Aspiring marketers are entering the industry at a difficult but exciting time.
Competition for jobs could become even more intense, with the recent Milburn Review finding that the number of young people not in education, employment or training (NEETs) could rise from one in eight young people to one in six young people within five years, equating to around 1.25 million young people.
The Department for Work and Pensions recently pledged to introduce 300,000 new work experience and training positions, but the NEET figures are a stark warning to the government and an indication of the current state of the labor market.
This issue and financial pressures create challenges for professionals entering their first roles. But those same pressures also make marketing more important than ever. As brands work hard to build customer trust and loyalty, young marketers have a unique opportunity to make a meaningful impact from the beginning of their careers.
But marketing students and apprentices can’t rest on their laurels. They must adapt to a rapidly evolving landscape that is expected to reshape the job market.
Young marketers facing difficult situations
New research from the Chartered Institute of Marketing (CIM), conducted in collaboration with YouGov, shows that 19% of marketing professionals at large enterprises (250+ employees) expect to drive AI automation to reduce headcount at their companies, followed by 12% of marketers at small businesses (10-49 employees) and 11% of marketers at medium-sized businesses (50-249 employees). follows.
While AI is reshaping the role of marketing, it is also increasing the value of human judgment, creativity, and experience. As a result, an expected 19% headcount reduction among large companies may not have as big of an impact on senior executives such as CMOs and marketing directors.
Rather, the biggest impact is likely to be felt at the entry level, where AI has the potential to automate some tasks traditionally performed by junior marketers. Therefore, aspiring professionals need to recognize that AI is reshaping the skills and competencies that employers expect from candidates, and they need to adapt now.
Adapting to the transformative impact of AI
AI literacy—the ability to understand, use, and critically evaluate artificial intelligence tools effectively and responsibly—is rapidly becoming a must-have for aspiring marketers. In the coming years, AI is likely to become a core part of many marketing teams, making this capability a fundamental expectation rather than an expert benefit.
A brand’s ability to maintain trust and attention in the coming months and years will likely depend on its use of AI, and interestingly, Gen Z could play a big role in shaping these norms.
According to CIM research, 18-24 year olds are the most likely age group (79%) to reject content that appears to have been created by AI, and the second most likely to be uncomfortable with AI accessing their personal data. This skepticism can sometimes be a strength. Encourage critical evaluation of AI-generated output to help organizations improve quality, maintain reliability, and ensure robust compliance processes that protect customer trust.
Rapid engineering and generative engine optimization (GEO) are essential for visualization within large-scale language models (LLMs) and are key skills marketers must develop to maximize business impact. The rise of LLMs such as ChatGPT and Gemini is also impacting impressions and click-through rates for many websites.
This poses a challenge for many current and aspiring performance marketers. But it also means data fluency is more important than ever. Knowing which metrics are important, understanding how to interpret performance data, and clearly communicating insights to stakeholders are all becoming key differentiators.
Core marketing skills remain important
Despite the rapid emergence of AI, basic marketing skills remain essential. Key areas within CIM’s Global Professional Marketing Framework (GPMF), such as customer experience, marketing communications, and proposition development, continue to underpin effective marketing practices.
Delivering a first-class customer experience will increasingly require a blend of data-driven personalization and strong communication skills. Authentic communication remains human, and this authenticity can be a major differentiator, as AI-generated content risks increasing an “sea of sameness” across brands.
Proposal development, another core competency of GPMF, is equally important. Companies that clearly understand their customers’ needs and align their products and services to those requirements are well-positioned to strengthen loyalty, drive revenue, and build long-term trust.
Ultimately, the standout marketers of 2026 will be those who combine AI literacy with strong core capabilities to create a hybrid skillset. This skill set is becoming essential as AI continues to transform the sector.
The power of mentoring and hands-on experience
Reaching out to a mentor can be very beneficial even in the early stages of your marketing efforts. This is because mentors can provide guidance, share experiences and act as sounding boards, giving young marketers the knowledge and confidence to maximize their chances of securing their first professional role.
Those who want to stand out should also try to apply the skills they learn in a real-world setting and take advantage of these opportunities to build a portfolio of work that shows initiative.
Aspiring marketers need to think of their portfolio as a snapshot of their journey, rather than a finished product. It should reflect their interests, strengths, curiosity and, importantly, their ability to apply the skills they have learned.
In an increasingly competitive market, employers are not only looking for theoretical knowledge gained from university courses, but professional qualifications such as CIM qualifications are important to unlocking opportunities. Evidence that candidates can apply their understanding to real-world challenges, collaborate effectively, and think strategically is also essential, making a portfolio and practical experience a very important part of a junior marketer’s toolkit.
Assistance in gaining practical experience
At CIM, we have seen our students grow through their participation in The Pitch, CIM’s annual global competition that challenges undergraduate and postgraduate students to respond to real-life marketing briefs.
Experiences like this, and involvement in communities such as CIM’s Marketing Club, help students build confidence and problem-solving skills, while also providing examples of work they can include in their portfolios and present to future employers.
As companies hire fewer entry-level candidates as AI adoption increases, work experience could become one of the clearest differentiators among candidates.
ahead of the curve
At the same time, the field is changing so fast that you can’t stop learning even after you graduate from university or complete your internship. Continuing professional development is essential.
Aspiring marketers, like those already successful in the field, must continually update their skills, embrace new technologies, and continue to proactively adapt to evolving business requirements.
Employers increasingly value professionals who are proactive about maintaining the status quo, adapting to change, and developing future-ready capabilities. Those who combine technical understanding with practical application and a desire to learn are best suited for success.
Maggie Jones, CIM Director of Qualifications and Partnerships
