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Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

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The post Bridging the Gap Between AI & Marketing appeared first on American Marketing Association.

Are you an AMA Professional Certified Marketer®️? Completing this bundle’s training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Meet Your Instructors

Alison Battisby

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

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Martin Waxman

Martin writes a popular Digital Marketing Trends newsletter, conducts AI research and leads digital and AI training workshops. Martin is also president of a consultancy and a member of the Institute for Public Relations Digital Media Research Center.

He regularly speaks at events across North America. Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, entitled “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society.

The post 2025 Trends Bundle (Social Media & AI Skills) appeared first on American Marketing Association.

Are you an AMA Professional Certified Marketer®️? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Meet Your Instructor

Martin Waxman

Martin writes a popular Digital Marketing Trends newsletter, conducts AI research and leads digital and AI training workshops. Martin is also president of a consultancy and a member of the Institute for Public Relations Digital Media Research Center.

He regularly speaks at events across North America. Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, entitled “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society.

Check out these resources:

Future of Marketing Institute: https://www.linkedin.com/company/future-of-marketing-institute

Digital Marketing Trends Newsletter: https://www.linkedin.com/newsletters/6642894648903823360/

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

The post AI Skills and Trends for 2025 appeared first on American Marketing Association.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

The post Artificial Intelligence (AI) for Marketing Professionals appeared first on American Marketing Association.

Join us on February 25th with a 90-minute virtual gathering that promises to be an insightful exploration into the intersection of artificial intelligence and marketing and a conversation about the tools that drive efficiency in both areas.

Kicking off the event, our distinguished thought leader will take the stage for an engaging 30-minute presentation, offering invaluable insights and strategies on leveraging AI in marketing practices. Attend to gain a deeper understanding of how AI is reshaping the marketing landscape and discover actionable tactics and tools to stay ahead in the industry.

Following the thought-provoking keynote, three esteemed sponsors will showcase their cutting-edge AI products through dynamic 20-minute product demos. Explore firsthand how these solutions are changing marketing strategies, driving efficiency, and enhancing customer engagement.

Don’t miss this unique opportunity to immerse yourself in the world of AI-powered marketing and gain a competitive edge in today’s dynamic business environment. Join us to unlock the limitless potential of artificial intelligence for your marketing endeavors.

The post Leading with AI in Marketing and the Tools to Succeed appeared first on American Marketing Association.

Note: you will be leaving the AMA website to complete your registration

The post Build Your Ultimate Personalized AI Marketing Assistant appeared first on American Marketing Association.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

The post The Influence of AI on SEO appeared first on American Marketing Association.

Highlights

• In this age of automation, marketers who want to stay competitive should not lose sight of the importance of “human” skills—especially communication, innovation and adaptability.
• When it comes to job-specific skills, the largest current competency gaps are in digital marketing, data and analytics, proving ROI and data privacy and compliance. These are areas where marketers are not fully equipped to meet the demands of their roles today.
• Marketers report a high level of uncertainty about how skills related to technology and channels will change over the coming years. This volatility is most apparent in AI, data privacy, search and social media.
• Gen AI is the top rated future skill, with 43% of survey respondents predicting it will become more important in five years.
• Data privacy is quickly rising in importance as a skill for marketers, driven by a wave of comprehensive state-based regulations and mounting consumer pressure.

Level Up Your Skills With the AMA

AMA offers training and certificates in the critical skills marketers need to advance and future-proof their careers.

Find More Learning

Our courses cover a wide range of topics, and you can choose from a variety of in-person and online formats that fit your schedule.

See All Upcoming Learning

The post The Skills Marketers Need in 2025 and Beyond appeared first on American Marketing Association.

In a new Journal of Marketing study, we find that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. We show that LLMs serve as excellent assistants for insights managers through different stages of the research process: study design, sample selection, data collection, and data analysis.  

The AI-Human Hybrid Approach  

Consider a business context in which a brand manager collaborates with a consumer insights manager to formulate the problem the research is trying to address and come up with a set of research questions. The two may collaboratively agree on a research design that, for example, begins with exploratory research (e.g., in-depth interviews) followed by descriptive research (e.g., a survey). These first two steps of the research process are largely led by humans. Although the brand and insight managers could consult an LLM to gather secondary research on the topic and explore use cases that could help inform the research questions or research design, they would still largely rely on their knowledge of the business context to formulate the research problem, questions, and design.  

