Marketing roles face tighter talent battles as AI adoption reshapes SG workplaces

Singapore’s job market in 2026 will be shaped by the growing influence of AI, the adoption of flexible workforce models, and cautious wage management, according to the "Robert Walters salary survey".

Professionals are increasingly seeking more than compensation alone, prioritising flexibility, job security, and a motivating workplace culture. Yet a significant expectation gap persists: while only 27% of employers plan to offer new hires a pay rise above 10%, 83% of candidates expect one, with almost a quarter seeking increases exceeding 20%.

According to the survey, AI adoption is expanding rapidly across industries. Around one-third of companies have already deployed AI to optimise workforce planning, with another 30% intending to implement similar initiatives. As a result, up to half of employees may need reskilling or upskilling over the next five years.

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Moreover, employers are prioritising critical thinking, data analysis, adaptability, and ethical decision-making as essential competencies in an AI-driven environment. Professionals are already leveraging AI for research, content creation, and communications, but concerns about automation, algorithmic bias, and inadequate training persist, prompting nearly half to pursue AI-related learning independently.

In addition, flexible workforce models are increasingly central to talent strategies. Over half of companies will continue or expand contract and project-based hiring in 2026, often for short-term projects or to navigate headcount constraints. Permanent roles remain important but are complemented by contractors, particularly in functions requiring specialised skills or transformation initiatives. Organisations are also focusing on employee value propositions, including flexible work arrangements, parental leave, medical coverage, and bonus schemes, to attract and retain top talent.

Marketing industry outlook

Marketing is among the sectors undergoing the most significant transformation. Rising AI adoption and cost pressures are reshaping team structures, reducing demand for entry-level executional roles such as basic content production, social media operations, and CRM maintenance.

In contrast, demand is rising for senior digital specialists, marketing automation experts, performance marketers, and revenue-generating positions such as head of growth and general managers. Employers increasingly value professionals with hybrid skill sets that combine creativity, commercial insight, and technology proficiency.

AI is enhancing marketing work rather than replacing it entirely. Professionals are expected to use AI for campaign analysis, content research, copywriting, and performance optimisation while maintaining human skills such as creativity, commercial judgement, and relationship management.

Data-driven insights must be translated into actionable strategies, and marketers must influence cross-functional teams effectively. Soft skills, including communication, adaptability, and leadership, have also become as critical as technical marketing expertise.

Flexible workforce strategies are also becoming integral within marketing teams. Project-based or contract roles are increasingly common, particularly for specialised campaigns or transformation projects. Professionals who can manage multiple functions, adapt quickly to changing priorities, and operate across markets are highly valued. Organisations that invest in AI and marketing technology training, offer clear career pathways, and foster a purpose-driven, flexible culture are better positioned to attract and retain talent.

Compensation trends reflect these changes. Permanent salaries for junior or executional roles may stagnate, while contract roles and positions requiring specialised skill, especially in AI-enabled marketing, performance optimisation, and marketing automation, may see increases of up to 20%. Marketing professionals who combine strategic thinking, technical literacy, and commercial impact are best positioned for both career growth and remuneration.

In 2026, marketing teams will need to integrate AI, hybrid skill sets, and flexible working models while preserving creativity and human insight. Professionals who embrace multi-disciplinary expertise and adaptability will remain in demand and thrive in an evolving job market.

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