Rapid Change Is Driving a Need for Marketing Training

By Chuck Kapelke

Companies rely on a variety of training formats to keep their marketers up to speed

With a marketing team of nearly 200 people throughout the world, tax and auditing firm Grant Thornton invests in training to make sure staffers are up to speed on new technologies. “We have a very methodical approach because people can just go down a path with artificial intelligence (AI) and before you know it, you’ve got crazy art designs or content,” says Kim Beal, senior director of marketing operations at ANA member Grant Thornton and co-chair of the ANA committee Marketing Operations and Transformation Forum. “We conducted an exercise where we show people images that were created by AI to see if they could find the mistakes.”

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Courtesy of The Association of National Advertisers