It builds on the programme of my AI training for companies, with practical cases chosen for marketing.
Why marketing is a natural fit for AI
Marketing teams produce text continuously: articles, posts, emails, product sheets, video scripts. In the study by Noy and Zhang published in Science in 2023, professionals who write with the help of generative AI cut their writing time by 40%. The Microsoft Work Trend Index 2023 also shows a 29% gain on search and summarising tasks, useful for preparing a brief or competitive watch.
But marketing content shapes a company's image. AI produces a fast first draft; the team keeps control of the tone, the facts stated and the final sign-off.
What AI changes in marketing work
| Task | What AI does | Reference figure |
|---|---|---|
| Writing an article or a post | Structured first draft from a brief | 40% less writing time (Science, 2023) |
| Adapting a message into several formats | Email, social post and product sheet versions from one text | No published measure |
| Preparing a watch or a brief | Summary of multiple sources in a few minutes | 29% faster on search and summarising (Microsoft, 2023) |
| Analysing customer feedback | Grouping reviews by theme and tone | No published measure |
AI speeds up production, not strategy. Every piece of published content is checked before release, especially figures and commercial claims.
4 uses to set rules for before scaling AI in marketing
The brand style guide. Describe the brand's tone in the prompt to get consistent copy.
Fact-checking. Never publish a generated figure or quote without checking it.
Images and trademarks. Check usage rights for generated images and third-party logos.
Customer data. Never enter contact details or identifiable personal data into a general-purpose tool.
These rules belong in an AI usage policy, useful for the whole marketing function as well as other teams, for example the sales team.
The programme, from marketing's point of view
| Module | What you take away |
|---|---|
| 1. Understanding generative AI | Knowing what to expect from AI, and what not to hand over to it |
| 2. Talking to an AI | Getting a usable text first time |
| 3. Productivity | Briefs, watch summaries and meeting notes in minutes |
| 4. Use cases by function | Content adaptations, review analysis, campaign ideas |
| 5. Risks and good practice | Fact-checking, image rights, brand style guide |
| 6. Workshop | Producing a full adaptation from one of your existing pieces |
Format and price
The training is delivered in-house, for a marketing team. Two durations are available: a half day from €590 excl. VAT, or a 7-hour day from €990 excl. VAT. It takes place online, or on-site at your offices on request. See the pricing page.
If your leadership also wants to train, AI training for executives and managers covers the same topics from a management perspective.