Key learner outcomes
- Understanding the fundamentals of AI, including GenAI, prompt engineering, and their practical roles in marketing and advertising.
- Appreciating a wide range of use cases across the customer journey and advertising process, from research and strategy to execution and optimization.
- Developing strategic thinking around AI application, how it can benefit strategy formulation, planning, concepting and execution
- Learning prompt engineering and tool selection to enhance research, insight generation, creativity, and campaign performance.
- Understanding the evolving culture and behaviours required to adopt AI effectively within agencies and marketing teams.
Content
Part One: Fundamentals and strategic application of AI
- Welcome and introductions: agenda and framing
- What do we mean by AI? Definitions and clarifying terminology (AI, ML, GenAI, Deep Learning)
- Exploring how AI tools are being used today in advertising and marketing (content creation, summarization, personalization)
- Understanding the breadth of AI across the customer journey and advertising process
- Exercise: Strategic application of AI – delegates explore and classify current and potential AI use cases in their own context
- Key concept: Optimization vs transformation – how to derive maximum value from AI application
Part Two: Working with AI through the advertising workflow
- Successful Prompt Engineering: key frameworks for taking outputs from mediocre to exceptional
- Using AI in insight, research and planning – essential use cases and techniques, application to customer, company, category and cultural contexts
- Exercise: delegates get hands on with AI tools, using Deep Research outputs, and the summary and assimilation of insights
- Using AI for synthetic research and insight generation
- Exercise: Using GenAI tools to generate and analyse diverse inputs to draw out inspiration, using a synthetic persona and persona interview simulation
Part Three: Creativity and concepting
- The value of diverse inputs in generating creative ideas with AI
- Using AI in ideation and generating campaign and brand concepts. How to challenge assumptions and open up new thinking using AI tools
- Exercise: Generating creative campaign ideas using synthetic persona insights and drawing from classic advertising models
- AI in image and video generation
- Exercise: delegates use AI tools to generate an example image using a prompt guide and example scenario
Part Four: Performance analysis and AI in Customer Experience
- Performance, Optimization, and Measurement: a ten-step process for analysing performance data with GPTs
- Avoiding analysis bias, making better decisions
- Exercise: ‘John Carter Racing’ – a short, interactive scenario-based exercise highlighting quality data-driven decision-making under uncertainty
- CX and Personalization: Customer-back approaches, and putting customer-needs at the heart of AI application in CX
- Exercise: delegates work on a scenario to bring-to-life that value of working back from customer needs
Part Five: Culture and ways of working to optimize AI application
- The role of data-driven culture and behaviours in enabling teams to capitalize on the real benefits of AI application.
- Creating the right environment in the team to support good data-driven decision-making.
- Reflection: Delegates reflect on key take outs from the workshop and what they want to differently.
Timings and location
This course will run in-person at the IPA, 44 Belgrave Square, London, SW1X 8QS, 9.30pm-5.30pm
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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