A couple of years ago, AI still felt like something businesses were experimenting with. Now, it’s everywhere.
Every conversation seems to involve automation, AI tools, efficiency or productivity. Across AdTech, MarTech and SaaS, companies are under huge pressure to move faster, work smarter and stay competitive.
But there’s one major problem:
- There aren’t enough people who know how to use AI effectively in a commercial environment.
- At Grey Matter Recruitment, we’re seeing this every day. Businesses don’t just want technical AI specialists — they want people who understand how AI can improve marketing, sales, customer experience and growth.
- And that talent is becoming increasingly difficult to find.
It’s Not Just About Technical Skills
When people hear “AI talent gap”, they often think of data scientists or engineers. Of course those skills are in demand, but that’s only part of the picture.
What companies really want are commercially minded people who are comfortable working with AI tools and data-driven decision making.
For example:
- Marketers who understand automation and AI-driven campaigns
- Sales professionals using AI to improve efficiency without losing the human touch
- SaaS leaders who can combine data, product insight and commercial strategy
- AdTech teams who understand privacy, AI optimisation and analytics
The problem is that technology is evolving much faster than the talent market.
The Rise of the Hybrid Professional
One of the biggest changes we’re seeing is the demand for “hybrid” talent. The old silos between sales, marketing, analytics and product are disappearing. Businesses increasingly want people who can operate across multiple areas.
- In MarTech, marketers now need to understand customer data and automation.
- In SaaS, commercial teams are becoming far more data-led.
- In AdTech, AI and privacy are now central to strategy.
The candidates standing out right now aren’t necessarily AI experts — they’re adaptable, curious and willing to learn.
That mindset is becoming incredibly valuable.
Why Hiring Has Become So Difficult
There are a few reasons this gap has become so noticeable:
- Technology is moving too quickly – Most businesses are still figuring out what their teams should even look like in an AI-driven world.
- Expectations are unrealistic – Many companies are searching for “perfect” candidates with every technical and commercial skill imaginable. Those people are rare.
- Strong candidates have options – People with AI-adjacent skills are being approached constantly. Salary still matters, but candidates are also prioritising flexibility, culture, progression and stability.
So What Should Companies Do?
The businesses hiring best right now tend to:
- Hire for adaptability, not perfection
- Invest in upskilling existing teams
- Move quickly in hiring processes
- Focus on mindset and learning ability
The reality is that AI will continue evolving, so hiring purely based on today’s skillsets is short-sighted.
What This Means for Candidates
For professionals in AdTech, MarTech and SaaS, this is actually a huge opportunity.
You don’t need to become an AI engineer overnight. But you do need to stay curious.
The people thriving right now are:
- Experimenting with AI tools
- Becoming more data-literate
- Learning how automation fits into their role
- Building broader commercial understanding
Those who embrace change will be incredibly valuable over the next few years.
Final Thoughts
AI isn’t replacing people in AdTech, MarTech or SaaS. But it is changing what valuable talent looks like. The companies that succeed won’t necessarily be the ones with the biggest AI budgets — they’ll be the ones that attract adaptable, commercially minded people who know how to work alongside technology.
And right now, those people are in very short supply.