Data,
Growth and Digital Marketing, and Business and Innovation.

We help our learners and partners acquire future-proof digital capabilities through actionable,
hands-on and engaging learning programs, all on-demand and blended.

Growth Tribe
in numbers 35.000+ 70%
Of students have used
Global
the digital skills they
Alumni
learned

64%
Of students
Top 100 EdTech
experienced career
Company 2023
growth

Companies that
trust us
Executive
Summary
 Executive Summary

Priority skills in 2024

Generative AI

Growth marketing

Data analytics & visualisation

Digital transformation & strategy

Leadership

Soft skills

UX design / creativity

Product development & management

Software development

Sales & customer service

 Executive Summary

Executive Summary

Evolving Skill Demands:

Our data highlights a significant trend - job roles persist, but the skills required
for these roles are changing rapidly. This necessitates a proactive approach to
workforce development.

Paradigm Shift and AI Dominance:

Generative AI has surpassed Growth Marketing as the top skill for 2024,
highlighting a shift towards AI's transformative impact on business growth and
innovation. Meanwhile, Growth Marketing remains vital, moving towards more
holistic digital strategies. Data Analytics and Visualisation also remain crucial
for informed decision-making in a digital-first world.

Generative AI's Impact:

Generative AI is reshaping job markets and necessitates familiarity with AI
tools for workplace relevance, as 80% of professionals are using it for work
purposes.

Technological Transformation & Productivity Enhancement:

AI and Generative AI lead as disruptive technologies, enhancing
productivity and efficiency across industries, alongside priorities in
automation and big data.

Preparedness for Disruption:

More than ¼ of organisations lack a clear digital transformation strategy,
highlighting the need for strategic planning. With only 43% of organisations
feeling prepared to navigate disruptions.
 Executive Summary

Executive Summary

Strategic Communication:
Leaders must not only prioritise formulating digital transformation strategies,
but also effectively communicate these strategies. Strategy is only as good as
its understanding and execution.

Investment in Training:
A substantial 19% of respondents identified the lack of investment in training
as a major obstacle to successful digital transformation. Coupled with a skills
shortage (16%), this underscores the need for investment in people and skills
development.

Training Gap:
The data reveals that two-thirds of organisations do not emphasize training
on new technologies sufficiently. Bridging this training gap is imperative,
especially familiarity and upskilling in Generative AI tools is crucial to remain
relevant.

Skills Challenge:
The report addresses the dual nature of the skills challenge - the need for
upskilling and retraining, while acknowledging the difficulty in hiring talent
with future skills.

Hybrid Work:
Hybrid work arrangements are set to become the norm with an anticipated
81% adoption rate, blending in-person collaboration with remote autonomy.
 Executive Summary

Executive Summary

Future Predictions:
A shift in generative AI usage towards data analysis, alongside broader
integration into business processes, enhanced human-AI collaboration,
widespread adoption across departments, evolving job roles, and the
imperative of addressing regulatory and reliance concerns.

Pragmatic Approach in 2024:

Organisations should prioritise AI and Generative AI technology, invest in
AI-related training, and adapt to these new tools for success.

Essential Skills for Marketing and Data/IT Professionals:

Marketers are focusing on analytics, growth, and digital strategies, blending
creativity with strategic insight. Data/IT professionals are enhancing their
technical expertise in AI, programming, and agile project management, crucial
for driving technological advancement and safeguarding information.

Read on to find out the essential Marketing & Data skills

 Executive Summary

Essential Skills for Marketing and

Data Professionals

Rank Priority Marketing Skills in 2024 Priority Data Skills in 2024

AI and Generative AI
1 Marketing Analytics
Development

Programming and
2 AI and Automation </> Software Development

Data Analysis and

3 Growth Marketing
Visualisation

4 Customer Experience Agile Project Management

Communication and
5 Content Marketing
Managerial Skills

Digital Transformation/
6 SEO and Semantic Search
Change Management

7 Digital Communications Critical Thinking

Experimentation and A/B

8 Testing
Data Engineering & ML Ops

Data Security and Cloud

9 Ethical Marketing
Computing

Omnichannel Marketing Continuous Learning &

10 Strategy Adaptability
Chapter 01

Navigating the
Dynamic World of
Work in 2024
 Navigating the Dynamic World of Work in 2024

As 2024 unfolds, we're balancing

optimism with caution, spurred by
the transformative power of
Generative AI. Despite economic
ups and downs, 2023's resilient job
market gives us hope.

The digital, yet deeply human future

of work is here, pushing us beyond
pandemic lessons to a broader view
encompassing tech, economic, and
geopolitical shifts.
 Navigating the Dynamic World of Work in 2024

Navigating the Dynamic World of Work in 2024

This report highlights key workplace trends like remote work, Gen Z's rise, and Generative AI's growing
impact, whilst exploring drivers of digital transformation and the skills’ evolution, guiding you through
these changes. In an ever-changing labour market, those who can identify trends and respond to them
quickly will be the ones who thrive.

Workplace Trends

Generative AI
Generational Shifts
At the heart of this report is the
omnipresent force of Generative AI. Beyond The transition from Baby Boomers to Gen Z
reshaping job markets, career trajectories, in full-time employment signifies a seismic
and workplace dynamics, its influence shift in talent acquisition and retention
extends to a projected 85 million jobs left strategies in 2024. Gen Z's priorities demand
unfilled due to a talent gap by 2030. a cultural shift, emphasising skills over
traditional credentials. The challenge for
The 21 times surge in mentions of AI tools
organisations lies in fostering a workplace
like ChatGPT and the increasing adoption of
culture aligned with the values of this
AI strategies in 2024 paint a clear picture.
digital-native generation, including being
Familiarising yourself with Generative AI
purpose-driven, sustainable and inclusive.
tools is no longer a choice but a necessity.

Hybrid Work Agility in the Digital Economy

While the debate on remote versus In this ever-evolving digital landscape,
in-office work lingers, 2024 introduces a agility is non-negotiable. It transcends
new paradigm: Hybrid Work. Anticipated to technology adoption to encompass
be adopted by 81%, with Gen Z leading the cultivating a workforce capable of thriving
way, this model strikes a balance between in constant change.
in-person collaboration and remote
autonomy, catering to the new needs of
both organisations and employees.
Chapter 02

Drivers of
Transformation
 Drivers of Transformation

Our findings unequivocally show

the primary driver of
transformation in the digital age:
Tech Disruption
 Drivers of Transformation

Drivers of Transformation
Remaining competitive in today's business landscape requires an unwavering commitment to agility,
with transformative endeavours becoming not just desirable but imperative for survival.

This section explores the key drivers of digital transformation identified through our survey, shedding
light on the multifaceted landscape that organisations must navigate to stay ahead in the digital age.

Tech Disruption: A Dominant Force

The success of organisations hinges on their ability to master disruptive technologies. This is because
these technologies redefine market dynamics, introduce new business models, and change the way
companies operate and deliver value to customers.

👉 The table below indicates a clear trend:

the prioritisation of certain technology has shifted year over year, with more disruption
expected in 2024 than in 2023. Notably, Artificial Intelligence (AI) and Generative AI
continue to dominate as the most prioritised tech, seeing an increase from 48% to 57%.

➔ Automation and Big Data technologies are other key priorities. These technologies are closely
linked to Generative AI, collectively representing a strategic shift towards advanced tools that
drive innovation and improve overall organisational performance in the digital age.