Our central premise is that a human–LLM hybrid approach can lead to efficiency and effectiveness gains in the marketing research process. For this study, we partnered with a Fortune 500 food company and replicated two studies the company had conducted using an LLM. The first study was qualitative and centered around business questions for the Friendsgiving celebration. The second study focused on testing a new refrigerated dog food. For each study, we treated the original (human) studies as the “ground truth” and benchmarked the LLM generated studies against them. This approach allowed us to objectively evaluate the quality of synthetic data and investigate the role LLMs could play in knowledge generation.

For qualitative research, we find that LLMs are excellent assistants for data generation and analysis.  

• On the data generation front, LLMs effectively create desirable sample characteristics, generate synthetic respondents that match those characteristics, and conduct and moderate in-depth interviews. Our results show that LLM-generated responses are superior in terms of depth and insightfulness.  

• On the analysis front, LLMs perform well, matching human experts in identifying key ideas, grouping them into themes, and summarizing information. Although LLMs missed some themes that humans detected, they generated some that humans did not. Expert judges find that human–LLM hybrids outperformed their human-only or LLM-only counterparts. The upshot here is that LLMs and humans bring unique, complementary insights that managers should leverage. 

A Handy Research Assistant 

An LLM can be an excellent starting point for creating the first draft of a survey and can generate survey introductions, screener questions, and demographic questions with relative ease. The LLM can focus on the laborious, repetitive, and uninteresting tasks while the human expert can use this time savings to think more creatively about answers to the business questions and the quality of the insights. 

A significant advantage of LLMs as an assistant is their low cost. We believe that this single factor will contribute toward rapid adoption of LLMs for insight generation. The gains here are likely to be higher for hard-to-reach respondents (e.g., doctors, senior managers) because synthetic respondents do not get tired and can provide lengthy answers to many questions. In the B2B arena where the end users and buyers are not easy to reach, LLMs could be quite helpful in supplementing the information gathered from human respondents. As an intelligent engine, an LLM could be a revolutionary generator of prior information for a wide variety of business questions at a low cost. 

It is important to note that LLMs can be wrong, biased, or hallucinate when not trained on the relevant data. Therefore, a human supervisor is a necessary part of the marketing research knowledge production process. For example, the human can make decisions about when not to ask an LLM for help. This could occur when the information sought is new not only to the company but also to the world. Other examples include marketing research in cultural contexts to understand local customs and traditions, topics with ethical considerations such as targeting vulnerable populations, and obtaining insights from data containing personal information, where LLMs may lack the necessary safeguards for data security and privacy.  

Source: Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura, “AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators,” Journal of Marketing.

Go to the Journal of Marketing

The post The Ultimate Research Assistant: How Marketing Researchers Can Effectively Collaborate with LLMs appeared first on American Marketing Association.

AI is revolutionizing marketing, with a surprising twist. We collaborated with the American Marketing Association to survey 1,000+ marketing professionals, revealing that unlike social media’s bottom-up adoption, AI implementation is being driven by executives. Our report looks into this surprising flip, challenging assumptions about who leads technological change in the modern workplace.

Adoption

Executives are taking the lead in AI adoption, with 61% using AI weekly compared to only 42% of entry level staff. This top-down integration
highlights how AI adoption is being driven by those at the top, flipping the usual script where younger staff generally lead the charge for new technologies.

Confidence Flip

While 55% of executives trust AI to enhance creativity, only 33% of entry level marketers feel the same. This gap suggests senior leaders

AI’s creative potential are embracing AI not just as a tool but as a driver of creativity in marketing, while early-career professionals remain hesitant.

A Training Gap

The skills gap is widening: 65% of executives have received formal AI training, while only 34% of early-career marketers have received formal AI training had the same opportunities. This widening gap in training could lead to long-term disparities in AI skill sets across job levels.

Ethical Concerns

Entry-level marketers are more concerned with ethical issues like bias and copyright infringement, while executives focus on whether AI-generated content meets client expectations. This contrast in meeting client standards reflects how different roles view AI: entry-level marketers worry about the immediate ethical risks, while senior leaders prioritize maintaining brand reputation and meeting external standards.

Executive Edge

Executives are integrating AI into advanced applications like design, collaboration, and audience targeting—areas not reflected in entry-level marketers’ top uses. This strategic use of AI is enhancing executive capabilities and transforming how marketing teams drive innovation and achieve results.

“Our research shows that AI is more than just another marketing tool – it’s changing how leaders run their business,” said Zeev Farbman, CEO and co-founder of Lightricks. “By embracing AI for strategic and creative purposes, executives are demonstrating how generative AI can drive transformative results. At Lightricks, we are committed to empowering marketers at every level to unlock the full potential of this technology.”

The post The Bottom Line: A New Era of Top-Down Digital Transformation appeared first on American Marketing Association.