Technological innovation and the rapid adoption of GenAI are transforming European labour markets, placing new demands on workers’ digital competencies. These changes prompt renewed questions about employees’ ability not only to leverage AI-powered tools but also to build skills that are crucial for employability. This study takes a novel approach by jointly examining AI usage and digital competence levels across the workforce—a perspective rarely addressed in research—and extends previous investigations into competencies required of marketing sector employees. Utilizing a quantitative methodology, the survey analyzes patterns of AI tool usage and employees’ self-assessed proficiency in crucial digital areas. Findings reveal that Polish workers actively use AI to supplement their tasks, with notable variation in digital skill levels, including areas such as data analysis, automation, and digital task management. Our study found that applications in programming/UX, data analysis, and multilingual tasks are dominant. The frequency and intensity of AI adoption, as well as digital expertise, differ by industry. Certain demographic segments—particularly younger professionals and those in technical roles—emerge as leaders in both AI usage and competency. As employers increasingly prioritize adaptability and advanced skills, particularly in integrating AI into daily operations, the results underscore the need for ongoing upskilling and workforce development. This research not only underlines a pivotal shift in labour market strategy but also provides continuity with previous studies focused on market-driven employee competencies, offering new insights at the intersection of technological change and skills development.