In contrast, Cloud Computing related technology has seen a significant decrease in priority, suggesting
a possible maturation or integration of these skills into broader digital competencies.

There is also an interesting rise in the prioritisation of the Internet of Things (IoT), Quantum Computing,
AR/VR, and Edge Computing. While these increases are modest, they signal emerging areas that
companies are beginning to focus on.

On the other hand, areas such as Blockchain and 5G have not seen a change, possibly indicating a
stabilisation in their perceived impact or a plateau in their immediate application in the business
context.

Overall, the shifts in these priorities underscore the dynamic nature of tech disruption, with AI and
Generative AI leading the charge as catalysts for transformation across industries.
 Drivers of Transformation

Disruptive Technologies Prioritised in

2023 versus 2024

Prioritised in Prioritised in YoY

Technology
2023 2024 Change
Artificial Intelligence (AI) and
Generative AI 48% 57%

None - No significant disruption 13% 10%

Software development technology 10% 8%

Automation 9% 7%

Big Data 4% 5%

Cloud Computing 6% 2%

Internet of Things (IoT) 1% 2%

Climate technologies 3% 2%

Martech 2% 1%

Robotics 2% 1%

5G 1% 1%

Quantum Computing 0% 1%

AR/VR 0% 1%

Edge computing 0% 1%

Biotechnology 0% 1%

Blockchain 0% 0%
 Drivers of Transformation

Impact of Tech Disruption on Job Displacement and

Workforce Skills
Our research counters the widespread fear of job losses due to technology, particularly AI. 56% of
participants report that technology has had minimal impact on job displacement, suggesting that AI is
reshaping rather than eliminating roles.

Minimal disruption 56%

To what extent has technology

Moderate disruption 32%
adoption contributed to job
displacement in your organisation?
Significant disruption 11%

Despite the minimal impact on job displacement, there's a notable shift in the skills landscape. As
highlighted in the graph below, 77% of respondents anticipate moderate to significant changes to the
skills required in their workforce due to technological advancements in 2024. This highlights the
necessity for organisations to evolve their workforce capabilities proactively to keep pace with
tech-driven changes.

None 2%

Minimal disruption 21%

How much disruption do you anticipate in
your workforce skills in the next year as a
Moderate disruption 38%
result of [said] technology

Significant disruption 39%

Overall Impact of Technology

The overall sentiment towards technology's impact is positive, with 73% of respondents in 2024
maintaining the previous year's favourable perspective. A substantial 76% view the influence of AI and
Generative AI as advantageous, indicating confidence in these technologies to drive positive business
changes. Contrary to concerns about job security, the real imperative is to align workforce skills with
emerging technological demands, reflecting a broad willingness to leverage technology for business
growth and innovation.
 Drivers of Transformation

Beyond Tech: A Spectrum of Workforce Disruptors for 2024

Beyond tech disruption, employees and employers identified an array of factors that stand to reshape
the workforce landscape in 2024 and beyond.

Economic and Political Disruptions

Economic volatility, including inflation, alongside geopolitical unrest, poses significant
disruption risks. Companies can mitigate these risks by diversifying their supply chains
and markets, and by implementing flexible business strategies that can adapt to
economic shifts.

Socio-Economic and Environmental Shifts

Demographic shifts and changing consumer behaviours, coupled with the urgency of
climate change, demand agile business models. Companies should consider embedding
environmental and social governance (ESG) into their core strategy to align with
consumer values and anticipate demographic trends.

Legal Challenges and Regulatory Influences

The legal framework and regulatory environment present additional challenges to
workforce stability. As legal landscapes evolve, particularly with AI and data privacy
regulations, businesses must remain vigilant and adaptable. Establishing robust
compliance protocols and engaging in policy advocacy can transform regulatory
challenges into strategic opportunities.

Skills Shortage and Talent Management

A recurrent theme in respondents' insights is the challenge posed by skills shortages
and talent acquisition. The workforce of the future demands a more skilled and
adaptable workforce, as highlighted by quotes such as "Skills availability; lack of clarity
as per what skills will be needed in the future" and "Talent acquisition and retention."
These statements illuminate the struggle businesses face in securing the right skill
sets amidst rapid technological advancements and changing job requirements.

The Influence of Media and Trends

The impact of social media and the rapidity of trend cycles require businesses
to be ever-alert to the pulse of the market. Investing in robust analytics and
fostering a culture of continuous innovation can help companies adapt to
societal trends and shifts.

In the face of these diverse disruptors, businesses that adopt a multifaceted strategy of antifragility,
resilience, and forward-thinking can transform potential disruptions into opportunities for growth and
innovation.
Chapter 03

Bridging the
Preparedness Gap for
Future Disruptions
 Bridging the Preparedness Gap for Future Disruptions

Bridging the Preparedness Gap for

Future Disruptions
In light of the myriad of disruptive forces discussed above it's crucial to assess organisational
readiness.

Our data reveals a concerning gap: barely half of organisations report readiness for future
challenges, highlighting a widespread vulnerability in the face of disruption.

👉 Only 43% of employers and employees believing their organisations

are adequately prepared to navigate disruptions.

Highlighting the need for a robust digital transformation strategy to serve as a vital framework for
tackling the challenges posed by technology and other disruptive factors.

Strategic Imperative for Digital Transformation

51% 26% 25%

of companies have a
lack a strategy are unsure of their
digital transformation
entirely. direction.
strategy for 2024.

This gap is not just alarming and a

missed opportunity but a potential
threat to the survival of
organisations in the increasingly
digital labour market.
 Bridging the Preparedness Gap for Future Disruptions

Digital Transformation Goals

For organisations with a digital transformation strategy, the focus is on enhancing operational
efficiency (23%) and optimising business insights (15%). These objectives underscore the critical
role of digital transformation in sustaining and scaling business operations in an unpredictable
environment.

Digital Transformation Objectives

Improving operational efficiency 23%
and productivity
Optimise business performance
15%
and insights
Driving growth and new
13%
revenue streams
Increasing data quality and
13%
integration

New product development 10%

Improving customer acquisition 9%

Reinventing our customer

9%
experience

Deepening market research 4%

Improving retention and CLTV 4%

0% 5% 10% 15% 20% 25%

Urgency for Action

The urgency for digital transformation is clear: with rapid tech advancements,
nearly half of organisations feel unprepared!

The message is straightforward:

To succeed in 2024, organisations must embrace adaptability,
strategic planning, and close the skills gap.
 Bridging the Preparedness Gap for Future Disruptions

Tackling Internal Barriers

👉 Employees and employers highlighted that internal barriers preventing

digital transformation success are significant!

➔ 19% cited a lack of investment in training as a major obstacle. Coupled with skills shortage
(16%), there's a clear need for a strategic investment in people.

Internal Factors Preventing Digital Transformation Success

in 2024 and Beyond

Lack of investment in 19%

people/training

Skills shortage 16%

Decision-making speed and

14%
lack of autonomy
Poor data quality and
14%
integration
Poorly aligned goals and
11%
processes
Lack of investment in
9%
technologies

Fixed mindset 9%

Work in silos 8%

Poor leadership 8%

High employee turnover 8%

Risk-averse culture 7%

Lack of data 6%

Lacking organisational purpose

6%
and mission
0% 5% 10% 15% 20%
 Bridging the Preparedness Gap for Future Disruptions

The data is telling:

👉 Two-thirds of organisations fail to emphasise training
on new technologies sufficiently.

