AI IN MARKETING

Get oriented fast and start with clarity. Meet your instructor, understand how the course runs, and see exactly what you’ll build by the end.

• Meet your instructor
• Housekeeping rules
• The course structure
• Final project overview

Cut through the hype and understand what AI actually does for marketers. Learn how to think in prompts and turn AI into a reliable tool for strategy, creativity, and execution.

• Defining key AI terms for marketers
• Overview of major AI platforms
• Applying AI to marketing challenges
• Case Study: CRISP framework
• Beyond frameworks: Advanced techniques
• Core principles of effective prompting

Assignment #1: The Macro SMART Charter
Identify one "High Friction" marketing challenge. Define it using the SMART framework. Write a one-page charter including your "AI Hypothesis" — where exactly you believe AI will create 10x leverage in this specific challenge.

Navigate the AI tool landscape with confidence. Compare platforms, understand their strengths, and learn when to use what for maximum impact.

• Tools overview: The dominant platforms
• The broader landscape of tools
• Case Study: ChatGPT, Gemini, Claude 
• Demo: Building a Claude project

Spot inefficiencies in your current workflow and rebuild it with AI. Learn how to connect tools into smarter, semi-automated systems that save time and scale output.

• The AI Leverage Map
• Generative Engine Optimization (GEO)
• Guest Speaker: Auditing workflows & automating tasks

Assignment #2: The Workflow Audit & Leverage Map
Use the AI Leverage Map to audit your last 40 hours of work. Categorize 8-12 recurring tasks by Frequency, Judgment, Time Cost, and Forgiveness. Create a completed Leverage Map identifying your top 3 Tier 1 tasks that will help you achieve your Week 1 SMART goal.

Move beyond surface-level targeting to smarter growth. Use AI to identify high-value customers, predict behavior, and build strategies around long-term value, not short-term clicks.

• Customer, market & competition 
• Finding the signal: AI-powered predicted LTV
• Taking action: LTV-based targeting & bidding
• AI for proactive retention signals

Turn messy data into clear decisions. Learn how to extract meaningful signals, automate analysis, and communicate insights that actually influence strategy.

• The new measurement mindset: From analyst to architect
• AI for instant analysis: Finding the "signal in the noise" 
• Case Study: Glossier
• The last mile: AI for executive reporting 
• Workshop: Develop a workflow

Assignment #3: The Synthetic Research Lab
Use AI to uncover a "Hidden Truth" about your customer or market that traditional methods would take weeks to find. Write a research brief.

Build marketing that feels personal at scale. Design automated workflows that deliver tailored messages and experiences across channels without manual effort.

• Beyond first names 
• The core workflow
• Specialist tools: Email & website
• Workshop: Building a personal email

Make your brand sound like itself — everywhere. Define, systemize, and maintain a consistent voice, even when AI is generating the content.

• From description to architecture
• Voice fingerprinting
• Case Study: Content dataset
• Demo: Voice drift detection
• Workshop: Develop your voice fingerprint

Assignment #4: Voice Architecture & Content Prototype
Scale your brand voice without losing its "soul.” Generate one "high-fidelity" prototype of a campaign asset.

Understand where AI meets real-world risk. Learn how to navigate data privacy, legal constraints, and responsible usage without slowing down innovation.

• Guest Speaker
• Data privacy
• Information handling, theory & tactics
• Legal considerations

Assignment #5: The Deployment Playbook
Synthesize your work into a final AI Marketing Playbook. This includes your final campaign assets, an ROI projection of time reclaimed, and a Human in the Loop (HITL) safety checklist. Create a "Governance Memo" for your team.

Turn strategy into execution. Build AI-powered briefs that translate ideas into consistent, high-quality content across formats and channels.

• Using AI to create diverse content
• Building the AI-powered creative brief
• Repurposing content for different channels
• Crafting social media & email copy
• Introducing specialist tools & breakouts: Copy & visuals
• Workshops: Copywriting & visuals

Multiply your content output without diluting quality. Learn how to transform one idea into video, audio, and multi-channel assets using AI tools.

• The AI media multiplier
• Demo: From text to high-fidelity audio
• Introducing the production tools: Video & audio
• Workshops: Video & podcast

Think beyond performance metrics. Develop a practical framework to identify risks, avoid bias, and make ethical decisions in AI-driven marketing.

• The 3 horsemen of AI risk
• From "Can We?" to "Should We?"
• Core risks & cautionary tales: Pollution, bias, manipulation
• Workshops: The ethical dilemma

Bring it all together and show your thinking. Present a complete AI-powered marketing strategy and get feedback on how to sharpen it for real-world impact.

• Course wrap-up
• Final project presentations 
• Peer & instructor feedback