In one 2026 survey of more than 900 marketers, just about 3% described themselves as AI experts. At the same time, most marketing and comms teams are already using AI tools in some form, from ChatGPT and Copilot to Canva’s AI features. That gap between the tools on the desk and the skills in the room is the defining professional challenge of 2026.
The Reality in 2026
Let’s make this practical.
This is a skills audit — an honest look at what communications and marketing professionals need today, and where many teams are falling short.
Recent B2B marketing surveys show:
- Most marketers have little or no formal AI training
- Over half say there is an AI skills gap in their own teams
Jasper’s 2025 State of AI in Marketing report found that while two-thirds of marketers are already using AI, fewer than one in three have clear guidance on how to use it.
What I’m Seeing in Training Rooms
Across training sessions, the pattern is clear.
People are using AI tools every day.
But they are:
- Using them like search engines
- Not understanding how they work
- Not integrating them into workflows
- Not thinking about governance
That is not an AI capability.
That is experimenting with a powerful tool you do not fully control.
The Skills Gap Is Real
The data backs this up:
- 68% of marketers receive no formal AI training
- 51.7% say there is an AI skills gap in their team
- Leaders now see the AI skills gap as the biggest barrier to adoption
This is not a technology problem.
It is a skills problem.
The 3 Skills That Matter in 2026
1. AI Literacy
You need to understand how AI works.
Not coding — but concepts:
- What large language models do
- Why hallucinations happen
- What are the limitations
Without this foundation, outputs will feel off — and you will not be able to explain why.
2. Practical AI Fluency
This is where real value lives.
It is not about occasional use. It is about integration.
That includes:
- Custom GPTs for your team
- Reusable prompt frameworks
- AI for research, planning, and analysis
- Embedding AI into daily workflows
You need to be as fluent in AI as you are in email.
3. AI Governance
This is the biggest blind spot.
Every comms professional now needs to understand:
- AI use policies
- Data privacy responsibilities
- Ethical AI use
- Regulations like the EU AI Act
Because you are the ones publishing content.
Governance is part of your role now.
Why This Matters
The skills that made you excellent five years ago still matter.
Your writing.
Your stakeholder awareness.
Your ability to shape a message.
But they are no longer enough on their own.
The professionals moving ahead are combining those skills with AI capability.
The ones who are not are falling behind faster than they realise.
My Take
A skills gap is only a gap if you leave it unfilled.
Right now, many comms teams are:
- Under-trained
- Under-governed
- Over-reliant on tools they do not fully understand
But that is also the opportunity.
If you close that gap now, you become indispensable.
Not because AI replaces your role.
But because you understand it well enough to lead.
If you want to build your AI literacy and skills, I can help
📚 Grab AI Playbook on Amazon, the perfect podcast companion.
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🎓 Take the CPD Accredited AI Playbook Diploma
📞 Book a call at digitaltraining.ie
Sources
CoSchedule, After the AI Shift: What Marketers Are Prioritising in 2026 (March 2026): https://coschedule.com
Marketing Week, 2025 State of B2B Marketing Survey: https://www.marketingweek.com
Deloitte, State of AI in the Enterprise 2026 (survey of 3,235 senior leaders): https://www.deloitte.com/us/en/what-we-do/capabilities/applied-artificial-intelligence/content/state-of-ai-in-the-enterprise.html
AI Playbook Diploma: https://publicsectormarketingpros.com/professional-diploma-ai-marketing/
Key Statistics
Only 2.66% of marketers identify as AI experts (CoSchedule, March 2026)
68% of B2B marketers receive no formal generative AI training (Marketing Week, 2025)
51.7% of B2B marketers acknowledge an AI skills gap in their own teams (Marketing Week, 2025)
AI skills gap named the No. 1 barrier to successful AI integration (Deloitte, 2026)
About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
