Marketing Skills Gap: Why Training Beats Experience in the AI Era
More than two-thirds of marketers are failing to demonstrate foundational knowledge of their field, according to a new study released today by Ipsos, a global market research firm. The study, conducted in collaboration with MiniMBA founder Mark Ritson, found that only 35% of marketers surveyed in the U.S., U.K. and Australia could correctly answer at least seven out of ten questions assessing core marketing principles.
The assessment, dubbed “marketing anchors” by Ritson, evaluated understanding of fundamental concepts. Among those who did pass the benchmark, a significant disparity emerged: 40% possessed formal marketing training – a degree, professional certification, or structured coursework – compared to just 9% of those who failed. The findings underscore a growing concern that practical experience alone is no longer sufficient for success in a rapidly evolving marketing landscape.
“The findings give individuals a clear case for investing in their own development,” said Samira Brophy, senior director at Ipsos, in a statement to ADWEEK. “It shows that learning is not a static thing, it’s an ongoing process.”
The study was prompted by several converging factors, including increasingly competitive job markets, the rise of artificial intelligence, and broader economic uncertainties. These forces have created an environment demanding agility, strategic thinking, and effective collaboration, Ipsos researchers noted. The impact of AI, in particular, is weighing heavily on marketers’ minds, with over half (54%) expressing concerns about job security as AI-driven efficiencies increase.
Researchers found that as AI automates routine tasks, the value of human marketers will increasingly depend on their ability to critically evaluate AI-generated outputs and formulate insightful questions. “Our Ipsos AI Monitor shows 53% of people across 30 countries say AI products have profoundly changed their daily lives in the past three to five years,” Brophy explained. “As AI lowers the cost of generating answers, the differentiator shifts to the quality of interrogation. Can you evaluate what AI produces? Do you recognize the right questions to ask?”
The benefits of formal training extend beyond demonstrable knowledge, the study revealed. Marketers with formal qualifications reported higher levels of confidence, motivation, and job satisfaction. 77% of those with formal training indicated steady career progression, compared to 54% of those relying solely on experience. 70% of formally trained marketers expect to still be working in the marketing field in ten years, a significantly higher proportion than the 41% of those without formal training.
MiniMBA, the marketing training platform founded by Mark Ritson, was acquired by Brave Bison in June 2025, signaling a broader industry trend toward formalized skills development. Brave Bison plans to integrate MiniMBA into a new skills and capabilities practice, leveraging its AI team and technology hubs to expand into new markets and curricula. Ritson will continue to teach the MiniMBA program and has become a top 5 shareholder in Brave Bison following a fundraising round related to the acquisition.
Ipsos and Mark Ritson hosted an exclusive event on March 10, 2026, to present the full findings of the “Marketing Anchors” report. Registration for the event was fully booked, with a waitlist in place, indicating strong industry interest in the research. The report explored the relationship between marketing fundamentals and decision-making in a period of rapid transformation.