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.
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Book now:
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Speaker
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Samantha SmithSenior Digital Marketing Manager & Data Lead, Optix SolutionsSam 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.
