AI for Marketing

Module 1

Introduction to AI fundamentals & prompting

Build a practical foundation in AI for modern marketing. Explore key concepts, understand the strengths and limitations of different AI models, and learn prompting techniques that support more reliable, accurate, and responsible use of AI in everyday marketing tasks.

• Distinguish between AI, machine learning, large language models, and generative AI, and identify their relevance to marketing workflows
• Select appropriate AI models and tools based on specific marketing objectives and tasks
• Write, test, and refine prompts using techniques such as zero-shot, few-shot, and iterative prompting
• Evaluate AI-generated outputs, verify information, and apply responsible data-handling practices

• ChatGPT
• Claude
• Gemini

Module 2

Marketing research with AI

Learn how to use AI to support marketing research and turn fragmented information into actionable insights. Explore methods for competitor analysis, audience research, trend discovery, and insight generation while maintaining data quality and privacy standards.

• Define AI-ready research objectives that align with marketing goals, business priorities, and key performance indicators
• Select appropriate AI models and research tools based on the type of analysis, data sources, and desired outcomes
• Conduct competitor research using AI, validate findings, and document sources to improve reliability and transparency
• Analyze customer feedback, interviews, and public data to identify themes, keywords, audience needs, and Jobs-to-Be-Done insights while applying privacy-conscious research practices

• ChatGPT
• Claude
• Gemini
• OpenAI Deep Research
• Google Gemini Deep Research
• Perplexity
• Semrush
• MarketMuse

Workshop: AI Brand Visibility Audit: How AI Models See or Ignore Your Brand. Assess how AI models represent your brand and competitors, identify visibility gaps, and evaluate the accuracy and consistency of AI-generated brand information.

Module 3

Marketing strategy

Translate research and market insights into clear marketing strategies. Learn how AI can support strategic thinking, opportunity evaluation, experimentation, positioning, and decision-making across different stages of the marketing planning process.

• Generate and evaluate marketing hypotheses using AI-assisted analysis
• Apply strategic frameworks such as JTBD, Value Proposition Canvas, Blue Ocean, and ODI to support decision-making
• Prioritize opportunities using frameworks such as ICE, PIE, and RICE, and design experiments including fake-door, smoke, and concierge tests to validate assumptions before launch
• Assess product-market fit indicators, develop positioning recommendations, and use structured analysis to support strategic decisions

• ChatGPT
• Claude
• Gemini

Workshop: Dark Funnel GTM Sprint. Create a one-page Dark Funnel GTM Brief with a 30-day pre-launch playbook.

Module 4

AI-assisted content creation

Learn how to use AI to support content creation across the marketing lifecycle. Explore workflows for idea generation, copywriting, content adaptation, and multimedia production while maintaining quality, accuracy, and brand consistency.

• Generate content ideas based on audience research, business goals, and market trends using AI-assisted workflows
• Develop and refine marketing copy using structured prompting techniques and quality assurance processes
• Adapt and repurpose content across channels and formats while maintaining consistent messaging and brand voice
• Create prompts for AI-generated images, videos, and audio assets that align with campaign objectives and brand guidelines

• ChatGPT
• Claude
• MarketMuse
• DALL-E
• Stable Diffusion
• Runway
• ElevenLabs

Workshop: AI-Powered Content Audit: Stop Creating. Start Killing. Create a Content Kill List that identifies which content should be deleted, updated, repurposed, or scaled based on performance and business relevance.

Module 5

AI customer communication & personalization

Explore how AI can support customer communication across email, websites, support channels, and community interactions. Learn how to design personalized experiences that improve relevance and engagement while maintaining ethical data practices and brand consistency.

• Design email sequences with behavioral triggers, testing plans, and a consistent brand voice
• Implement personalization across email and website experiences using CRM, CDP, and customer data responsibly
• Build support chatbot workflows with clear handoffs, guardrails, and quality monitoring processes
• Use AI for lead research, outreach, and community engagement while maintaining tone and message consistency

• ChatGPT
• Claude
• ESP/CRM/CDP tools
• chatbot platforms

Workshop: Competitive Communication Audit: Spy on Your Competitors' Funnel. Create a Competitive Communication Map and a 30-day implementation plan based on competitor communication strategies and customer journey analysis.

Module 6

B2B AI advertising & pipeline-focused campaigns

Learn how to apply AI across B2B advertising workflows, from campaign planning and creative development to performance analysis and budget allocation. Focus on connecting marketing activities to pipeline growth and measurable business outcomes.

• Define campaign objectives, success metrics, and KPI frameworks that align marketing performance with business goals
• Develop audience-focused messaging and creative assets for LinkedIn, Google Search, and account-based marketing campaigns
• Use AI to support keyword research, campaign structure, ad creation, and performance analysis
• Evaluate campaign results, identify optimization opportunities, and make data-informed decisions about budget allocation and growth priorities

• ChatGPT
• Claude
• LinkedIn Ads
• Google Ads

Workshop: AI Pre-Launch Check for B2B Ads. Build a complete Campaign Launch Package, including a claim-and-proof matrix, message-match review, measurement plan, and decision thresholds for stopping, fixing, or scaling campaign activities.