GenAI Training Methodologies: Insights for Marketing Teams
Many marketing teams have integrated generative AI as a standard technology into their toolkits. As the technology has soared and outpaced many expectations, it is critical for marketers to familiarize themselves with the technology. How are marketing leaders guiding GenAI training across their teams today?
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In-house training courses and webinars are common tools to train marketers on GenAI
Most marketers do not use a formal model to evaluate the effectiveness of GenAI training, but rely on employee surveys and one-one-one discussions
Most marketers feel their current approach to GenAI training is effective
In-house training and employee experimentation are key tools for GenAI adoption
Half of respondents say their organization uses in-house training courses (50%) to train their marketing teams how to use GenAI tools. In-house meetings/webinars (48%), one-on-one coaching (46%) and employee experimentation (46%) are additional popular training methodologies.
How does your organization train your marketing teams to use GenAI tools? Select all that apply.
Knowledge base documentation developed in house 42% | Vendor-provided tool or documentation 40% | Lunch-and-learns 40% | Training courses developed by an outside organization 36% | Training meetings/webinars with outside expert(s) 30% | Employees are reimbursed for courses/products of their choosing 18% | We don’t provide GenAI training to our marketing teams 2% | Don’t know 0%
n = 50
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Question: What advice would you give to a marketing leader who is just starting to build out a GenAI training curriculum?
Getting the most out of Gen-AI requires creative thinking, this needs to be captured in any training provided.
Incorporate hands-on workshops, case studies and real-world examples into the curriculum. Practical experience helps solidify learning. Encourage participants to experiment with AI tools and platforms to understand their functionalities.
GenAI training effectiveness is being evaluated, often without a formal model
The most commonly selected methods used by respondents to evaluate the effectiveness of their GenAI training curriculum are employee surveys (56%) and one-to-one discussions (54%).
What methods do you use to evaluate the effectiveness of your GenAI training curriculum? Select all that apply.
Measuring adoption of enterprise software & digital processes 38% | Official certification exams 36% | Training analytics (e.g., time spent on training) 34% | We don’t measure this 10% | Don’t know 2% n = 50
30% of marketers say they don’t use any specific evaluation model to measure the effectiveness of GenAI curriculum. Among respondents who do use a model, Kirkpatrick’s 4 Levels of Evaluation (24%) is the most common.
If you use a specific evaluation model to measure the effectiveness of your GenAI training curriculum, which one do you use?
n = 50 Note: May not add up to 100% due to rounding Other: "OKR for our projects"
Question: What advice would you give to a marketing leader who is just starting to build out a GenAI training curriculum?
Create an internal knowledge base with real examples of how to use GenAI, with success and fail scenarios. Keep it updated.
Marketers are confident in their approach to GenAI training
Over half of marketers report their current approach to GenAI training is very effective (52%).
How effective is your current approach to GenAI training?
n = 50
Question: What advice would you give to a marketing leader who is just starting to build out a GenAI training curriculum?
Find resources that really fit your brand and marketing strategies. How one company utilizes AI is way dierent [than] how you will. Make [sure] you get a lot of dierent views and use cases for GenAI, and then create a simple way to measure your team’s effectiveness in using this new tool.
In their own words...
Question: What advice would you give to a marketing leader who is just starting to build out a GenAI training curriculum?
Continually evolve [GenAI training] as this space is moving fast. Ensure new modules are pushed to existing staff, and new staff to the training.
Focus on clear objectives, tailor the curriculum for practical use, encourage collaboration, measure effectiveness and stay updated with evolving trends. Prioritize creativity alongside technical skills for impactful GenAI integration in marketing strategies.
Tailor [GenAI] training to your specific needs and goals. Consider your team's existing knowledge, marketing channels used and budget constraints. Make it engaging and interactive. Use case studies, hands-on activities and guest speakers from AI companies or marketing agencies.
Respondent Breakdown
