As the job market evolves at an unprecedented pace, professionals across various industries must adapt by acquiring new skills that align with emerging trends. LinkedIn has recently unveiled its “Skills on the Rise” report, highlighting the fastest-growing skills that are reshaping careers in 2025.

Drawing on data from LinkedIn members and job listings, the report presents an insightful look at the skills gaining traction in multiple sectors, including marketing, media, and communications. Notably, the rise of Artificial Intelligence (AI) is a defining theme across these industries, but other critical skills are also taking centre stage.

AI Literacy: The Most Sought-After Skill

In 2025, AI literacy tops the list of in-demand skills, with professionals from all sectors embracing AI tools to enhance their productivity.

LinkedIn’s report highlights AI literacy as a broad skill that refers to a basic understanding of AI tools such as ChatGPT and other generative technologies. This is not limited to tech professionals but is expanding into business, marketing, media, and communication fields. AI literacy equips individuals with the ability to leverage AI tools effectively, even if they don’t have a deep technical background in AI model building or data analysis.

The rise of AI literacy reflects a growing trend among professionals who recognise the importance of understanding and applying AI in their day-to-day work. AI-powered tools can streamline tasks, automate processes, and provide innovative solutions, making it essential for employees across industries to develop proficiency in these technologies.

Skills on the Rise in Marketing

LinkedIn’s data-backed ranking of marketing skills highlights the intersection of technology and human expertise.

In the marketing industry, technical skills like performance measurement and budget management are highly sought after, signifying that companies are increasingly looking for professionals with analytical acumen. Performance measurement, which ranks at the top of the list, is critical as marketers need to understand how to assess campaign success through data. Alongside technical expertise, human-centric skills such as cross-functional collaboration and stakeholder management are also in high demand. These soft skills are vital for marketers who need to coordinate effectively with different teams and engage with various stakeholders to drive campaign success.

The increasing demand for these skills indicates a shift towards more integrated and data-driven marketing strategies. Marketers who can blend creativity with analytical expertise are more likely to thrive in today’s competitive landscape.

Adaptability and Innovative Thinking in Media and Communications

In the media and communications sector, the rise of AI literacy continues to dominate, with professionals in this field recognising the need to embrace AI’s capabilities for content creation, distribution, and engagement. Innovative thinking and adaptability are also critical in an industry where the landscape is rapidly changing due to technological advancements and shifting consumer behaviour.

AI is helping media professionals automate content generation, optimise publishing schedules, and engage audiences in new ways. However, the human element remains crucial, as media professionals must adapt quickly to new trends, technologies, and audience expectations. The ability to think creatively and innovate remains a key differentiator for those in the media industry who want to stay ahead of the curve.

A Look Ahead: Preparing for the Future

As we look to the future, the skills that are on the rise today will shape the workforce of tomorrow. Whether in marketing, media, or communications, AI literacy will continue to be an essential skill, but it will be accompanied by a need for both technical and soft skills. Professionals will need to balance the integration of AI tools with human creativity, adaptability, and collaboration to succeed in the evolving workplace.

LinkedIn’s “Skills on the Rise” report underscores the importance of staying agile and continually learning. With the accelerated pace of change, upskilling and reskilling will be vital for career growth.

As businesses continue to prioritise emerging skills like AI literacy, adaptability, and innovation, professionals must look to invest in these areas to remain competitive. Whether you’re a marketer, media professional, or working in another sector, developing these in-demand skills will not only future-proof your career but also provide new opportunities for growth in a world increasingly driven by technology.