Your team is already using artificial intelligence. The problem isn’t usually access to the tools, but rather that they’re used in isolation: one-off requests, generic results, and few measurable improvements to the business.

In this nine-hour hands-on workshop, you’ll learn how to turn AI into a real-world tool for marketing and sales. From the very start, you’ll work with real data from your company—your brand, your customers, and your campaigns—and you’ll finish the training with thirteen deliverables that are ready to implement.

The methodology will be primarily practical: 20% conceptual framework and 80% in-class work, consisting of specific, timed tasks. We will not work on external case studies: each participant will develop their own project with the guidance of the instructor.

INTENDED FOR:

Marketing and communications managers and teams at startups and small and medium-sized businesses; professionals involved in content and branding; and sales managers whose roles involve customer acquisition.

CONTENTS:

During the workshop, you’ll learn how to:

• Create a Master Brand Brief to ensure results that are consistent with your company’s identity, tone, and value proposition.
• Create a library of custom instructions and wizards for recurring tasks.
• Analyze competitors and distill the true voice of your customers from reviews, surveys, and other materials.
• Design a messaging framework and a content production system tailored to different channels.
• Create brand imagery, ad variations, short videos, and spokesperson content.
• Improve visibility on traditional search engines and on tools such as ChatGPT, Gemini, and Perplexity.
• Apply AI to B2B lead generation via LinkedIn and to the segmentation of B2C databases.
• Create an agent capable of performing a recurring task on the computer.
• Develop a 90-day implementation plan, calculate the cost of the suite of tools, and establish an internal policy on the use of AI.