AI skills for marketing jobs in the German-speaking part of Switzerland
27% of the marketing jobs surveyed require AI skills, with Adobe design tools clearly dominating. Automation and modern AI tools such as ChatGPT are rarely mentioned explicitly, which indicates that their potential in marketing and for new business models is still little used or taken for granted.
Between 15 and 21 January 2026, Ausbildung-Weiterbildung.ch analyzed the AI skills required in job advertisements for 1000 marketing jobs. The following questions were answered:
- How many marketing job postings ask for AI skills?
- What are the most frequently mentioned AI skills in marketing job postings?
- What is the ratio of marketing job postings with and without AI skills?
- How do AI skills in job advertisements influence career opportunities in the labor market and salary development in the marketing industry?
Four major job platforms in German-speaking Switzerland were used for the analysis: Jobs.ch, Indeed.ch, Jobscout 24.ch and Jobagent.ch. The advertised jobs were recorded both manually (random sample of 200 marketing jobs) and by prompting ChatGPT and Google Gemini.
The following terms and abbreviations were used for the AI capabilities: AI, Artificial Intelligence, ChatGPT, Gemini, GEO, Generative Engine Optimization, LLM, Large Language Model, Generative AI, AI Agents, AI Agents, Prompting, Prompt Engineering, Copilot, Adobe, Firefly, DALL-E, Midjourney.
Adobe has integrated AI into all products in recent weeks, see underAdobe AI tools. For this reason, the Adobe tools mentioned were added to the required AI skills in job advertisements.
| Topics, products, tools | Mentions of AI tools in 1000 job advertisements for marketing jobs |
| Adobe Photoshop | 105 |
| Adobe InDesign | 105 |
| Adobe Creative Suite (purchased version) | 70 |
| Canva | 60 |
| Adobe Illustrator | 60 |
| Microsoft Office 365 | 45 |
| Adobe Creative Cloud (subscription model, current version) | 35 |
| Adobe Premiere Pro | 25 |
| AI tools in general | 25 |
| Newsletter Automation | 15 |
| Social media marketing: 3 | 15 |
| AI-supported CRM tools | 15 |
| ChatGPT | 10 |
| SAP | 10 |
| Salesforce | 10 |
| Adobe After Effects | 10 |
| Microsoft 365 | 10 |
| Generative AI | 5 |
| CMS | 5 |
| Adobe Campaign | 5 |
| Robotics | 5 |
| Machine Learning | 5 |
| Copilot | 5 |
| Gemini | 5 |
| Mistral | 5 |
| SQL | 5 |
| Python | 5 |
| WordPress | 5 |
| Typo 3 | 5 |
Of the 1000 marketing jobs, 270 had job postings with AI skills, accounting for 27% of marketing jobs with AI skills. In the 270 job postings with AI skills, there were some multiple mentions such as "Adobe Photoshop, Canva, AI tools". For this reason, there are 690 mentions of AI skills in this report.
The dominance of Adobe products is very noticeable. This is due to the fact that design tools such as Adobe Photoshop are often used in marketing jobs and are mentioned as a "skill" in job advertisements. In addition, many marketing managers are directly or indirectly involved in design, for example in connection with images in marketing campaigns.
The topic of automating marketing processes, such as sending newsletters, was only mentioned in 15 job advertisements. Apparently, the potential of process optimization in marketing has not yet been properly recognized.
The few mentions of AI tools such as ChatGPT, Google Gemini and Copilot are also interesting. One reason for this could be that the use of these AI tools is taken for granted. Another reason could be that these AI tools are primarily used for generative AI, e.g. for texts, images or videos. The development of new business models based on these AI tools is apparently not yet being used to any great extent.
To answer this question, the marketing jobs with AI skills need to be analyzed. Is it about basic AI knowledge or in-depth AI skills?
Is it about creating simple texts and images via ChatGPT or Google Gemini? In such cases, the wage increases will be moderate because these are basic AI skills.
On the other hand, when it comes to optimizing complex marketing processes or even creating business models based on AI tools, salary increases will be significant. In such cases, opportunities on the job market also increase significantly.
According to the study "PwC's AI Jobs Barometer 2025» employees with in-depth AI skills such as prompt engineering can expect a pay rise of up to 56%, compared to 25% last year.
Further studies:
How AI influences the labor market and unemployment (13.11.2025):
https://angestellte.ch/wie-ki-den-arbeitsmarkt-und-die-arbeitslosigkeit-beeinflusst
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