AMI highlights professional development as AI and data reshape marketing

The Australian Marketing Institute (AMI) is putting training and professional development at the top of its agenda, as AI, technology and data analytics continue to reshape the industry.

The marketing body has unveiled its globally aligned Competency Assessment Tool, designed to equip businesses and marketing teams with the resources to thrive and upskill while providing professionals with a roadmap for career development.

Built on insights from marketing leaders, academic institutions and industry professionals, the online tool benchmarks against international best practices and applies to all career levels, from junior marketers to senior leadership.

AIM has identified 25 core marketing competencies and eight specialised digital sub-competencies, including AI, and comes as marketing teams face increasing pressure to stay ahead of tech advancements and shifting industry demands.

AMI CEO Bronwyn Heys (pictured) said the tool would help businesses future-proof their teams.

"Investing in your team’s growth is an investment in the future of your brand," Heys said.

"With AMI’s Competency Tool, businesses can build stronger, more capable teams, while marketing professionals can create personalised career development plans that evolve with them at every stage of their professional journey.”

Heys encouraged CMOs and HR professionals to integrate the tool into their upskilling strategies.

"AMI is focused on long-term marketing team development. The tool provides leaders with actionable insights into their teams’ strengths and areas for improvement, supporting both immediate skills development and long-term career progression," she said.