In the age of AI, and the rate at which digital technologies and skills are evolving, if companies do
not place a higher emphasis on upskilling and reskilling on emerging technologies they will lose
their competitive edge, will not retain talent and may struggle to achieve success.

Very high emphasis 7%

High emphasis 25%

How much emphasis does your

Moderate emphasis 33%
organisation place on training employees
on new technologies, including AI?
Low emphasis 23%

Very low emphasis 11%

The next section will delve into the core skills that organisations must foster to thrive amid digital
transformations, ensuring that teams across industries are equipped to handle the disruptions of
tomorrow.

Curious about the next chapter? Read on!

Chapter 04

Strategic Skills for 2024:

Reshaping Organisational
Development
 Strategic Skills for 2024: Reshaping Organisational Development

Strategic Skills for 2024: Reshaping

Organisational Development
Due to these major disruptive forces, specifically technology, the fabric of organisational skills is
undergoing rapid change. The pivot in skill priorities is a strategic response to the continuously
disruptive digital landscape and the rate as which technology is advancing.

Martec’s Law
fast
Change

Technological
change A more agile This change gap widens
organisation over time, eventually
requiring a “reset” of the
organisation
slow

Organisational
change

Time
Source

Evolving Priorities: The Rise of Generative AI

➔ In a striking shift, Generative AI has emerged as the premier skill in 2024, surpassing Growth
Marketing. Signalling a strategic recalibration toward leveraging AI's transformative potential.
This precedence underscores a larger trend: an acute business awareness of the technology's
capacity to propel growth and innovation.

➔ While Generative AI takes precedence, the significance of Growth Marketing continues to be

substantial, with a notable strategic shift away from traditional Pay-Per-Click (PPC) strategies
towards more integrated and organic digital approaches.

➔ Data Analytics and Visualisation continue to be essential, underpinning the need for data-driven
decision-making across digital platforms.

The Imperative of Digital Leadership and User Experience

➔ Digital leadership has surged in prominence, suggesting a broader recognition of the need for
agile, antifragile, resilient leadership that can navigate the complexities of a digital-first business
environment. User Experience and Design's rise in the ranks further emphasize the shift toward
customer-centric, design-thinking methodologies.
 Strategic Skills for 2024: Reshaping Organisational Development

Skills Prioritised in 2023 versus 2024

Prioritised in Prioritised in YoY

Skills
2023 2024 Change*

Generative AI 10% 14%

Growth marketing 12% 11%

Data analytics and visualisation 10% 9%

Digital transformation and strategy 8% 9%

Leadership 8% 7%

Soft skills 9% 6%

User experience and design/ creativity 7% 6%

Product development and management 7% 6%

Software development 6% 6%

Sales and customer service 6% 6%

Project management 7% 5%

Data science and ML 4% 5%

Sustainable Technologies and ESG 3% 4%

Scientific and research proficiency 2% 2%

Finance and Blockchain 1% 1%

* YoY change is used 2023 skills as the anchor. For example, YoY, Growth Marketing skills have decreased in priority in 2024.
 Strategic Skills for 2024: Reshaping Organisational Development

Navigating the Strategic Landscape - Generative AI

Although Generative AI is at the forefront of technology adoption and skill development,

👉 only 38% of employees and employers believe it is more strategically important than
other core skills.

Suggesting a divergence in perceptions about the strategic priority of AI and GenAI in 2024. While a
significant number of respondents recognise that AI and generative AI is important, the fact that
they are not unanimously seen as the most strategic priority could imply a need for more awareness
or understanding of AI and GenAI's potential future impact.

This scenario indicates a possible gap between recognising the value of AI and Generatieve AI and
prioritising them within strategic planning. It highlights an opportunity for organisations to align their
technology investments with their strategic goals more closely and to communicate the importance of
AI and GenAI capabilities to employees and stakeholders to ensure a cohesive approach to harnessing
these technologies in 2024.

For those strategically prioritising different skills the focus is on enhancing

project management, sales, and communication training,
with a customer-centric approach being fundamental.

A Holistic Approach to Digital Mastery

For business success in 2024, it's crucial to blend technological expertise with fundamental business
skills. This includes mastering Generative AI, digital knowledge, and leadership abilities. Organisations
need to develop these key competencies immediately to effectively navigate and lead in the rapidly
evolving digital landscape of 2024.
Chapter 05

Generative AI:
The New Frontier in
Work Dynamics
 Generative AI: The New Frontier in Work Dynamics

Generative AI: The New Frontier in Work Dynamics

Ubiquitous Integration
Generative AI is rapidly becoming a cornerstone of the modern workspace. An overwhelming majority
are now integrating AI into their daily routines, signalling a significant cultural and operational shift in
the workplace, with 80% of professionals using it to do support work activities. This widespread
adoption is a testament to the technology's robust capabilities and its potential to reshape how we
approach work.

Never
20%
Daily
30%

How often do you use Once a month

Generative AI at work? 12%

2 times a week
Once a week 18%
20%

Diverse Applications
Generative AI's versatility is clear, as it is employed across a broad spectrum of activities, with text
generation and copywriting (25%) leading the way, followed by brainstorming (18%), and research (14%).

Text generation and copywriting 25%

Brainstorming and ideation/ innovation 18%

Research and education 14%

Productivity and automation 13%

How employees and employers are
using Generative AI for work activities Data Analysis 11%

Image creation 8%

Code 5%

Visuals/ 3D / Video 4%
 Generative AI: The New Frontier in Work Dynamics

Most Popular Generative AI Use Cases

Writing Assistant
Category Most Common Use Cases
Generating blog posts, video transcripts, emails, social media content,
creating diverse texts, Social media communication, Marketing copy,
Text generation and copywriting
Customer service responses, Generating ideas for articles and PR,
Copywriting for advertisements, Generating plans and strategies

Getting started on ideas, overcoming group thinking, assisting in

Brainstorming and ideation
brainstorms, generating creative ideas

Research, drafting documentation, studying market trends, identifying

Research and education
keywords, generating educational content

Operational Enhancements
Business operations are seeing a new era of efficiency, with AI driving productivity (13%) and
data analysis (11%).

Category Most Common Use Cases

Quickly generating placeholder texts, translating emails, automating tasks,
Productivity and automation assisting in A/B testing and subject lines, Summarising research and
documentation, Creating customer journeys

Analysing data, generating, and correcting texts for research, summarising

Data analysis
briefs, supporting analysis of A/B test results

Design and Creative

Its value in visual content generation, although used by a smaller percentage (8%), is nonetheless notable.

Category Most Common Use Cases

Generating images for PowerPoint presentations, marketing campaigns, CGI
Image creation
images, creating visuals for online use

Generating images for advertising, creating videos, assisting in Photoshop

Visuals/3D/Video
and Illustrator tasks

</> Coding
Category Most Common Use Cases
Helping with code debugging, brainstorming code ideas, generating code
Code
documentation

With its ability to streamline processes and foster innovation, Generative AI is fast becoming a
strategic asset for organisations. Teams integrating AI tools into their workflows can expect
significant gains in efficiency and productivity.
 Generative AI: The New Frontier in Work Dynamics

Generative AI's influence is

sweeping across sectors, with
53% acknowledging its impact
and over 25% anticipating future
influence.
 Generative AI: The New Frontier in Work Dynamics

Industry Disruption and Adoption

Generative AI is making a significant impact across various sectors, with Media/Entertainment and
Advertising/Marketing at the forefront, embracing the technology vigorously. Meanwhile, traditional
industries like Health/Medical/Pharma are more cautious, indicating a diverse rate of adoption and
potential for disruption by AI.

