DIGIT: human anD algorithms In orGanizations: competence for work in daTa-driven context

The advancement of digital technologies, particularly generative artificial intelligence, will significantly impact work in marketing. We observe a high pace of change, stratification of approaches regarding the competencies and skills of employees and management staff, and a lack of stability and clarity regarding managing such work. Therefore, we define the competencies needed to work with generative technologies and prepare a set of microcredentials to support their development.
Digital competencies, data-driven jobs, and automation vs. augmentation dilemma determine the project's scope. Concerning the first dimension, the project focuses on the competencies needed to manage people, tasks, and projects and learn and incorporate what is unknown today.
The concept of data-driven jobs focuses on working in an environment rich in data and doing things related to vast amounts of data about customers (e.g., marketing, sales, business communication, customer service). Digitization leads to questions about automation or the augmentation of work through generative technologies. This project focuses on cooperation with artificial intelligence in market-related jobs (e.g., marketing, sales, business communication, customer service).