In this webinar we address the topic of how AI will change work.
Emerging Skills in the Age of Artificial Intelligence
An insightful webinar organized by Athics focused on the evolving skill sets required in marketing and how artificial intelligence (AI) is reshaping the professional landscape. The event featured industry experts, including Alice Mazzucchelli, Associate Professor at the University of Milano-Bicocca, and Giulia Bosi, Director of the Marketing Automation Academy & Learning Consultant at 7 Hype.
The Importance of New Skills
Modern marketing is undergoing a radical transformation, largely driven by technological innovation. One of the key takeaways from the webinar was that the skills needed to navigate this shift go beyond technical know-how. Soft skills such as critical thinking, creativity, and communication have become equally essential. These “transversal” or cross-functional competencies are now crucial for marketing professionals, who must blend technology with human interaction in an increasingly digital world.
Alice Mazzucchelli shared findings from research conducted by CRIET, emphasizing the importance of these soft skills alongside more technical abilities, such as data analysis and digital fluency. The research highlighted a growing demand for professionals capable of interpreting and leveraging data to engage with consumers in personalized and meaningful ways.
Conversational Marketing and Technology
Another key topic explored during the webinar was the rising role of conversational marketing—a strategy that leverages technologies like chatbots and virtual assistants to interact with consumers. Giulia Bosi stressed that implementing these tools must be driven by clear strategic goals. Only then can businesses fully harness the potential of technology to enhance the user experience.
Upskilling and Cultural Adaptation
Upskilling emerged as a central theme in the discussion. Companies must invest not only in technology but also in the ongoing development of their workforce’s skills. The cultural shift required by these changes is not always easy, but it is essential for successfully navigating the evolving work environment.
Alice also highlighted the need for a “standardized taxonomy” to bridge communication gaps between departments such as IT and marketing, which often operate with different languages and priorities.
Conclusion: Toward a Collaborative Future
In conclusion, the webinar offered both an optimistic and realistic outlook on the future of marketing. Those who are able to adapt and reinvent themselves by combining digital expertise with human-centered skills will be best positioned to thrive. The fusion of technology and humanity is not just desirable—it is vital for success in this new era.
As Giulia Bosi pointed out, the future of work is not a competition between humans and machines, but a synergistic collaboration where technology amplifies human capabilities, enabling greater development and creativity in the marketing world.
Staying informed and open to continuous learning will be key to meeting the challenges—and seizing the opportunities—of a constantly evolving job market.