AI Adoption in Sales and Marketing: A Skills Gap Creates Risks
More than half of sales and marketing professionals (51%) are now using AI agents at work, according to recent research from General Assembly. Overall, 68% of these professionals use AI tools in some capacity, but only 17% have received comprehensive, job-specific training on AI. This gap raises concerns about governance and brand safety as AI becomes more embedded in daily tasks.
The survey, which included over 300 marketing and sales employees from the US and UK, revealed that most users (55%) interact with AI fewer than five times a day. However, 20% use AI more than 10 times daily. Their primary uses of AI include content creation (57%), market research and analytics (49%), sales operations (47%), customer relationship management (42%), and advertising (41%).
The Training Deficit and Its Consequences
Despite widespread AI use, many professionals lack proper training. Nearly one-third (32%) reported receiving no formal AI training, while others found available training too generic (20%) or too theoretical (15%). Interestingly, 16% took the initiative to seek AI training on their own.
For those not yet using AI, the lack of training is a major barrier. Over two-thirds of non-users have had no formal AI instruction. When asked what would encourage them to start, 39% of sales professionals want practical, hands-on training tailored to sales workflows, and 49% of marketers want clear examples showing how AI can aid their daily tasks.
Mixed Results on AI’s Impact
AI is already making an impact. Two-thirds (67%) of respondents say AI frees their time for strategic work, and 56% report increased team productivity. Yet confidence in AI’s business impact is limited. Only 39% are very confident AI boosts revenue, and just over half are confident it improves customer experience.
Some report challenges as well: 22% say AI hasn’t improved their productivity, and 18% feel it has added to their workload, pulling them from strategic priorities. These mixed results underscore the need for targeted, role-specific AI training to help teams maximize benefits and reduce risks.
Why Role-Specific AI Training Matters
Generic AI training no longer suffices. Sales and marketing teams face unique challenges that require focused instruction on applying AI tools effectively while maintaining brand safety and governance standards. Proper training equips professionals to manage AI agents responsibly and leverage their capabilities fully.
For HR, marketing, and sales leaders, investing in role-based AI education ensures teams can confidently integrate AI into workflows without compromising quality or compliance.
Learn More About AI Training for Sales and Marketing
Explore comprehensive AI training programs designed for marketing and sales professionals at Complete AI Training. These courses focus on practical applications and real-world skills to help close the AI skills gap and improve outcomes.
About General Assembly
General Assembly is a leading talent and upskilling community focused on equipping individuals and businesses with practical tech skills. Founded in 2011, GA offers hands-on training and global support to prepare learners for the demands of modern workplaces. As part of the Adecco Group and a partner of LHH, GA connects talent with business needs daily.
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