Analytics and AI in marketing: Developing teams that turn data into performance

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Explore the Demand for Skilled Talent report

By Lucy Marino, Executive Director, Marketing and Creative, Robert Half

In modern marketing, one great campaign just means the next one needs to be even better.

Leaders see it every day. Customer expectations rise. Campaign performance is visible in real time. And teams must deliver work that is both creative and measurable across every channel.

That pressure is only growing as marketing analytics, performance expectations and AI in marketing continue to change what teams are responsible for and how success is evaluated. Leaders are being asked to do more than produce creative work. They’re expected to show measurable results, make smarter use of data and apply AI in ways that improve performance across every campaign.

And while marketing and creative professionals are already using tools like analytics and AI in their day-to-day work—from developing content ideas to analyzing campaign performance to mapping customer journeys—that doesn’t mean they’re getting the full value from them.

The question I hear most often from leaders isn’t whether their teams are using analytics or AI. It’s whether they’re using data and technology in ways that lead to better decisions, stronger performance and more effective campaigns.

The activity is easy to see. More content. More campaigns. More channels. More creative to produce. But stronger insights, better campaign results and more meaningful customer engagement require something more than tools. They require teams that know how to use analytics and AI strategically to guide decisions and deliver business impact.

And that’s the challenge marketing and creative leaders are now working to solve: building teams with the skills to turn marketing analytics and AI into real results.

Analytics and AI in marketing: Developing teams that turn data into performance

AI ambition meets real-world skills gaps
Build teams that connect creativity, analytics and technology
Make the most of the tools you have
Plan your marketing workforce for what comes next
Leadership will shape the next era of marketing

AI ambition meets real-world skills gaps

Navigating the AI era

Many organizations see the opportunity in AI. Not all of them are equally ready to act on it.

In research for Robert Half’s Demand for Skilled Talent report, marketing and creative leaders identified marketing analytics and performance and AI and ML integration as their top strategic priorities for 2026, followed by content strategy, customer data management and compliance, and marketing automation. The focus on analytics and AI highlights the growing pressure on marketing teams to show measurable impact and connect campaigns more directly to business results.

The research also shows just 4% of marketing and creative leaders say they currently have the staff and skills needed to complete their priority initiatives. Another 63% say they need to upskill their teams. Nearly half (45%) also report that finding skilled professionals is more challenging than it was a year ago.

That gap is hard to ignore.

Each of the initiatives listed above requires professionals who can move comfortably between data, technology and creative strategy. But many job descriptions now ask for a combination of marketing analytics skills, creative thinking and customer insight that once lived in multiple roles.

Creative professionals must interpret data. Data specialists must understand the customer experience. And leaders must connect it all. Closing these skills gaps takes intention.

Many companies are investing in training, encouraging experimentation with AI and ML capabilities and creating environments where teams can explore new ways of working without losing sight of campaign performance or brand impact.

Build teams that connect creativity, analytics and technology

Modern marketing performance depends on how well teams connect creative thinking with analytical insight.

That makes cross-functional collaboration essential. Creative, analytics, product and sales teams increasingly work together to turn customer insight into campaigns that connect with audiences. When that collaboration works, teams deliver stronger results.

Creative teams gain a clearer view of customer behavior. Data specialists see how insights translate into real marketing outcomes. And leaders can connect brand storytelling with measurable results.

Those relationships also help teams apply analytics and AI in marketing more effectively.

AI tools can accelerate workflows and surface valuable insights. But interpreting those insights—and turning them into campaigns that connect with target audiences—still depends on human expertise.

Make the most of the tools you have

Marketing and creative leaders hear about new platforms, tools and technology every week—all with a promise to improve how they work.

But most leaders know the reality. Budgets and technology road maps don’t always allow you to adopt every platform the moment it appears.

And the newest tool isn’t always the advantage. Some organizations already have powerful analytics, automation and campaign management platforms in their stacks. More often, success comes from how well teams understand how to use these technologies.

Leaders who encourage deeper exploration of those tools often unlock stronger insights, better campaign performance and new efficiencies.

That approach also supports retention.

Creative and digital professionals are naturally curious. When leaders create space for experimentation and skill development, they signal that innovation still matters. That investment keeps talented employees engaged and helps them see a future with the organization.

And in an era where AI in marketing is evolving quickly, that mindset matters. Teams that continually learn how to apply the tools they have are better positioned to adopt whatever comes next.

Plan your marketing workforce for what comes next

In today’s data-driven, technology-enabled environment, workforce planning deserves a closer look.

Leaders are asking a different question now: do we have the right people—and the right mix of skills—to support where marketing and creative work is headed? Research from Robert Half highlights several marketing and creative roles that are in highest demand as organizations expand analytics, automation and AI initiatives.

Some organizations are prioritizing strategic hiring, bringing in specialists with expertise in analytics, automation or AI. Others are investing in training and upskilling so team members can expand their capabilities.

Flexible staffing is another option. Experienced contract professionals can step in quickly, giving teams access to specialized expertise while longer-term hiring plans take shape.

Leaders can intentionally hire contract professionals who already have deep experience with the platforms their teams use or plan to implement. Those specialists can help teams get more value from existing technology stacks while showing colleagues how to better leverage all the tools’ capabilities.

That approach allows organizations to bring in proven expertise, strengthen the team’s skills and often avoid the cost of implementing new technology before teams are ready to fully use it.

Most leaders are doing a combination of all 3—hiring strategically, developing their current teams and bringing in flexible talent when specialized expertise is needed.

Leadership will shape the next era of marketing

Marketing analytics and artificial intelligence will continue to shape how work gets done. But technology alone won’t determine who succeeds.

Leadership will.

The leaders who invest in their people, close skills gaps and encourage strong cross-functional collaboration will be the ones who turn data, technology and creativity into meaningful customer experiences and action.

Because in modern marketing and creative organizations, the real advantage isn’t simply adopting AI or adding a new analytics platform. It’s building teams that know how to use tools strategically to complement their expertise and drive results.

And that’s where the real power of analytics and AI in marketing still lives—with the people behind it.

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