Back

Generative AI for Marketing Professionals

Introduction

61% of marketing leaders are using AI to enhance customer engagement, 39% are focusing on cost reduction through automation, and 32% are implementing AI to personalize content and customer journeys.

AI and Generative AI are transforming the marketing landscape. It’s time to dive deep and leverage these powerful technologies to make your marketing efforts smarter, more personalized, and highly efficient.

This intensive 5-hour workshop equips marketing professionals with the knowledge and practical skills to leverage AI and Generative AI in their organizations. Participants will learn to identify automation opportunities, enhance customer experiences, and prioritize implementations for maximum ROI. Through a blend of expert-led presentations, hands-on exercises, and collaborative group work, attendees will gain actionable insights on key focus areas, including: identifying and prioritizing AI opportunities in marketing, crafting effective prompts for large language models (LLMs), creating custom GPTs for marketing-specific tasks, and measuring the impact of AI initiatives.

Course Objectives

By the end of the session, learners should be able to -

  • Identify AI and Generative AI automation opportunities in marketing
  • Evaluate and prioritize these opportunities based on impact metrics such as customer engagement and campaign effectiveness
  • Calculate ROI for AI-driven marketing campaigns
  • Implement AI tools to enhance customer personalization and segmentation
  • Craft effective LLM prompts for improving campaign performance
  • Create custom GPTs for automating marketing tasks, such as content generation and customer interaction

Target Audience

This workshop is ideal for marketing professionals in leadership and strategic roles, including -

  • Chief Marketing Officers looking to drive digital transformation
  • Content Marketing Leaders aiming to personalize and scale content generation
  • Customer Experience Leaders focused on enhancing engagement with AI-driven solutions
  • Digital Marketing Specialists exploring AI-enhanced targeting and segmentation
  • Marketing Operations Managers driving the integration of AI into marketing workflows
  • Social Media Managers interested in using AI to optimize social media strategies

Workshop Agenda - "AI and Generative AI in Marketing - Shaping the Future of Customer Engagement"

Total Duration – 5 hours

  • 1. Welcome and Introduction

    ○ Description - Brief introduction of the workshop objectives, facilitator, and participants.
    ○ Activity - Icebreaker activity where participants share one area in marketing where they see potential for AI/Gen AI application. (Use Mentimeter or yellow chits)

  • 2. Understanding AI and Generative AI Technologies in Marketing

    ○ Description - Overview of AI, Machine Learning, and Generative AI with a focus on marketing applications.
    ○ Topics Covered -
    ■ AI vs. Generative AI
    ■ AI’s role in customer journey optimization
    ■ Key marketing processes where AI is making an impact (Content Creation, Personalization, Customer Engagement, etc.)
    ■ Examples of Generative AI solutions
    ■ Examples of AI-powered marketing tools
    ○ Activities - Q&A Session: Open floor for participant questions.

  • 3. Hands-On Activity - AI Tools for Content Creation and Customer Engagement

    ○ Demo - Open AI Playground, creating your own GPTs, prompt engineering, and exploring AI tools for content generation.
    ○ Description - Participants explore AI tools and platforms to automate content creation and customer interaction.
    ○ Activities - Hands-on exercise where participants work in pairs to experiment with tools and assess their effectiveness.

  • 4. Group Activity - Designing an AI-Powered Marketing Solution

    ○ Description - Collaborative group work to design an AI solution for a specific marketing challenge.
    ○ Demo - Introduction to AI tools (e.g., AI content generation, customer segmentation, campaign automation).
    ○ Activities -
    ■ Divide participants into small groups.
    ■ Each group selects a marketing challenge (e.g., customer engagement, lead nurturing, or content personalization).
    ■ Groups brainstorm and create a brief outline of an AI-powered solution, including key features and expected outcomes.

  • 5. Deep Dive - Generative AI Use Cases in Marketing - Develop Your Pilot

    ○ Description - In-depth session on specific use cases of Generative AI in marketing, calculate ROI, and prioritize projects.
    ○ Activities:
    ■ Case Studies - Review real-world examples of Generative AI in marketing.
    ■ Discussion - How to conduct a step-by-step prioritization process for your pilot project.

  • 5. Deep Dive - Generative AI Use Cases in Marketing - Develop Your Pilot

    ○ Description - In-depth session on specific use cases of Generative AI in marketing, calculate ROI, and prioritize projects.
    ○ Activities:
    ■ Case Studies - Review real-world examples of Generative AI in marketing.
    ■ Discussion - How to conduct a step-by-step prioritization process for your pilot project.

  • 6. Deep Dive - AI/Generative AI Capability Development and Change Management

    ○ Description - Explore the AI change management process and how to build AI capabilities in marketing teams.
    ○ Activities -
    ■ List the current challenges in marketing that hinder AI adoption.
    ■ Brainstorm strategies to overcome those barriers and accelerate AI implementation.

  • 7. Conclusion and Next Steps

    ○ Description - Recap of key learnings, Q&A, and discussion on how to implement AI and Gen AI in marketing.
    ○ Activities -
    ■ Action Plan - Participants write down three actionable steps they will take to integrate AI in their marketing strategies.
    ■ Feedback Survey: Collect feedback for future workshops.

View All Projects