New Delhi: Adobe and LinkedIn have announced AI Essentials for Marketers, a joint global initiative aimed at helping marketing professionals build practical AI capabilities and prepare for the next phase of AI-driven transformation across the industry.
Developed by marketers for marketers, the initiative is designed to equip professionals at every stage of their careers with role-specific AI skills through accessible, short-form learning formats tailored for modern work environments.
The programme brings together Adobe’s expertise in creativity, customer experience and marketing transformation with LinkedIn’s workforce insights and learning ecosystem to deliver training across digital marketing, content and creative, social and communications, as well as data and analytics.
The courses are informed by insights from LinkedIn’s Economic Graph, which tracks labour market trends across its network of 1.3 billion members, more than 71 million companies and 42,000 skills. According to LinkedIn data, AI literacy has become a growing priority for marketing teams, with the share of marketing job postings requiring AI-related skills rising 113% year-over-year.
The initiative is intended to support marketers as agentic AI increasingly reshapes workflows across content planning, content creation, audience targeting, campaign development and data-led decision-making.
Adobe highlighted that 99% of Fortune 100 companies currently use AI capabilities across Adobe applications, including organisations spanning consumer goods, sports, financial services and media sectors.
AI Essentials for Marketers also builds on Adobe Digital Academy’s broader mission to expand access to learning and career development through investments in scholarships, product access, partnerships and educational programmes. Complementing this, LinkedIn Learning currently offers more than 25,000 courses, including over 2,300 focused specifically on AI.
Commenting on the initiative, Rachel Thornton, Chief Marketing Officer, Enterprise at Adobe, said, “Marketers everywhere are eager to embrace AI but need the right skills to do it with confidence. AI Essentials for Marketers is about more than mastering new tools; it’s about reimagining what creativity, marketing strategy, and customer relationships look like in an AI-powered era. Through Adobe and LinkedIn’s partnership, marketers can now access hundreds of hours of content, training, videos and expertise from a global community of marketers and technologists who are using and shaping AI and marketing tools and products. Training and re-skilling are top of mind for CMOs, and at Adobe we are excited to partner with LinkedIn to make it easier and faster for teams to learn and train on what’s next for marketing, creativity and AI.”
Jessica Jensen, Chief Marketing Officer, LinkedIn, added, “Marketers are navigating the shift to AI and it is both daunting and exciting. LinkedIn’s labor market report provides insights for marketers to see where the industry is going and to understand the skills they will need to be successful both in their current job and for what’s next in their careers. Together with Adobe, we’re helping make AI skills accessible to every marketer — not just technical specialists — through scalable, practical learning designed for the realities of modern work.”
The initiative will launch four role-based courses available in 47 languages and developed by BrandWorks, LinkedIn’s customer strategy and creative advisory team. The courses will be accessible free of charge through LinkedIn Learning, while Adobe Experience League will provide expanded learning modules, customer use cases and hands-on experiences.
Participants will also gain access to expert perspectives, real-world case studies and practical applications that can be implemented directly in their roles. Certificates of completion can be showcased on LinkedIn profiles, enabling marketers to validate and share newly acquired AI competencies.
Adobe and LinkedIn said additional content will be introduced regularly to keep pace with the rapid evolution of AI technologies and emerging skill requirements across the marketing profession.