Senior leaders across industries highlight: ‘The rapid pace at which we [they] need to build
expertise’ to keep up with the rate of adoption and change of AI is increasing exponentially.

The impact of Generative AI on Different Industries

Has GenAI impacted your industry?

No, but
No, but
Sector Yes probably Not sure
probably will
won’t
Media/Entertainment 73% 27%
Advertising/Marketing 73% 15% 3% 10%
Data/ IT 67% 19% 5% 9%
Education 59% 32% 5% 5%
Hospitality 50% 36% 14%
Finance/Accounting 49% 41% 5% 4%
Non-profit 45% 27% 9% 18%
Transportation/Logistics 43% 24% 33%
Operations 43% 36% 14% 7%
Manufacturing/Producing 41% 32% 12% 15%
FMCG 40% 35% 5% 20%

Sales/Business Development 33% 47% 13% 7%

Human Resources 31% 31% 8% 31%
Health/Medical/Pharma 29% 47% 9% 15%
 Generative AI: The New Frontier in Work Dynamics

The positive impact of Generative AI is acknowledged,

with productivity enhancements being the most notable benefit.

Productivity and time-saving 31%

Automation and process efficiency 25%

Improving existing products/services 12%

Where has [Gen] AI had the biggest 10%

Upskilling the workforce
impact on your organisation?
None 9%

7%
Cost reduction

New product discovery or insights 7%

Job Displacement
Generative AI is transforming job roles industry-wide, yet the degree of displacement is often
moderate to low according to the majority of employees and employers. Higher displacement is noted
in sectors like FMCG, Transportation/Logistics, and Manufacturing, likely due to AI's automation
capabilities. Conversely, Media/Entertainment and Health sectors face less displacement, possibly
owing to their complex, creative, or specialised tasks that are more resistant to automation.

Impact of Generative AI Adoption on Job Displacement

Significant High Moderate Minimal Low
Sector
Displacement Displacement Displacement Displacement Displacement

Media / Entertainment 9% 9% 9% 55% 18%

Education 7% 7% 50% 36%
FMCG 20% 20% 40% 20%
Advertising / Marketing 3% 25% 39% 33%
Human Resources / Tale 14% 57% 29%
Health / Medical / Pharma 24% 24% 54%
Hospitality 11% 22% 22% 44%
Transportation / Logistics 20% 20% 20% 40%
Data / IT 2% 11% 32% 19% 35%
Finance / Accounting 4% 11% 33% 13% 39%
Sales / Business Development 67% 11% 22%
Manufacturing / Producing 20% 45% 5% 30%
 Generative AI: The New Frontier in Work Dynamics

The Biggest Hurdles in Implementing AI and Generative AI

Organisations face a spectrum of challenges when implementing AI, as depicted in the graph below.
The most significant hurdle, is the difficulty of integrating AI into existing workflows, indicating a
struggle to align new AI processes with established systems. Compliance with AI laws and regulations
also presents a significant challenge, reflecting concerns about navigating the legal complexities of AI
use.

Organisational Challenges Implementing AI

Difficulty in integrating AI into
12%
existing workflows
Compliance with AI laws and
11%
regulations
Limited budget for training
11%
initiatives

Resistance to change among

11%
employees

Lack of AI talent / difficulty in

11%
hiring AI talent
Limited budget for tooling and
9%
infrastructure
Insufficient data quality and 9%
integration

Rate of technological change 9%

Insufficient access to relevant

8%
training resources
Lack of trust in AI vendors and 6%
providers
No significant challenges 4%
encountered
0% 5% 10% 15%

Remarkably, only 4% report no significant challenges, implying that nearly all organisations face
hurdles to some degree when adopting AI technologies. These challenges underscore the need for
tech and skill prioritisation, resource allocation, and cultural readiness for businesses to successfully
harness the power of [Generative] AI.
 Generative AI: The New Frontier in Work Dynamics

AI Governance and Risk Mitigation Across Industries

In the dynamic landscape of intellectual property, data privacy, and protection regulations surrounding
AI, organisations are grappling with the challenge of ensuring effective AI governance and mitigating
the risks associated with AI misuse. This chapter delves into the responses from diverse industries,
shedding light on the proactive measures being taken and variations across sectors.

Industry Breakdown

Banking and Accounting: Data/IT Industry:

Leading the Charge Embracing Best Practices
Companies in the Banking and Accounting Following closely, the Data/IT industry
sector surpassed the average, with almost showcased a commendable performance,
64% of organisations asserting that they with nearly 55% of companies adopting
have implemented measures to ensure best practices to ensure data protection in
effective AI governance in response to the the realm of AI. This reflects a heightened
risks of AI misuse. This industry's proactive emphasis on safeguarding data integrity
stance underscores the critical importance and security in the face of advancing AI
placed on navigating the intricacies of AI technologies.
within the financial domain.

Marketing: Healthcare Sector:

Room for Improvement Lagging Behind
Contrastingly, the Marketing sector reported The healthcare sector appears to be trailing
a significantly lower average, with only 33% the average, with 22% of companies
of companies indicating that they are reporting measures to combat AI misuse.
actively implementing measures to This finding underscores the need for
effectively combat AI misuse. This suggests increased attention and concerted efforts
a potential gap in awareness or within the healthcare industry to address
implementation of AI governance practices the challenges posed by AI in a rapidly
within the marketing domain. evolving technological landscape.
 Generative AI: The New Frontier in Work Dynamics

Functional-Level Integration
Generative AI is increasingly being used in the workplace, but its impact on job functions is varied.

While 80% of professionals use Generative AI at work,

👉 51% report no impact on their job responsibilities or teams.

This indicates that the technology is augmenting existing roles rather than replacing them, or that it is
still early in the adoption cycle with the ripple effect on jobs still lagging.

Impact of Generative AI Across Business Functions

Has Gen AI impacted your functional responsibilities?

Function Yes No Not sure

Data / IT 49% 45% 6%

Sales / Business Development 38% 42% 19%
Finance / Accounting 35% 50% 15%
C-Suite / Leader / Founder 34% 45% 21%
Advertising / Marketing 34% 53% 13%
Consulting 33% 50% 17%
Operations 21% 68% 11%
Human Resources / L&D 20% 60% 20%
Product Management 15% 46% 38%
Design / Creative 13% 63% 25%

A minority of respondents (34%) report that Generative AI has influenced their roles or teams, mainly
noting enhancements in work efficiency, productivity, and data handling. The most pronounced impact
is within Data and IT sectors, indicating Generative AI's critical role in these technical areas. Meanwhile,
15% remain uncertain about its effects.
 Generative AI: The New Frontier in Work Dynamics

Sales, Business Development, Finance, and C-suite also report noticeable effects from Generative AI
integration, which may include task automation and enhanced data analytics. Conversely, areas like
Marketing, HR, and Design report less disruption, possibly due to the creative and human-centric
nature of these fields, which may not be as easily supplanted by AI technologies.

