The AI Upskilling Wave Is Real. So Is the Gap It's Leaving Behind.

The AI Upskilling Wave Is Real. So Is the Gap It's Leaving Behind. — Mad About Marketing Consulting
All Articles
Generative AI People and Talent Digital Transformation Change Management
In Brief

We are counting courses completed, certifications issued, and AI tools deployed. What we are not counting — not carefully enough — is who is being left out of all of it. The quiet divide in AI upskilling is not inevitable. But it will not close on its own.

We are counting courses completed, certifications issued, and AI tools deployed. What we are not counting — not carefully enough, anyway — is who is being left out of all of it.

There is a version of the AI upskilling story that sounds almost aspirational. Governments are investing. LinkedIn feeds are full of people announcing their latest certifications. Organisations are proud of their AI pilots. And yet, when I look across the teams I work with — in healthcare, in financial services, in growth-stage companies across Singapore and the region — I see a pattern that does not make it into those announcements: the people most at risk of being displaced are the least likely to be in the room where the reskilling is happening.

That is not a skills problem. It is a structural one.


The numbers are not reassuring

46% of SEA firms scaling AI — but only 15% of SMEs, even in Singapore
more likely — women face AI disruption vs men across the region
72% skills change expected in SEA jobs by 2030 — double the prior decade
164M workers in SEA potentially impacted by AI

Across Southeast Asia, nearly 46 percent of firms have begun scaling AI — but among SMEs, which employ the majority of the region's workers, adoption stands at roughly 15 percent, even in Singapore. Upskilling investment tends to follow adoption investment. If smaller businesses are not yet deploying AI seriously, they are also not building the capability to work alongside it.

The workers most exposed to displacement are concentrated in service, sales, and clerical roles. Women are nearly twice as likely to face AI-driven disruption as men, who tend to occupy roles in manufacturing and manual labour that are less immediately affected. In South Asia, women are up to 40 percent less likely to own a smartphone — which means the access gap precedes the skills gap.

The skills needed for jobs across Southeast Asia are expected to change by 72 percent between 2016 and 2030 — nearly double the rate of the prior decade. In agriculture alone, up to 5.7 million jobs could vanish by 2028. Administrative roles, disproportionately held by women, carry high automation risk. The pace of change is accelerating precisely in the sectors least served by current upskilling investment.


What the ground actually looks like

I work across two contexts simultaneously — a regional corporate environment and an independent consulting practice — and the pattern I observe in both is consistent.

When I joined a regional healthcare organisation late last year, one of my earliest observations was how differently AI was landing across functions. Strategy, marketing, and data teams were actively experimenting — prompting, iterating, building workflows. Administrative and operational staff — many of whom had spent years developing deep process knowledge — had received a single briefing and a link to a policy document.

This is not unique to healthcare. Across the consulting engagements I run, the same pattern repeats: AI literacy investment tends to follow seniority and function, not exposure to risk. The people with the most agency over their own learning — and the most time and tools to pursue it — are pulling further ahead. Everyone else is waiting for a programme that has not been designed for them yet.

The pipeline is not helping either. Only three percent of employers believe higher education is adequately preparing graduates for an AI-driven future, according to Singapore's Digital Education Council. If the entry point is broken, the divide compounds from day one.

What I find harder to quantify — but equally real — is the erosion of mid-career confidence. When a professional who has spent a decade building expertise in research, analysis, or client communication watches AI replicate those outputs in seconds, the psychological cost does not show up in a workforce report. But it shapes whether they lean into reskilling or quietly disengage.


Three shifts that would actually help

  • Design access around exposure, not enthusiasm. The people who most need AI capability building are rarely the ones proactively seeking it. Organisations need to map their highest-risk roles and bring the learning to those people — not wait for those people to find their way to the learning.
  • Make it applied, not aspirational. Giving someone a subscription to an online course library is not upskilling. The organisations I have seen make real progress embed learning into actual work — short, contextual, tied to a real task or output. A customer service team learning to use AI to triage and respond more effectively builds lasting capability. A team completing a generic AI module does not.
  • Count who is missing. ASEAN's high levels of workforce informality mean that equitable access to digital infrastructure cannot be assumed. Within organisations, the equivalent question is simpler: when we run capability programmes, who attends? Who does not? Why?

