Mumbai: AI is becoming a core workplace skill across marketing, advertising and content according to the Apna AI Readiness Pulse 2026.
On World Youth Skills Day, Apna, an early-career talent platform, today unveiled the Apna AI Readiness Pulse 2026, an analysis of AI-related skill signals on candidate profiles and AI-related job postings across its platform. The findings indicate that AI is moving beyond specialist technology roles, with some of the strongest growth in skill mentions emerging across advertising, communication, content, marketing and other business functions.
Young professionals are increasingly treating AI as an employability skill. AI-skill mentions on candidate profiles grew by nearly 18% year-on-year in Q1 FY27. The shift is visible across different levels of education. In Q1 FY27, postgraduate profiles recorded an approximately 27% year-on-year increase in AI-skill mentions, while graduate profiles saw a 15.7% increase.
The trend is particularly pronounced among those entering the workforce. The share of fresher profiles mentioning AI-related skills increased 20% year-on-year. In comparison, the share among experienced professionals recorded an 11% rise, indicating that younger candidates are beginning to treat AI literacy as a foundational career skill.
AI is also moving beyond its association with software and specialist technology roles. In Q1 FY27, Data Science & Analytics and Software Engineering recorded the highest AI-skill penetration, at 66.6% and 28.5%, respectively. However, some of the strongest year-on-year growth came from non-coding, business and creative functions.
The share of Product Management profiles mentioning AI skills increased from 28.57% in Q1 FY26 to 50% in Q1 FY27, representing a 75% year-on-year increase. Within the advertising, marketing and media ecosystem, Advertising and Communication recorded a 42% increase, while Content, Editorial and Journalism grew by 40%. Marketing, Brand and Digital Marketing followed with 36% growth.
The findings indicate that AI is becoming part of the everyday operating toolkit across advertising, brand building, communication, content creation and digital marketing. As the technology becomes more embedded across these functions, the differentiating capability is likely to move beyond familiarity with AI tools towards the ability to apply them with creativity, consumer understanding and judgement.
Employer demand is rising alongside this shift. AI-related job postings on Apna more than doubled between FY25 and FY26, with momentum continuing into FY27. In Q1 FY27, AI-related job postings recorded 112% year-on-year growth, reflecting sustained growth in employer demand. As organisations integrate AI more deeply into everyday operations, the ability to work effectively with AI is likely to become relevant across a wider range of roles.
India’s AI talent landscape is also becoming more geographically distributed. Tier-1 cities continue to record the highest share of candidate profiles mentioning AI-related skills, with a 14% year-on-year rise. However, growth was faster outside the largest urban centres, with AI-skill mentions among Tier-2 profiles increasing 20% year-on-year.
Among the Tier-2 cities analysed, Lucknow recorded 54% year-on-year growth, followed by Bhopal at 42% and Jaipur at 31%. Several Tier-1 cities also showed strong momentum, led by Ahmedabad at 46%. The findings indicate that AI-skill growth is broadening beyond India’s largest employment and technology centres.
Commenting on the findings, Kartik Narayan, CEO, Apna, said, “The important story is not that AI is creating a separate class of jobs. It is that AI is becoming part of the grammar of work itself. India is already the world’s second-largest consumer of Generative AI, but our real opportunity lies in how we are using it not merely to automate tasks, but to upgrade ourselves. Across functions, education levels, experience cohorts and cities, we are seeing young Indians treat AI literacy much as an earlier generation embraced digital literacy: as a foundational skill for participating in the modern economy.
India’s challenge now is to ensure this transformation is inclusive. AI capability cannot remain the privilege of a narrow, urban or technically trained workforce. When access to AI learning, practice and application is democratised, technology becomes an employability equaliser rather than another divide. In the long run, competitive advantage will belong not to those who simply know about AI, but to those who can apply it with judgement, solve real-world problems, adapt continuously and create value through their work”
As India accelerates its transition towards an AI-led economy, the Apna AI Readiness Pulse 2026 suggests that the next phase of workforce transformation will be shaped not only by how AI changes jobs, but also by how early individuals begin developing the ability to work alongside it. For marketing, advertising and content professionals, the opportunity lies not merely in adopting more AI tools, but in combining technology with creativity, consumer understanding and responsible judgement.
