Marketing industry faces AI content quality and talent shortage challenges

The marketing and communication industry in Poland is facing dual challenges regarding artificial intelligence and workforce qualifications. An IAB study from January 2026 reveals a significant perception gap: while 82% of advertising professionals believe Gen Z and Millennials respond positively to AI-generated content, only 45% of those consumers actually agree.

This discrepancy highlights the rise of ‘AI slop’—mass-produced, aesthetically correct, but low-value content that risks eroding brand authenticity. As AI lowers production costs, the sheer volume of content is becoming a disadvantage if it lacks unique brand identifiers.

Simultaneously, the sector is struggling with a severe talent shortage. According to the Sectoral Competence Council for Marketing Communication, nearly 80% of companies find it difficult to recruit qualified candidates. Employers are increasingly seeking ‘hybrid competencies’ that combine technical AI and automation skills with soft skills such as critical thinking, creativity, communication, and cooperation (the ‘4Cs’).