AI in Marketing

This online workshop explores the role of artificial intelligence (AI) in marketing, covering key concepts, tools and ethical considerations. Participants will learn practical applications of AI such as chatbots and customer behaviour analysis and discover how to integrate AI into marketing strategies effectively.

The session includes a focus on identifying AI opportunities, starting small-scale projects and scaling AI efforts. Through case studies and creating an AI-enhanced marketing plan, attendees will gain actionable insights to leverage AI for marketing success.

Topics Covered

 

Understanding AI: Clarity & Confidence

  • How Generative AI tools work, their strength and weaknesses.
  • Key considerations for using AI in marketing.
  • Ethics and data privacy considerations when using AI for business.

 

Efficient Working in Your AI Toolkit

  • Customising your chosen program for personal output and preferences.
  • Identifying tasks and processes that can be enhanced by AI.
  • Organising your AI account for efficient working.

 

Beyond Content Creation: Popular AI Tools and Their Use Cases

  • An overview of core tools and specialist generative AI tools.
  • Leveraging multiple AI tools in the marketing processes.

 

Handling Ambiguity & Misinformation

  • Identifying and addressing misinformation, hallucinations and false citations in Generative AI outputs.
  • Prompting techniques for minimising the risk of misinformation.

 

Prompting Principles

  • Introduction to prompt engineering.
  • Learn effective ways to write prompts to generate quality output and avoid common pitfalls.

 

An AI-Powered Week in the Life of a Marketing Professional

  • An example week of marketing tasks boosted by Generative AI.

 

Book now:

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Date

Sep 11 2025

Time

09:30 - 13:00

Cost

£270.00

Labels

Intermediate

Location

Online

Organizer

PM Forum

Speakers

  • Alastair Banks
    Alastair Banks
    Co-founder, Optix Solutions

    Alastair co-founded a digital marketing agency, Optix Solutions, when he was just 19 at Exeter University. In the last 25 years that company has become one of the leading agencies in the country, employing around 25 people and working with the likes of the Met Office, Exeter University, Pearson Languages the NHS & London Business School. In 2023 they won Campaign’s best boutique agency to work for, demonstrating their commitment to creating an amazing culture in the business.
    Alastair keynotes at digital and marketing conferences across Europe. From topics as broad as ‘Digital Trends’, to more niche areas such as ‘Generative AI within Marketing’, he’s a regular on the speaking circuit.
    He also runs his own consultancy firm with his wife Lizz where he works with organisations all over the world in the area of “Personal Branding”. This involves helping individuals to harness the power of their digital platforms, both for their own benefit and that of the organisations they work for. Among many others, he’s been involved in the creation of the Met Office’s Ambassador Program and has worked with HSBC, leading a LinkedIn Masterclass session as part of a global Employability Upskilling initiative.
    He has a regular guest lecture slot at the Entrepreneurship Summer School, part of London Business School’s MBA program and has also carved a niche in the work that he does with his colleague Jeff Skinner, former Director of Entrepreneurship for LBS, within the Knowledge Exchange and Tech Transfer world. Their methodology (IMPACT) has been delivered across Europe including prestigious universities such as Cambridge.
    As if that wasn’t enough, Alastair also runs a membership community for Marketing Leaders where he keeps the group up to date with the latest trends and tools in the digital space.
    He lives in Exeter with his wife Lizz, two young children Oscar and Alexa, his dog Freddie and cat Wilbur. He’s a fanatical skier and supports West Ham as well as The Exeter Chiefs. You can find Alastair on almost every social media site and he’s always ready to lend a hand or give some advice so make sure you reach out and connect.

  • Samantha Smith
    Samantha Smith
    Senior Digital Marketing Manager & Data Lead, Optix Solutions

    Sam has worked in digital marketing for over 10 years, earning her level 6 Chartered Institute of Marketing professional diploma in Digital Strategy and several Google accreditations and data analysis qualifications along the way. Her marketing journey has seen her work across a range of sectors, from education and financial services to leisure and eCommerce. Having worked in both in-house marketing teams and marketing agencies in the past, she understands the importance of communication and collaborative working when it comes to digital marketing. Her main areas of expertise are digital strategy, data analysis, SEO, PPC, and content creation, with a focus on bringing this expertise to companies through training and consultancy.

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