AI and Marketing Performance

Marketing Professionals

Participants must bring their own laptop.
Participants must have a ChatGPT Plus, Github Copilot, Microsoft Copilot (Android or iOS), Google Gemini, or open-source model account. The use of the free version could be limiting for some practical exercises.

This training is part of the AI Generative Toolbox - ChatGPT & Co. programme. This hands-on program aims to increase the productivity of key business services (administrative support, legal, IT, marketing, finance, HR, project management, and customer support). It has been designed by passionate experts specialising in various fields, united by their expertise in Generative AI. The pool of trainers encompasses a wide range of skills, each bringing a unique perspective to maximise the impact of AI in your business.
The pedagogical scheme has been designed to provide participatory training during which participants practice and apply to their business cases.

At the end of the training, the participant will be able to:

• harness AI tools and turn them into growth drivers
• design marketing strategies that offer extreme levels of personalisation.

Part 1 - Theoretical Refresh and “Use Cases”

• Introduction to AI: understanding origins, opportunities, and risks
• AI in marketing challenges: how AI can revolutionize marketing
• Uses of AI: optimizing tasks, automating processes, having a personal assistant, becoming an augmented employee
• Tools of generative artificial intelligence and how to use them in marketing

Part 2 - Implementation of AI in work and “Case Studies”

• Discovery of tools, the art of the prompt, and revolutionary case studies
• Analysis, competitive intelligence, SWOT
• Segmentation, targeting, positioning
• Marketing mix: 4P + S
• Argumentation: SONCAS, AIDA…
• Content strategy: blog, post, email…
• Interactive discussions and briefing on exercises to be done individually (in compliance with GDPR).
• Content Creation with AI: Using ChatGPT to generate personalized prospecting text models, respecting GDPR.
• Customer Segmentation via AI: Discussion on the application of AI models to segment customer databases while respecting data privacy.
• Customer Engagement Simulation: Create simulation dialogues between a customer service representative and a customer, where AI suggests optimized responses.
• Sentiment Analysis with AI: Exercise on using AI to analyse sentiments in customer feedback and adapt communication strategies.
• Marketing Campaign Optimization with AI: Develop a discussion on using AI to test and optimize different marketing campaign strategies.
• Real-Time Personalization: Exercise on integrating AI to personalize real-time customer experiences by analysing previous interactions.

Part 3 – Reinforcement and Deepening of Acquired Skills

• Presentation of completed work
• Exercise debriefing
• Q&A session

At the end of the training, participants will receive a certificate of participation issued by the House of Training.

• 3 hours in person
• Individual work
• 2-hour virtual class

Please be aware that the versions of the AI tools used may not always be operational or accessible during training sessions. The facilitators will adapt accordingly.