GenAI for Marketers

Did you map out your GenAI opportunities and risks before you started prompting? Take a step back and build a holistic plan for implementing GenAI into your everyday processes, whilst protecting your brand.

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1 day course
Supporting material
Private
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

Part course, part workshop, this one-day session will equip you with the knowledge and skills you need for incorporating GenAI in your day-to-day marketing efforts.

GenAI is a horizontal technology; it’s going to affect most roles in business. As marketers, you’re not just facing consumers - you’re reaching out to them. The way you’ll use GenAI is unique.

We’ll start off by cutting through the buzz of benefits and laying out the technology as it stands today. After this, we’ll start to move into the fundamentals of what will and won't work for you and your brand.

Keep in mind that this isn’t a generalised GenAI course. It’s focussed on marketing and the real-world use cases we share as marketers. By the end of the session, you’ll leave with GenAI skills, but more importantly, have a clear plan for implementing GenAI into aspects of your business - in a brand-safe way.

This GenAI for Marketers course is available as a private training session that can be delivered via Virtual Classroom, at our training centre in The Shard, London, or at a location of your choice.

Course overview

Who should attend:

This session is perfect for senior marketing professionals and senior business leaders, such as those working in sales.

What you'll learn:

By the end of this course, you will be able to:

  • Explain how GenAI is impacting marketing
  • Recognise what other competitors in your industry are doing with GenAI
  • List the available GenAI tools that can be used by marketers at present
  • Identify the risks in using GenAI
  • Interpret how marketing roles are evolving with GenAI
  • Describe how different GenAI models work
  • Describe the value of self created models
  • Describe the different operating models

Your action plan will include the results from these workshop activities:

  • Listing the goals that GenAI can support your business with (e.g. faster media creation, customer insights, experience improvement, etc...)
  • Audit if you have the right people with the right skills to build GenAI models or implement tools
  • Determine who should be responsible for managing your GenAI model/s
  • Select between different operating models
  • Create frameworks for selecting the right GenAI tools and processes
  • Audit if your marketing professionals have the right skills to use GenAI features within existing tools
  • Map out the risks to your organisation of implementing GenAI/Establish mitigation tasks and frameworks to reduce risk
  • Map your recommendations for steering groups and governance frameworks

Course agenda

Explore GenAI and its marketing applications
  • What does GenAI mean, what makes it unique within AI, and how does it impact marketing?
  • What's changed in the industry as a result
Get inspired by what’s out there already
  • GenAI maturity and complexity of tasks
  • Understanding my consumers using GenAI
Opportunities and risks
  • Creative conformity and protecting your brand
  • Bias and intellectual property
  • Data protection
Roles and skills, how to stay ahead of GenAI
  • How roles are evolving with GenAI
  • The skills marketers will need going forward, becoming better pilots
  • Cross department collaboration
GenAI models and operating models
  • Connecting machine learning, deep learning and Generative AI
  • Open source vs. proprietary models
  • GenAI model types
  • Inhousing and hybrid models
  • How do we assess the best operating model
What brands have achieved with their models
  • Asset production
  • Personalisation
  • User experience
  • Insights and idea generation
Map your GenAI opportunities
  • Workshop activity
Identify key stakeholders and workflows
  • Workshop activity
Select GenAI models and operating models
  • Workshop activity
Map your skill opportunities and gaps
  • Workshop activity
Risk mapping and mitigation procedures
  • Workshop activity
Plan your ongoing governance
  • Workshop activity

Next Steps:

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