Frequency of Generative AI usage at a functional level

Twice a Once a Once a

Function Daily Never
week week month

Advertising / Marketing 39% 17% 23% 14% 7%

Data / IT 36% 19% 18% 9% 18%

C-Suite / Leader / Founder 31% 24% 19% 12% 14%

Product Management 28% 32% 20% 12% 8%

Human Resources / L&D 28% 17% 22% 6% 28%

Sales / Business Development 27% 10% 17% 12% 34%

Consulting 24% 18% 29% 12% 18%

Finance / Accounting 20% 29% 14% 11% 26%

Operations 20% 9% 20% 13% 38%

Design / Creative 18% 14% 32% 23% 14%

Marketing, Product Management and Business Leadership, have reported the highest usage
of Generative AI. Yet, despite daily usage, they report minimal disruption to functional
responsibilities. Suggesting that:

➔ Generative AI is used to enhance efficiency and support tasks, not replace human roles.
➔
➔ Professionals are utilising AI to streamline and improve their workflows without altering
the core nature of their jobs.
➔
➔ These fields may be in the initial stages of AI integration, where the technology's potential
hasn't fully transformed their roles yet.
➔
➔ The tasks augmented by AI in these areas are often not central to their main
responsibilities, so while AI is used daily, it's not leading to significant job changes.

This speaks to the need and urgency for training on AI for these teams!
 Generative AI: The New Frontier in Work Dynamics

Trending AI Tools:

ChatGPT emerges as the most commonly used tool due to its

Accessibility, affordability, and premium options.
Followed by Bard, Midjourney, DALL-E, Bing and Perplexity

As Generative AI tools advance in sophistication, they are starting to take on tasks that were previously
considered unique to human creativity. Industries such as marketing, graphic design, and content
creation are witnessing the positive impact of these tools, empowering professionals to generate
creative ideas and prototypes with unprecedented speed. This doesn't suggest a substitution of human
creativity but rather enhances it, facilitating a fusion of human ingenuity and algorithmic efficiency.

Wanna know more? Read on!

 Generative AI: The New Frontier in Work Dynamics

Generative AI Predictions: A Glimpse into the Future

Positive Outlook

Generative AI is expected to enhance efficiency, automate repetitive

Efficiency and Innovation
tasks, and foster innovation across various fields.

There's consensus that Generative AI will become an integral part of

More Integration into Daily
daily work processes, aiding in content creation, research, and
Work
decision-making.

Generative AI will be implemented across more departments, including

Widespread Adoption
HR, R&D and others.

As AI evolves, its capabilities are expected to improve, making it more

Advancements in Technology
helpful and reliable, with less hallucinations.

Respondents look forward to learning to use AI more efficiently and

Learning and Optimisation
integrating it into their workflows for maximum benefit.

Greater emphasis and efficiency gains predicted for marketing teams,

Marketing
especially linked to data analysis.

Move towards data analysis, enhancing providing deeper insights and

aiding decision-making. Leveraging AI for its ability to handle complex
Data Analysis
data sets and provide actionable intelligence, beyond just content
creation.

Collaboration between Increased collaboration between humans and AI, blending creativity
Humans and AI with AI's analytical capabilities.

Concerns and Scepticism

Some express concerns about job displacement in the future, fearing AI

Job Displacement
could replace certain roles and lead to unemployment as AI improves.

Privacy concerns and the need for ethical considerations, especially

Privacy and Ethical Issues
regarding data usage and potential misuse of AI

Striking a balance between AI-driven efficiency and maintaining core

Balancing Automation
skills is recognised as crucial.

Over Reliance & Quality Risk diminishing critical human skills and decision-making, while also
Control potentially leading to the propagation of inaccurate or biased outputs.

Some foresee challenges related to regulations and legal complications,

Regulatory Challenges
suggesting careful handling of AI's evolving landscape.
 Generative AI: The New Frontier in Work Dynamics

The Path Forward: Responsible AI Adoption

In implementing Generative AI, businesses and individuals must weigh its benefits against concerns
like job displacement, privacy, and quality control. Emphasising efficiency and innovation requires the
creation of ethical guidelines and regulatory frameworks for responsible AI use. There's a consensus on
the advantages of Generative AI, highlighting the importance of its conscientious application, ongoing
education, and careful management of its evolving impact on multiple industries.

Next chapter:
Strategies for Navigating the Skill Evolution!
Chapter 06

Workforce Strategies
for Navigating the Skill
Evolution in the Age of
Generative AI
 Workforce Strategies for Navigating the Skill Evolution in the Age of Generative AI

Workforce Strategies for Navigating the Skill

Evolution in the Age of Generative AI
It's evident that the workforce landscape is rapidly changing, primarily driven by the transformative
power of Generative AI. To thrive in this era of digital transformation, both employers and employees
must prioritise workforce training and skills-building. This is not just a recommendation; it's a
necessity.

Challenges on the Horizon:

The barriers to successful digital transformation are clear - insufficient investment in people and
training, combined with a scarcity of essential skills. This echoes our other findings, where
respondents expressed doubt about the alignment of current training strategies with the evolving skill
demands of 2024 and beyond.

Not aligned 11%

Slightly aligned 28%

How do your current training Moderately aligned 33%

strategies align with the expected
evolution of skills? Aligned 23%

Highly aligned 5%

A mere 28% of respondents believe their organisation's training strategies are in sync with the
changing landscape, especially in areas like Generative AI, Data, Marketing, and Finance. This
disconnect is a wake-up call for business leaders.
 Workforce Strategies for Navigating the Skill Evolution in the Age of Generative AI

Embracing Upskilling and Reskilling

The path forward necessitates proactive upskilling and reskilling efforts. Surprisingly, 37% of
respondents believe it's their personal responsibility to upskill, while only 11% plan to reskill. This
indicates a prevalent desire to deepen existing skill sets. Remarkably, 32% aim to upskill both
themselves and their employees, with an additional 37% focusing on workforce upskilling.

Key Skills for the Future:

Generative AI Data analytics

Digital marketing Leadership

Digital transformation Critical thinking

Data science UX design

Social media Digital product

management management

SEO

Looking Beyond:

Furthermore, mentions of skills like VR/AR Development, Mobile App Development, Digital Literacy, and
Behavioural Psychology underline the diverse skill demands of the future.
 Workforce Strategies for Navigating the Skill Evolution in the Age of Generative AI

The Road Ahead: Preparing for the Skill Evolution

Businesses must take proactive steps to prepare for the evolving skill landscape driven by Generative
AI. Here's a concise roadmap:

1 2
Develop Digital Transformation Strategy: Upskill in Generative AI:
Create a comprehensive strategy that As the leading skill for 2024, provide
recognises the growing importance of targeted training programs in Generative AI
Generative AI and integrates it within the to ensure your workforce is proficient in
broader business objectives for 2024. this key area.

3 4
Align Training with Skill Shifts: Reinforce Continuous Learning:
Align organisational training initiatives with Strengthen a culture of continuous
the changes in skill priorities, reshaping learning that encourages adaptability to
development programs to be more in tune skill changes and technological
with digital competencies. advancements.

5 6
Address Upskilling Needs: Maintain Flexibility in Strategy Execution:
Proactively identify and act on upskilling needs, Ensure flexibility in the execution of
especially in domains like Digital Marketing, training strategies, remaining responsive
Project Management and User Experience, to the dynamic nature of technology and
which are undergoing changes in priority. the evolving skill set it demands.

