Learning outcomes
By the end of the session, delegates will be able to:
- Use AI to prepare more effectively and anticipate client needs.
- Communicate clearly with clients using AI-enhanced outputs.
- Turn data into compelling, client-ready stories.
- Generate fresh insights to deepen client relationships.
- Apply AI tools pragmatically within their day-to-day workflow.
Agenda
Context setting: Why AI matters for Account Management
- How AI is transforming client service in advertising, account handlers and managers as ‘growth architects’, how AI can lead to higher-value client service.
- Where AI augments (not replaces) the role of the account manager, foundational use cases for AI.
- Working with AI throughout the account handling workflow, effective prompt engineering to lift outputs from mediocre to exceptional.
- Exercise: Delegates map their current workflow and highlight pain points AI could improve.
How AI can supercharge proactive client service
- Client meeting preparation: Using AI to shape pitch propositions, assimilate past interactions, and generate talking points.
- Client and competitive intelligence: Scanning market and competitor activity to keep clients informed.
- Brief interpretation and clarification: Structure objectives, audiences, and KPIs.
- Exercise: Draft a client briefing note using an integrated human/AI approach against a specific scenario.
Efficient communication and alignment using AI
- AI brand safety and risk management: Auditing human/AI generated content.
- Augmented client communication: Transforming efficiency whilst avoiding ‘workslop’, AI supported follow-up and contact reports.
- Stakeholder alignment: Mapping client org charts and communication styles with AI insights.
- Client simulator: Using synthetic personas to augment pitch and proposition preparation, role-play challenging client scenarios with AI-generated questions.
Exercise: Using a synthetic persona to role-play a tough client pitch / Q&A.
Data into impactful storytelling and ROI
- Status reporting and dashboards: Converting raw data into clear, client-friendly updates, avoiding bias and pitfalls in AI-interpreted data.
- Proposal, procurement and pitch support: Using data in structured proposals tailored to building client value, demonstrating the ROI of AI-augmented work.
Exercise: Turn a set of campaign tracking data into a one-page AI-powered client update.
Adding exceptional future client value, empathy & continuous improvement
- Client, cultural and consumer insights: Generating quick scans of trends and audience mindsets.
- Feedback and sentiment analysis: Analysing client emails and surveys for sentiment shifts and early warning signs, anticipating client needs.
- Future-proofing using AI: Predictive project management, working with clients in scenario mapping.
- Exercise: Use AI to map future scenarios and needs alongside clients.
Reflection & Next Steps
Timings
This course will run virtually on:
- Monday 16 March, 9.30am - 12.30pm
- Tuesday 17 March, 9.30am - 12.30pm
You will need to attend both sessions. Zoom details will be sent closer to the time.
Your trainer: Neil Perkin
Neil is a renowned writer, keynote speaker and the founder of Only Dead Fish, a consultancy that specialises in applying strategic understanding of digital and emerging technologies to help businesses and leaders optimise their effectiveness within the new, digital-empowered business environment.
He has run global leadership programmes and consulted on transformation and marketing with a broad range of large, multi-national businesses and is a regular keynote speaker across the globe on business and marketing transformation, agile strategy and leadership. He’s been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry, and by SAGE as a TOP 100 Global business influencer.
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