Training Program Targets Spain's AI Skills Gap
IAB Spain and CEOE Campus launch 30-hour Marketing r_evolution program to close AI adoption barriers where 85% of pros use AI but lack training.
Rachel Torres
April 10, 2026
IAB Spain and CEOE Campus have launched a new in-person training program called Marketing r_evolution, directly targeting one of digital marketing's most persistent problems: 85% of professionals already use AI, yet formal training remains the primary barrier to real adoption, according to IAB Europe's Impact of AI Report 2025.
According to PR Noticias, the initiative is a joint effort between IAB Spain, Spain's digital advertising and marketing association, and CEOE Campus, the business school of Spain's main employer confederation (CEOE). The program targets a skills gap that is widening faster than most organizations can address internally.
What the Program Covers
Marketing r_evolution runs from April 30 through June 2, 2026, delivered in 30 hours of in-person instruction. The content is structured across six modules covering the full digital ecosystem, including digital marketing, measurement disciplines (SEO, SEM, and GEO), artificial intelligence, and the legal framework surrounding digital operations.
The program combines current content with visits to IAB Spain partner company offices, including technology platforms, agencies, media companies, and digital law firms, bringing learning into the real environments where industry decisions are made. Confirmed host venues include Mediaset, Microsoft, and Making Science.
The program targets professionals in marketing, communications, media, and advertising who want to sharpen their view of the digital ecosystem. It is particularly aimed at those in strategic or decision-making roles across brand, commercial, digital transformation, or innovation departments, as well as agency heads, consultants, and freelancers tracking regulatory and technology trends. Pricing is set at 2,100 euros, with a 10% discount bringing the cost to 1,890 euros for companies associated with CEOE or IAB Spain.
The Skills Gap Behind the Launch
The launch is not a routine training announcement. It reflects a measurable and well-documented crisis in marketing capability.
Globally, only 17% of marketing professionals have received comprehensive, job-specific AI training, 32% report receiving no formal AI training at all, and 20% describe what training they have received as too generic to be practically useful.
A Marketing Week survey found that 51.7% of B2B marketers recognize an AI skills gap within their own teams, while 68% receive no formal generative AI training. Only 47% understand how to use AI strategically.