The divide is a choice

Around 164 million workers across Southeast Asia could be affected by AI, with women and younger workers disproportionately impacted. The upskilling conversation cannot remain a story about the already-ready getting more ready.

The quiet divide in AI upskilling is not inevitable. But it will not close on its own. It will close when organisations stop measuring participation and start measuring impact — and when the people designing these programmes ask, from the beginning, who is not yet in the room and why.

Read More

The Future of Work: Navigating the Shift to Flexible Talent Models

As we look ahead to 2025 and beyond, the workplace is undergoing a fundamental transformation that's reshaping how organizations approach talent acquisition and management. This evolution isn't just about remote work or digital transformation—it's about a complete reimagining of the workforce model itself.

The perception around work, employment and career has changed and will continue to evolve thanks to Covid, post covid massive retrenchments at a scale that’s never been seen before and a generational change in perception of what a career should be like, beyond just a job title.

Off the back of such retrenchments, big company names are no longer as attractive as before, which highlights a shift change in employer branding, especially among the younger generation of digital natives.


The Great Skills Reset

The pace of change in skill requirements is accelerating at an unprecedented rate. By 2030, an estimated 60% of employers expect AI to significantly impact their operations, while 39% of workers' existing skill sets may become outdated within the next five years. This creates a fascinating paradox: we're simultaneously facing both a talent shortage and a skills obsolescence challenge.

The fastest-growing skills paint a clear picture of where we're headed:

- AI and big data expertise

- Network security and cybersecurity capabilities

- Technology literacy across all roles

- Creative thinking and innovation

- Resilience and adaptability in the face of change


The New Talent Equation

Today's workforce is increasingly gravitating toward flexible arrangements that offer greater autonomy and work-life integration. This shift isn't merely a pandemic aftermath—it's a structural change in how people view their careers and professional development.

The emerging workforce priorities are crystal clear:

- Control over their time and work location

- Opportunities for skill development across multiple industries

- Higher income potential through diverse client engagements

- Reduced burnout risk through varied work experiences

- Career autonomy and project selectivity

The Rise of Fractional Talent

Here's where things get interesting: the convergence of organizational needs and workforce preferences is giving rise to a powerful solution—fractional talent. This model isn't just a stopgap; it's increasingly becoming a strategic advantage for forward-thinking organizations.

Why Companies Need to Embrace Fractional Talent

The business case for fractional talent is compelling:

 1. Cost-Effectiveness: Access to executive-level expertise at 30-70% lower cost than full-time hires, with the ability to scale resources based on actual needs.

2. Strategic Agility: Rapid access to specialized skills without the overhead of traditional hiring processes or long-term commitments.

3. Innovation Catalyst: Fresh perspectives from professionals who bring cross-industry experience and diverse problem-solving approaches.

4. Risk Mitigation: "Try before you buy" approach to critical roles, with easier adjustment of resource levels as needs change.

The Mindset Shift

For organizations to fully leverage this model, several traditional assumptions need to be challenged:

1. From Control to Outcomes: Success metrics need to focus on deliverables rather than time spent.

2. From Fixed to Fluid: Organizational structures must become more adaptable to accommodate varying levels of engagement.

3. From Ownership to Partnership: The relationship with talent needs to evolve from traditional employment to strategic collaboration. Companies need to stop thinking that the employees “belong” to them.

Looking Ahead

The future of work isn't about choosing between traditional and flexible models—it's about creating an ecosystem where both can coexist and complement each other. Organizations that successfully navigate this transition will gain significant advantages in talent acquisition, innovation capacity, and market responsiveness.

The key to success lies in understanding that this isn't just a temporary trend but a fundamental reshaping of the work landscape. Companies that adapt their talent strategies accordingly will be better positioned to thrive in an increasingly dynamic business environment.

The question isn't whether to embrace these changes, but how quickly and effectively organizations can adapt their talent strategies to this new reality. The future of work is already here—it's just not evenly distributed yet.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Read More

Workplace Culture Evolution: Toxic Work Cultures, Gaslighting and More

In today's hyper-competitive business landscape, workplace culture has emerged as the critical differentiator between organizations that thrive and those that merely survive. Let's dissect the key elements of cultural transformation and why it matters more than ever.

