How to Train and Develop Your Existing Staff to Better Utilise AI in Digital Marketing

How to Train and Develop Your Existing Staff to Better Utilize AI in Digital Marketing

Artificial Intelligence (AI) has transformed digital marketing in Singapore and across Asia, enabling companies to deliver more personalized and targeted campaigns, optimize their marketing budgets, and gain insights into customer behaviour. However, the adoption of AI in marketing has also created a skills gap, with many organizations struggling to find the talent they need to leverage AI effectively. According to a survey by LinkedIn, AI skills are the second most in-demand skills in Singapore, after cloud computing.

While hiring new staff with AI expertise is one solution to this problem, it may not always be feasible or cost-effective. Moreover, existing staff members may already possess some of the skills necessary to work with AI, such as data analysis, creative thinking, and communication skills. By providing training and development opportunities, companies can upskill their existing staff to better utilize AI in digital marketing, while also building loyalty and boosting employee engagement. In this article, we discuss how to train and develop your existing staff to better utilize AI in digital marketing.

Assess Your Staff’s Existing Skills and Knowledge

Before embarking on a training program, it is important to assess your staff’s existing skills and knowledge, as well as their attitudes towards AI. This can be done through surveys, interviews, or performance reviews. For example, you may ask your staff questions such as:

  • How familiar are you with AI and its applications in digital marketing?
  • What specific skills do you possess that could be useful for working with AI, such as data analysis, coding, or design?
  • What challenges do you anticipate in working with AI, such as a lack of technical knowledge or concerns about job security?

By understanding your staff’s existing skills and knowledge, you can tailor your training program to their needs, and address any knowledge gaps or concerns they may have about working with AI.

Provide Training and Development Opportunities

Once you have assessed your staff’s existing skills and knowledge, you can provide training and development opportunities to help them better utilize AI in digital marketing. There are several ways to do this:

  1. Online Courses and Tutorials: There are many online courses and tutorials available on platforms such as Coursera, edX, and Udemy, which cover various aspects of AI and its applications in marketing. These courses can be completed at the employee’s own pace and can be supplemented with hands-on exercises and assignments.
  2. In-House Training: Companies can also provide in-house training on AI, tailored to the specific needs of their organization. This could include workshops, seminars, or mentoring programs, where employees can learn from AI experts within the company.
  3. Conferences and Events: Attending conferences and events focused on AI and digital marketing can also provide valuable learning opportunities for employees, as well as opportunities to network with industry professionals and stay up-to-date on the latest trends and technologies.
  4. On-the-Job Training: Finally, companies can provide on-the-job training by assigning employees to AI-driven projects and giving them opportunities to work with AI tools and platforms. This can help employees develop practical skills and gain confidence in working with AI.

Encourage Collaboration and Knowledge-Sharing

Another way to upskill your existing staff to better utilize AI in digital marketing is to encourage collaboration and knowledge-sharing among team members. This can be done in several ways:

  1. Cross-Functional Teams: Creating cross-functional teams that include staff from different departments, such as marketing, IT, and data analytics, can help break down silos and promote collaboration. This can also help employees learn from each other and gain new perspectives on AI and its applications in marketing.
  2. Peer-to-Peer Learning: Encouraging peer-to-peer learning, where employees teach each other new skills and share their experiences working with AI, can also be an effective way to upskill your existing staff. This could include informal knowledge-sharing sessions, such as lunch-and-learn events, or more formalized mentoring programs.
  3. Gamification: Incorporating gamification elements into your training program, such as quizzes, challenges, or rewards, can help motivate employees to learn and retain new skills.
  4. Knowledge-Sharing Platforms: Companies can also provide knowledge-sharing platforms, such as internal wikis or online forums, where employees can share their insights, ask questions, and collaborate on AI-related projects.

Emphasize the Importance of Ethics and Compliance

As companies increasingly adopt AI in their marketing strategies, it is important to emphasize the importance of ethics and compliance in the use of AI. This includes issues such as data privacy, transparency, and bias. Employees should be trained to understand the ethical implications of using AI in marketing and to ensure that their AI-driven campaigns comply with legal and ethical standards.

Moreover, employees should be encouraged to speak up if they have concerns about the use of AI in marketing and to report any ethical or legal violations they observe. Companies should also have clear policies and procedures in place for addressing ethical and compliance issues related to AI.

Measure the Effectiveness of Your Training Program

Finally, it is important to measure the effectiveness of your training program to ensure that it is achieving its intended goals. This can be done through various methods, such as:

  1. Pre- and Post-Training Assessments: Conducting pre-and post-training assessments can help measure the knowledge gained by employees through the training program, as well as identify any knowledge gaps that need to be addressed.
  2. Performance Metrics: Performance metrics, such as campaign ROI or customer engagement rates, can help measure the impact of AI-driven marketing campaigns, and provide feedback on the effectiveness of the training program.
  3. Employee Feedback: Collecting feedback from employees on the training program, such as through surveys or focus groups, can also help identify areas for improvement and ensure that the program is meeting their needs.

By measuring the effectiveness of your training program, you can make adjustments and improvements as necessary, and ensure that your existing staff is equipped to utilize AI effectively in digital marketing.


The adoption of AI in digital marketing has created a skills gap, with many companies struggling to find the talent they need to leverage AI effectively. However, by providing training and development opportunities for existing staff, companies can upskill their workforce to better utilize AI in digital marketing. This not only benefits the organization by improving the effectiveness of its marketing campaigns but also benefits employees by providing opportunities for growth and development. To ensure the success of their training programs, companies should assess their staff’s existing skills and knowledge, provide a variety of training and development opportunities, encourage collaboration and knowledge-sharing, emphasize the importance of ethics and compliance, and measure the effectiveness of their training program. By following these best practices, companies can build an AI-driven marketing team that delivers results and drives business growth.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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