7
Monitor Emerging Skill Areas: By following these steps, organisations
can effectively navigate the skills
Keep an eye on the growing importance of
evolution. It's not just about staying
Data Science, Machine Learning, and
competitive; it's about staying relevant.
Sustainable Technologies, which have
shown an uptick in priority, suggesting they
may become more critical in the future.
 Workforce Strategies for Navigating the Skill Evolution in the Age of Generative AI

The Road Ahead: Preparing for the Skill Evolution

Businesses must take proactive steps to prepare for the evolving skill landscape driven by Generative
AI. Here's a concise roadmap:

1 2
Develop Digital Transformation Strategy: Upskill in Generative AI:
Create a comprehensive strategy that As the leading skill for 2024, provide
recognises the growing importance of targeted training programs in Generative AI
Generative AI and integrates it within the to ensure your workforce is proficient in
broader business objectives for 2024. this key area.

3 4
Align Training with Skill Shifts: Reinforce Continuous Learning:
Align organisational training initiatives with Strengthen a culture of continuous
the changes in skill priorities, reshaping learning that encourages adaptability to
development programs to be more in tune skill changes and technological
with digital competencies. advancements.

5 6
Address Upskilling Needs: Maintain Flexibility in Strategy Execution:
Proactively identify and act on upskilling needs, Ensure flexibility in the execution of
especially in domains like Digital Marketing, training strategies, remaining responsive
Project Management and User Experience, to the dynamic nature of technology and
which are undergoing changes in priority. skills.

7
Monitor Emerging Skill Areas:
Keep an eye on the growing importance of
Data Science, Machine Learning, and Rapid
Commercial Growth
Digital Marketing
GenAI for Design
Experimentation Fundamentals
Sustainable Technologies, which have
shown an uptick in priority, suggesting they
may become more critical in the future. AI for Productivity Growth Marketing Data Presentation
ChatGPT Prompt
Engineering

Data-Driven Building a Data Growth Mindset and

By following these steps, organisations Growth Marketing Culture

Cultiv
Experimentation

can effectively navigate the skills

a
Organ te a Learnin
isatio g
n

evolution. It's not just about staying

competitive; it's about staying relevant.
Chapter 07

Sector Insights and

Trends: Marketing
 Sector Insights and Trends: Marketing

Sector Insights and Trends: Marketing

Understanding the intersection of technology trends and essential skills is crucial for strategic
decision-making in shaping the future of Marketing. Let’s dive in!

Technology Trends
The industry is undergoing a transformative shift, with Artificial Intelligence (AI) and Generative AI
leading the charge (60%) as the most disruptive technologies. Emerging technologies like Martech, Big
Data, and AR/VR are on the horizon. Notably, Martech and Automation are expected to be less
disruptive in 2024.

Artificial Intelligence (AI) and Generative AI 60%

None - No significant disruption 6%

The most anticipated disruptive Martech 6%

technologies in Marketing in 2024
Big Data 6%

AR/VR 5%

AI technologies are reshaping marketing strategies, enabling personalised customer experiences and
revolutionising content creation. This shift towards data-driven decision-making and real-time
adjustments necessitates integrating AI more deeply into marketing. Crucially, AI's role in personalised
marketing will use data to uniquely tailor user experiences, enhancing engagement and effectiveness.

Insight:
The strong industry focus on AI signals a data-driven future,
with implications for real-time decision-making.
 Executive Summary

Skills shift
There's been a notable shift in priorities between 2023 and 2024. While Growth Marketing skills remain
significant, there's a 3% drop YoY, with Generative AI skills rising from 12% to 15%. This shift
underscores the industry's emphasis on strategic adaptation in the era of AI, coupled with the growing
importance of data analytics.

Top 10 Marketing Skills 2024

Growth marketing

Generative AI

Digital transformation and strategy

Data analytics and visualisation

Product development and management

Leadership

Project management

UX design / creativity

Soft skills

Sales and customer service

This shift underscores the increasing significance of AI and data analytics, signalling a wider
transformation in marketing roles and career paths. Marketers must now develop a hybrid skill set,
blending traditional marketing savvy with advanced digital skills. Nowadays, T-shaped professionals
are essential for teams and organisations.
 Sector Insights and Trends: Marketing

Insight:
The industry is gearing up for
digital transformation, placing
a premium on skills aligned
with the AI-driven landscape.
 Sector Insights and Trends: Marketing

Impact Assessment: Generative AI

Generative AI Adoption:
Productivity Boost:
A robust segment of the
Adaptation contributes
sector (73%) acknowledges
primarily to productivity,
Generative AI's substantial
time savings, and
impact, surpassing the
operational efficiency.
industry average (53%).

[ An Accenture, Social Advertising Expert, anticipates a significant, yet positive, disruption

in workforce skills due to Generative AI. They note the main challenge as a "loss of skills
and agility in a rapidly changing environment," but currently harness AI to enhance ad
creation, strategy, and brainstorming. Looking ahead, they expect even greater AI
integration, signalling a transformative shift in marketing practices. ]

Challenges and Opportunities

Despite the enthusiasm for AI in the Marketing sector, challenges persist. Integration into existing
workflows poses a significant hurdle, accompanied by budget constraints for training initiatives. This
emphasizes the need for upskilling in AI, especially considering the industry's struggle in sourcing AI
talent.

Challenges predicted in implementing AI

Difficulty in integrating AI into existing
workflows 14%

Limited budget for training initiatives 11%

Lack of AI talent /
difficulty in hiring AI talent 11%

Insufficient data quality and integration 10%

Compliance with AI laws and regulations 10%

Rate of technological change 10%

Insufficient access to relevant

9%
training resources

Resistance to change among employees 8%

Limited budget for tooling and

7%
infrastructure

Lack of trust in AI vendors and providers 6%

No significant challenges encountered 4%

0% 5% 10% 15%
 Sector Insights and Trends: Marketing

Data Privacy Concerns:

The slow progress in AI governance and data privacy is a pressing concern. With only 33% of the
industry taking active steps to address these issues, the risk of non-compliance and ethical missteps
looms. The marketing industry needs to take active steps to adhere to regulatory requirements and
embrace ethical marketing practices that respect consumer privacy and trust. By doing so, businesses
can safeguard their reputation, build trust with their audience, and navigate the complexities of the
digital age with confidence.

Functional Trends in Marketing

Top Marketing Skills
As the marketing landscape evolves, the skills required to navigate the marketing function are
shifting rapidly.
Marketing analytics takes precedence as the most crucial skill. Highlighting the need for a
data-centric approach for deeper consumer insights, optimising marketing objectives and
processes, getting a better return on investment.

Essential Skills for Marketing Professionals in 2024

1 Marketing analytics 6 SEO and semantic search

2 AI and automation 7 Digital communications

3 Growth marketing 8 Experimentation and A/B Testing

4 Customer experience 9 Ethical marketing

5 Content marketing 10 Omnichannel marketing strategy

 Sector Insights and Trends: Marketing

Building a Marketing Strategy in 2024

In crafting effective marketing strategies for 2024, the landscape is marked by a notable shift away
from traditional approaches, with marketers prioritising innovative methods aligned with evolving
consumer preferences. The top-ranking strategies include AI-powered marketing automation, organic
growth, hyper-personalisation, influencer marketing, user-generated content (UGC), and video
marketing.

