AI for Marketers masterclass

What AI changes in marketing work, the marketing risks it brings with it, and what you must never paste into a tool.

1. What AI changes in marketing work · 12 minThe learner can say which parts of their marketing work AI makes faster and which parts still depend on their own judgement.
2. Invented claims, voice drift and copyright · 13 minThe learner can name the three marketing risks AI adds and the habit that controls each one.
3. What you must never paste into an AI tool · 12 minThe learner can sort marketing material into what is safe to share with an AI tool, what needs cleaning first and what must never be pasted.

The everyday marketing jobs done well with AI: audience research, briefs, copy and variants, content planning, SEO, reporting and competitive analysis.

1. Research an audience from reviews, surveys and tickets · 15 minThe learner can use an AI assistant to turn reviews, survey answers and support tickets into audience insights that are traceable back to real customer words.
2. Write a campaign brief AI can work from · 13 minThe learner can write a campaign brief that gives an assistant the audience, proof, goal, voice and limits it needs, and that a colleague could also act on.
3. Draft copy in the brand voice, with variants for testing · 14 minThe learner can get an assistant to produce on-brand copy and a set of variants that differ on purpose, ready for a fair test.
4. Plan and repurpose content across channels · 13 minThe learner can build a content plan from one core piece and use AI to repurpose it across channels without losing accuracy or voice.
5. SEO for search engines and for AI answers · 16 minThe learner can use AI to research keywords and write content briefs, and can explain what makes a page useful to both search engines and AI answer tools.
6. Analyse campaign results and write the report · 14 minThe learner can use an assistant to analyse a campaign export and draft a report whose numbers are checked and whose conclusions do not overreach.
7. Competitive analysis from public sources · 14 minThe learner can run a competitive analysis with AI using only public sources, with every finding dated and linked, and without treating instructions inside web pages as commands.

The main types of AI tool a marketer meets, what each does well, where each falls short, and how to think about cost. Never paid placement.

1. Writing assistants and general chat tools · 12 minThe learner can choose between a general chat assistant and a specialised writing tool for a task, and knows the limits of both.
2. Image and video generators · 12 minThe learner can decide when an image or video generator is appropriate for marketing work and what checks the output needs before use.
3. SEO, research and analytics assistants · 12 minThe learner can tell the difference between an AI tool that is connected to real data and one that is only generating plausible text, and use each accordingly.
4. Ad-platform AI, and what tools really cost · 14 minThe learner can explain what ad-platform automation and generated ad assets do, where a marketer must stay in control, and how to estimate the running cost of AI tools from live prices.

A brand-voice guide AI can follow, claim checking before publishing, testing variants properly, prompt templates for the team, and checking output at volume.

1. Write a brand-voice guide AI can follow · 16 minThe learner can write a brand-voice guide made of rules, examples and banned patterns that an assistant can apply consistently.
2. Claim checking before publishing · 15 minThe learner can run a structured claim check on any AI-drafted copy, classify each claim and decide whether to keep, qualify or remove it.
3. Test variants properly · 15 minThe learner can design a fair test of AI-generated variants, decide in advance what will count as a result, and avoid reading noise as a win.
4. Prompt templates for the team · 14 minThe learner can turn a prompt that works into a reusable template with clear slots, built-in checks and instructions a colleague can follow.
5. Check AI output at volume · 15 minThe learner can design a checking process for large batches of AI-generated content that combines automatic rule checks, sampling and full review where risk is high.

The team systems that keep AI-assisted marketing consistent: a prompt library, an approval flow, a disclosure policy and one weekly automation.

1. Set up a team prompt library · 14 minThe learner can set up a shared prompt library with an owner, a standard entry format and a way to retire prompts that no longer work.
2. An approval flow for AI-written content · 14 minThe learner can design an approval flow that matches the level of review to the risk of the content, with named roles and a record of who approved what.
3. A policy on disclosing AI use · 13 minThe learner can draft a short, practical policy on when and how their team discloses AI use in marketing content.
4. An automation for one weekly report · 15 minThe learner can design a simple automation that pulls campaign data, has AI draft a weekly summary and sends it for human review before anyone else sees it.

Marketing copy with invented statistics, unsupported best claims and wrong product details. Find them, fix them and explain each fix.

1. How claims hide in marketing copy · 11 minThe learner can recognise the common forms an unsupported claim takes in AI-drafted marketing copy before starting the lab rounds.
2. Lab round: the launch email · 15 minThe learner can find and fix the invented statistics, unsupported superlatives and vague endorsements in an AI-drafted launch email, using only a fact sheet.
3. Lab round: the product page and ads · 16 minThe learner can find wrong product details and implied results across a product page and its ad variants, and explain each fix to a colleague who wrote the copy.

A full campaign for your own product or a real product you can describe from public sources: research, brief, copy variants, a claim check and a measurement plan, reviewed against a published rubric.

1. Capstone part one: research and brief · 20 minThe learner can produce the research sheet and campaign brief for a full campaign, with every insight tied to customer words and every fact numbered and sourced.
2. Capstone part two: copy variants and claim check · 20 minThe learner can produce on-brand copy variants for at least two channels that test distinct angles, and a full claim check that leaves only supported claims.
3. Capstone part three: measurement plan and the rubric · 18 minThe learner can write a measurement plan with a primary metric, decision rules and reporting set before launch, and can assess the whole capstone against the published rubric.

A 20-question exam on the whole masterclass, and the four things that earn the certificate, Certified: AI for Marketing.

1. The exam and your certificate · 8 minThe learner can describe how the final exam works, what it covers and what they need to earn the certificate.