The AI Skills South African Creatives Need Before the Global Gap Widens
As artificial intelligence rapidly transforms industries worldwide, South African creatives and marketers are facing a critical turning point. The rise of AI-powered tools is reshaping how campaigns are created, how brands engage audiences, and how businesses compete globally — and experts warn that professionals who fail to adapt may risk being left behind.
According to the World Economic Forum’s Future of Jobs Report 2025, nearly 44 percent of workers’ core skills are expected to change within the next five years due to advances in AI, automation, and digital technologies. The report also estimates that six in ten workers will require additional training before 2030, yet access to adequate reskilling opportunities remains limited globally.
For professionals in marketing and the creative industries, the pressure to evolve is growing even faster.
Andre van der Merwe, General Manager for EMEA Operations at Brandtech+, says the marketing industry is entering a new era where creativity alone is no longer enough.
“The global marketing industry is entering a period of rapid capability expansion. AI is dramatically increasing the scale and speed at which campaigns can be produced, which means creative professionals now need to combine traditional storytelling ability with technological fluency.”
says van der Merwe
AI Is Already Changing Creative Work
The shift is already well underway. Research from Salesforce shows that more than 60 percent of marketers are currently using generative AI in daily workflows, including campaign development, customer engagement, content creation, and analytics.
At the same time, IBM research reveals that more than 40 percent of enterprise-scale organisations are actively deploying AI across business operations, with marketing and communications among the leading areas of adoption.
As AI becomes more capable of generating content, the role of human creatives is evolving toward strategy, interpretation, and direction.
“AI is removing many of the production constraints that traditionally existed in marketing. That means the real value of creative professionals now lies in interpretation, strategic thinking, and creative direction.”
van der Merwe explains
The Skills That Will Matter Most
Van der Merwe believes the next generation of successful creatives will need far more than artistic talent or technical knowledge.
“Increasingly, organisations are looking for professionals who combine AI and data literacy with strong creative and analytical thinking. Systems thinking is also becoming critical, because professionals need to understand how technologies, workflows, and creative processes interact.”
he says
He adds that adaptability and curiosity are becoming essential career advantages.
“The pace of technological change means the most valuable professionals are those able to continuously evolve their skillsets and remain open to learning.”
These capabilities are especially important in modern marketing environments where campaigns rely heavily on the integration of technology, data, and creativity.
“Creative professionals who understand how to work with AI tools, rather than simply using them, will have a significant advantage. That requires building a Gen-AI-first culture where teams experiment, learn, and integrate AI into everyday workflows.”
van der Merwe says
The Global Talent Race Has Started
The growing demand for AI-capable talent is already changing hiring priorities across the global marketing sector.
Recent research from McKinsey indicates that more than 70 percent of companies now use AI in at least one business function, making AI literacy increasingly valuable across creative, operational, and marketing roles.
“Building AI capability isn’t just about tools — it’s about culture. The organisations seeing the most growth are those creating environments where teams are encouraged to experiment and innovate with AI.”
says van der Merwe
Brandtech+ itself is actively investing in AI-focused talent development, with more than 100 open roles currently being filled across creative, marketing technology, and operational disciplines.
“Our focus is on building an AI-native workforce. This means training teams, evolving creative processes, and ensuring our people have the confidence to work alongside AI rather than feel threatened by it.”
he explains
A Major Opportunity for South African Talent
Despite concerns that automation may reduce jobs, van der Merwe believes AI could also unlock new international opportunities for South African creatives.
As agencies increasingly adopt remote and distributed work models, global companies are sourcing talent from emerging creative hubs — including South Africa.
However, staying globally competitive will require continuous investment in learning and digital capability.
“The creative industries have always evolved with technology. The difference now is the speed of change. The professionals who invest in developing AI-related capabilities today will be the ones leading the industry tomorrow.”
van der Merwe says
Creativity Still Matters Most
While AI is becoming deeply embedded in marketing and content production, van der Merwe stresses that human creativity remains irreplaceable.
“Rather than replacing human creativity, AI is amplifying the importance of skills that machines cannot easily replicate.
The real story isn’t about AI replacing creative professionals. It’s about how creatives evolve. Those who combine creativity with analytical thinking, technological literacy, and strategic insight will be the ones shaping the future of the industry.”
he says