These approaches signify a departure from conventional PPC advertising, reflecting a growing
emphasis on authenticity, individualised connections, and immersive experiences. Again we are
reminded of how privacy and data protection rank lower on the agenda for Marketeers, raising a degree
of concern and highlighting a potential gap in addressing data governance and ethical marketing
practices. This prioritised list underscores the need for more personalised, relationship-centric, and
technologically advanced strategies to navigate the dynamic marketing landscape in 2024.

Marketers plan to prioritise the following tactics in their

2024 marketing strategy:

1 AI-powered marketing automation

2 Organic

3 Hyper-personalisation

4 Influencer marketing

5 User-Generated Content (UGC)

6 Video marketing

7 PPC

8 Virtual reality / Augmented reality

9 Sustainability marketing

10 Privacy and data protection

11 Social commerce

12 Voice search optimisation

 Sector Insights and Trends: Marketing

Generative AI Usage
of marketing professionals believe Generative AI has impacted their functional
Only 35% responsibilities or teams,

actively use Generative AI at work. Of which, 40% use it daily for tasks related to:
93% copywriting and brainstorming, suggesting a deeper integration into daily functions.

Text generation and copywriting 30%

Brainstorming and ideation / innovation 22%

Research and education 14%

Image creation 12%

How Marketing Professionals are
using Generative AI at work Productivity and automation 9%

Data analysis 8%

Code 3%

Visuals / 3D / Video 2%

Top Generative AI Marketing Use Cases

Copywriting and Content Creation:
➔ Drafting ideas for presentation formats.
➔ Generating blog posts, articles, and video transcripts.
➔ Creating copy for ads and campaigns.
➔ Generating content for social media posts and newsletters.
➔ Writing articles, blogs, and PR content.
➔ Drafting communication around concepts and product descriptions.

Idea Generation and Brainstorming:

➔ Sparring partner for literature and content marketing purposes.
➔ Creating creative names for projects.
➔ Identifying keywords for persuasive communication.
➔ Thinking out brand training and adapting copy to make it more original.
➔ Brainstorming marketing claims and strategies.

Research and Analysis:

➔ Performing research and generating ideas.
➔ Analysing data and creating comparative analyses.
➔ Researching and finding inspirations.
➔ Aiding in A/B testing, subject lines, and ideas for use cases.
➔ Optimising targeting in paid media, landing pages, and ad texts.
 Sector Insights and Trends: Marketing

Future Predictions
Marketeers anticipate broader adoption of Generative AI for data analysis beyond current
applications in copywriting and brainstorming. This aligns with marketing's evolving needs and
expectations, linked to marketing analytics and customer insights as tools for competitive advantage.

Trending AI Tools Marketers are using:

Looking to the Future of Marketing

If you are a marketeer, or leading a Marketing team, the skills employees and employers are interested
in learning in 2024 and beyond are:

Upskilling and Reskilling Trends in the Marketing Industry in 2024

Generative AI 18%
Data analytics 11%
Digital marketing 8%
Digital transformation / strategy 8%
Leadership / soft skills 8%
Project management 6%
Critical thinking / problem-solving 6%
Social media management 6%
Search engine optimisation (SEO) 6%
UX design 4%
Sustainability / green practices 4%
Digital product management 3%
Coding / software development 3%
Data science / ML 2%
Big data 2%
Blockchain technology 2%
Cybersecurity 1%

0% 5% 10% 15% 20%

 Sector Insights and Trends: Marketing

Future Predictions
As the Marketing sector looks to the future, it stands at the intersection of technology and creativity.
The surge in AI adoption, coupled with a strategic focus on growth marketing, defines the trajectory for
2024. Success lies in the industry's ability to upskill its workforce, prioritise data governance, and
adapt marketing strategies to align with consumer expectations. The journey forward involves not just
keeping pace with technological advancements but leading the way with innovation, purpose, and a
customer-centric mindset.

Wanna know more? Read on!

 Sector Insights and Trends: Marketing

Marketers increasingly want to

learn more about ChatGPT and AI,
and how to create effective
prompts for copywriting.

They highlighted the need for

data analysis skills in addition to
specialist Digital Marketing skills
related to Content Marketing and
Storytelling, Communication,
Understanding customer issues,
CRO and Email Marketing.
Chapter 08

Sector Insights and

Trends: Data and IT
 Sector Insights and Trends: Data and IT

Sector Insights: Data and IT

Technology Trends
In the dynamic landscape of Data and IT, the anticipation of disruptive technologies in 2024 centres
around AI and Generative AI at 61%. This sector is poised for more varied disruptions compared to
others, encompassing Quantum Computing, 5G, AR/VR, and Climate technologies.

Artificial Intelligence (AI) and Generative AI 61%

None - No significant disruption 11%

Automation 10%

Software development 3%

Quantum Computing 3%
The most anticipated disruptive
technologies in Data/IT in 2024
Big Data 3%

Cloud 2%

Climate technologies 2%

5G 2%

Insight:
The tech sector is ready for a diverse technological upheaval,
embracing advancements beyond AI.
 Executive Summary

Skills shift
When comparing key skills in the Data/IT industry between 2023 and 2024 it revealed intriguing trends
that reflect the industry's evolving priorities and demands.

Notably, Generative AI experienced an upward trajectory, increasing from 13% in 2023 to 16% in 2024,
indicating a heightened emphasis on harnessing the capabilities of AI and Generative AI technology
by developing these skills.

Top 10 Data/ IT Skills for 2024

Generative AI

Data analytics and visualisation

UX design / creativity

Product development and management

Growth marketing

Leadership

Digital transformation and strategy

</> Software development

Project management

Sales and business development

 Sector Insights and Trends: Data and IT

Skills shift

Data analytics and visualisation, although experiencing a slight

decrease in priority from 10% to 9% YoY, remains a key priority.
Highlighting the ongoing importance of data-driven decision-making.

User experience and design become more important, underscoring

the industry's recognition of the critical role that a seamless and
user-friendly interface plays in technology adoption.

Product development and management also saw an increase YoY,

showcasing a growing focus on bringing innovative and user-centric
products to market.

Wanna learn more? Read on!

 Sector Insights and Trends: Data and IT

The shift in these skill priorities

reflects the industry's response to
the increasing influence of
Generative AI, the continued
significance of data, and a
heightened emphasis on enhancing
user experience and product
development, aligning with the
evolving demands of the IT/data
sector in 2024.
 Sector Insights and Trends: Data and IT

Impact Assessment: Generative

Recognition of Impact: Productivity and Automation:

67% acknowledge Generative Generative AI impacts
AI's substantial impact, productivity, time-saving, and
surpassing the industry automation, showcasing
average but trailing Marketing. versatility in applications.

[ The CEO of Meddle highlights AI's power to "boost productivity and shape brand success."
Emphasising AI's strategic role, he notes, "AutoGPT Agents are revolutionising SaaS," and believes
"AI can amplify resources 100x when smartly utilised." Currently, Meddle uses AI for creating unique
animations, crafting job descriptions, and customising client offers, signalling AI's growing
influence in Data/IT and marketing. ]

Challenges and Opportunities

The biggest and unique challenges anticipated across this sector are Lack of AI talent/ difficulty in
hiring AI talent and compliance with AI laws and regulations, followed by concerns about the rate of
change of technology. What is clear from these responses is how the tech sector is much more
focused on compliance than all other sectors, looking to prioritise it. In addition, they appear to be
much more aware of the rate of change of the technology, and how this impacts forecasting and
workforce planning.