The Toxic Workplace Reality Check

Toxic workplace culture extends far beyond occasional office politics. It manifests through systemic dysfunction, where gaslighting and manipulation become normalized operating procedures. Think less "difficult boss" and more "calculated erosion of professional confidence." When managers consistently deny doing what is right then criticize team members for non-compliance, we're not witnessing simple miscommunication – we're seeing tactical psychological manipulation at work.

The Junior Employee Vulnerability Factor

Here's an uncomfortable truth: junior employees bear the brunt of toxic cultures, creating a problematic talent development pipeline. Why? They're navigating a perfect storm of vulnerabilities:

- Limited workplace navigation experience
- Strong validation needs
- Minimal support networks
- Heightened susceptibility to power dynamics

This combination creates a breeding ground for burnout and career stagnation – exactly what forward-thinking organizations must prevent.

The Leadership Imperative: Why Cultural Change Starts at the Top

Remember the garden analogy: organizational culture grows what leadership plants and tends. When toxic behaviors (weeds) go unchecked, they flourish. C-suite leaders aren't just cultural influencers – they're cultural architects. Their actions, not their words, set the template for organizational behavior.

Practical Steps for Leadership Evolution

For C-suite leaders and managers committed to cultural transformation:

1. Model Transparent Communication

- Share decision rationales openly
- Demonstrate accountability
- Create clear feedback channels

2. Implement Structural Safeguards

- Establish robust anti-harassment policies
- Create anonymous reporting systems
- Provide comprehensive mental health support

 3. Develop Leadership Capabilities

- Invest in emotional intelligence
- Build conflict resolution expertise
- Foster inclusive decision-making

The Customer-People Connection: A Strategic Necessity

Here's the business case that gets the CEO’s attention: customer experience will never exceed employee experience. I first learnt of this concept during my time in OCBC when I was part of the pioneer customer experience team. It has inspired my work ever since. The math is straightforward:

- Engaged employees = Delighted customers
- Toxic culture = Compromised customer service
- Healthy culture = Sustainable competitive advantage

Think about it: How can we expect employees operating in toxic environments to deliver exceptional customer experiences? They can't – and that's the bottom-line impact of cultural negligence.

Building Integrated Experience Systems

Modern organizations need frameworks that align employee and customer experiences:

1. Cultural Assessment Metrics

- Track employee experience indicators
- Map customer journey touchpoints
- Measure psychological safety
- Monitor engagement patterns

2. Communication Architecture

- Define clear information flows
- Set response expectations
- Create constructive feedback loops
- Enable cross-functional collaboration

3. Diverse Perspective Integration

- Establish mentorship programs
- Create inclusive dialogue forums with actionable and measurable steps
- Enable cross-cultural learning
- Foster innovation through diversity

The ROI of Cultural Excellence

The investment case is compelling:

- Reduced turnover costs
- Enhanced productivity
- Improved innovation through psychological safety
- Stronger employer brand- Higher customer satisfaction
- Sustainable competitive advantage

Moving Forward: The Integration Imperative

In today's experience economy, treating employee and customer experience as separate domains is a strategic mistake. The most successful organizations recognize these elements as an integrated system requiring holistic management.

Remember: Culture isn't just what you promote – it's what you permit. What's growing in your organizational garden?

The question isn't whether to prioritize culture transformation – it's how quickly you can make it happen before your competitor does.

What's your next move in creating a workplace that drives both employee and customer success?

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Read More

Passion, Purpose, Potential or Profits - What Motivates You?

This came as an inspiration as I spent the last few weeks catching up with various folks be it from my previous companies or conferences and even the recent SMU Mentoring Event I had the honour of attending as a guest speaker.

It struck me that regardless of the stage of their career they are at, many people are still seemingly either searching for that ultimate professional end-goal or just going through the motions of what they are doing for work with a view of what they ultimately want to achieve for their personal end-goal.

It also occurred to me that many people are still unsure of what really motivates them to take on certain roles or join certain companies beyond say “being able to meet their pay expectations”, “being stable and unlikely to cut jobs”, “being well known in the industry, region or country”, “being able to fully utilize their skills and learn something new”, and recently, “having flexible or hybrid working arrangements”, just to name a few that I have heard.