Challenges predicted in implementing AI

Lack of AI talent /
difficulty in hiring AI talent 13%

Compliance with AI laws and regulations 13%

Rate of technological change

12%

Difficulty in integrating AI into

11%
existing workflows

Resistance to change among employees 9%

Insufficient access to relevant

9%
training resources
Limited budget for tooling and
9%
infrastructure

Insufficient data quality and integration 8%

Limited budget for training initiatives 8%

Lack of trust in AI vendors and providers 6%

No significant challenges encountered 3%

0% 5% 10% 15%
 Sector Insights and Trends: Data and IT

Data Privacy Concerns:

54% of Data and IT companies are taking active measures to ensure effective AI governance and to
mitigate the risks associated with AI misuse.

Upskilling and Reskilling Trends in the

Data and IT Industry in 2024
Prioritising Generative AI training in 2024, the sector aims to bridge the skills gap. Technical and soft
skills, especially digital leadership and critical thinking, are gaining prominence.

Another important trend is the value of project management skills, especially agile project
management training.

Generative AI 20%
Data analytics 11%
Leadership and soft skills 8%
Digital transformation / strategy 7%
Critical thinking / problem-solving 7%
Data science / ML 7%
Digital marketing 6%
Project management 5%
Coding and software development 5%
Cybersecurity 4%
Search engine optimisation (SEO) 4%
Digital product management 4%

Big data 4%

UX design 3%
Social media management 2%
Sustainability / green practices 2%
Blockchain technology 1%

0% 5% 10% 15% 20%

 Sector Insights and Trends: Data and IT

Functional Trends in Data and IT

Top Data and IT Skills:
As the rate of technology, especially AI increases, tech leaders and data professionals working
specially in a data function or industry are increasingly focusing on AI/ Generative AI programming and
development, with a focus on understanding Large Language Models (LLMs), such as ChatGPT.

➔ Data Analysis and Visualisation also emerge as critical priorities, followed by Agile Project
Management Skills and Communication/Managerial Skills.

This collective recognition reflects the pivotal role these competencies play in navigating the new
workplace landscape of data and information technology. The prevalence of AI underscores the
increasing integration of advanced technologies, necessitating professionals to stay updated on AI
developments. For employees, this implies a need for continuous upskilling in AI-related competencies
and a heightened focus on effective communication and project management.

➔ Leaders in the data/IT function should prioritise fostering a culture of learning, ensuring their
teams acquire not only technical skills but also soft skills to communicate insights effectively.

The overarching theme suggests a demand for a holistic skill set that combines technical prowess with
interpersonal and project management capabilities, reflecting the multifaceted challenges and
opportunities within the data/IT function in 2024.

Essential Skills for Data/IT Professionals in 2024

Digital transformation/
1 AI and Generative AI development 6 Change Management

Programming and Software

2 Development
7 Critical Thinking

3 Data Analysis and Visualisation 8 Data Engineering & ML Ops

Data Security and

4 Agile Project Management Skills 9 Cloud Computing

Communication and Continuous Learning and

5 Managerial Skills 10 Adaptability
 Sector Insights and Trends: Data and IT

As Generative AI and LLMs

have become more and more
integrated, Critical thinking
skills are becoming
increasingly important.
 Sector Insights and Trends: Data and IT

Generative AI
Data and IT roles have been much more impacted by Generative AI than Marketing, with 44% of
respondents reporting that Generative AI has impacted their functional responsibility or team.

Whilst this function has been more significantly impacted by Generative AI than the average (31%), they
reported a much lower average usage than Marketers with 82% report using it at work, of which 36%
use it daily. Not surprisingly, tech professionals use Generative AI much less for text generation and
copywriting and see much more diverse and technical uses.

➔ Data professionals are increasingly leveraging generative AI to enhance productivity, automate

workflows, and intensify coding and data analysis efforts.

Text generation and copywriting 22%

Productivity and automation 18%

Data analysis 16%

Brainstorming and ideation / innovation 13%

How Data/IT Professionals are using
Generative AI at work Research and education 12%

Code 10%

Image creation 6%

Visuals / 3D / Video 4%

How are you using AI?

 Sector Insights and Trends: Data and IT

Based on the responses from data professionals, the top four use cases for Generative AI in the
data/IT function are:

Data Analysis:
Gen AI is widely employed for data analysis, aiding in understanding and
interpreting datasets, optimising data annotation, and improving content
creation.

Coding Assistance:
</> Gen AI is employed to assist in coding tasks, such as coding prompts,
message writing, translating code from one language to another, and
generating code documentation and unit tests.

Automation and Optimisation:

Data professionals leverage Generative AI for various automation tasks,
including optimising software, summarising information or data, and
generating plans and constructions.

These use cases reflect the versatile applications of Generative AI in enhancing productivity, creativity,
and efficiency across data analysis, content creation, coding, and automation within the data/IT
function.

Future Predictions
Data professionals envision a dynamic future for Generative AI, including increased usage and
integration into creative processes, content generation, and problem-solving. The shifting capabilities
of Generative AI are expected to enhance innovation, streamline tasks, and open new possibilities
across various operational aspects. Some professionals anticipate it becoming a crucial tool in
decision-making processes, self-optimised software development, and even for warehouse
management systems. However, there are concerns, such as the need for effective regulation to
prevent misuse and the recognition that reliance solely on Generative AI might compromise credibility.
Overall, the outlook is positive, with professionals anticipating Generative AI to become a standard tool
in modern employment, playing an increasingly central role in workflows and industry innovation.

Data Pros Zone in on Leading AI Tools:

The Data and IT sector stands at the forefront of technological advancements, with Generative AI
playing a pivotal role in shaping its future. Success lies in continuous upskilling, effective AI
governance, and a balanced approach to technical and soft skills.
Conclusion
 Conclusion

Generative AI, both a driver and

disruptor, requires proactive
management of integration,
upskilling, and ethical issues.

Success lies in blending human

expertise with AI efficiencies to
enhance human potential
across sectors.
 Conclusion

Conclusion
As we move through 2024, Generative AI's impact is reshaping industries and functions, demanding a
new approach to workforce dynamics and skill sets. Organisations must pivot towards digital agility,
value skills over traditional qualifications, and nurture an innovative workforce.

Generative AI, both a driver and disruptor, requires proactive management of integration, upskilling,
and ethical issues. Success lies in blending human expertise with AI efficiencies to enhance human
potential across sectors.

Human skills, particularly in connection and empathy, remain unmatched by AI, underscoring the
importance of authentic communication, especially in customer relations. As AI transforms the
workplace, the combination of human creativity and strategic thinking becomes more critical, ensuring
human talents stay relevant in a tech-enhanced future.

The push for skill evolution is critical, underscoring the importance of staying ahead of change.
Upskilling becomes a collaborative effort, benefiting individuals, teams, and organisations alike.
Cultures of lifelong learning lead to market leadership, increased productivity, and innovation.

Leadership now demands vision and strategic foresight, guiding organisations through AI-driven
changes. This leadership involves promoting a culture of learning, and strategic application of AI to
excel in the evolving world of work.

Get in touch!

Ronald Keusters [email protected]

B2B Director +31 628352343
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