During the course of my career, as I often made conscious decisions to join certain companies and leave others, I also struggle sometimes between what I really want versus what I could get at that point of time. Not everyone has the luxury of time and choice and during the earlier parts of my life, that was definitely the case. Time and choice plays a dependent role in whether you are able to take time to choose and if circumstances allow you to.

Ultimately, as I moved into my 40s, I started thinking a lot more about this as I used my 20s as an exploratory stage of learn, learn and learn. 30s for me was a stage to harness my past learnings, expand on what I have garnered previously and apply that experience while still learning.

What hasn’t changed for me though is what really drives me professionally and to join certain companies, then stay on with them and later leave them. It has always been first and foremost - the ability to apply my Passion for 1) helping people to solve their problems and 2) the field of marketing and communications, the Purpose of the company that ties back to my personal values, which are 1) enabling people and other living beings to live quality lives, thrive and sustain and achieve my Potential based on the stage of my career with them. Profits, which you can say are monetary benefits I always believe will come as part of the reward if I am good at what I am doing for a purposeful company.

Thus sharing below what I interpret in terms of passion, purpose, potential and profits in terms of what motivates you ultimately in choosing your career journey:

  • Passion - some people choose roles and companies that enable and empower them to fully utilize their passion in what they are skilled to do, maximizing their skillsets and love for their craft. This typically is rare it seems as most people are not sure if what they have been trained academically and later professionally to do is really what they are passionate about. This causes quarterlife or midlife crisis sometimes and they can change their career paths once they have uncovered that passion. This also sometimes mean that certain people will prioritize being able to continue to apply those skills beyond what the company’s ultimate purpose stands for, be it good or bad.

  • Purpose - some people choose roles and companies that tie back to their personal values that translates to a purpose that they can identify and relate with. It doesn’t always have to be the holy grail status of being up there with Nobel peace prize types of purpose so long as it is something that speaks to them. It can be as simple as providing happiness to people or animals and supporting their personal values to live a happy life no matter what they do. For such folks, often they do get disillusioned after spending some time in their companies and realizing that their perceived purpose is not quite true to what they had signed up for. Thus people who highly value that will also choose to leave despite being still able to apply their passion or make profits.

  • Potential - this can be considered as your aptitude, ambition and attitude. Some people know they have the potential to achieve certain career heights be it expansion of their portfolio, moving up the ranks or achieving certain career milestones and be recognized for it. Most of who could, would actually want to as well, especially if it is something they are passionate about. However, the opportunities to reach one’s potential in the companies they are with might not always be possible or available. It is sometimes a tricky one as it depends on a lot of factors beyond your actual potential, including availability of opportunities, availability and access to the right career mentors and supporters to help you achieve your potential. People who highly value being able to fulfil their potential would choose to leave certain companies once they have ran out of pathways to either move up or laterally, depending on their ambitions

  • Profits - other people choose roles and companies that pay the best or enable them to fulfill their earning potential. Again, there’s nothing wrong with this as such folks might also see the ability to earn being a type of fulfilment and achievement for them even if they are not truly passionate about what they do. They will instead use what they have earned to support their personal passions outside of the companies. They might also place less emphasis on the values and intended purpose of the company. They are thus less impacted by the company’s values as long as it doesn’t directly impact their ability to continue to make money or fulfil their earning potential. For such folks, they will choose to leave if the company is showing signs of financial instability, unless it benefits them to hold on and wait for some sort of payout.

As I am closing the most recent chapter in my professional journey working for someone else by end April, I am glad that I have been able to fully maximize my time during this winding down period to reflect, learn, write, network, advise, travel, enjoy life and create something new and close to my heart. This new venture allows me to fully maximize both my passion, purpose and potential, staying true to my values. I am thankful that I am at the stage of my life where I do have time and choice.

For those who are still searching for their north star and exploring different paths, I hope you can do the following, come what may:

  • explore as many pathways as possible especially if you have both time and choice

  • don’t hesitate to create your own path(s) and journey(s)

  • try to make the best of your journey even if the path turns out rocky

  • if the path reaches a dead-end, you can always create your own or turn back and start on a new one

About the Author

Mad About Marketing Consulting

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Read More
We are D-U-N-S Registered.