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: Concepts and Capabilities

  • An overview of AI tools
  • Key considerations for using AI in marketing
  • Ethics and data privacy considerations when using AI for business


Beyond content creation: popular AI tools and their uses in marketing

  • Practical examples of AI use in marketing (chatbots, automation, analytics, customer behaviour analysis).


Identifying opportunities for AI integration in your marketing

  • Identifying tasks and processes that can be enhanced by AI integration
  • Leveraging AI for new tasks and processes


Implementing AI in marketing strategies

  • Selecting a small-scale project for initial AI integration
  • Scaling up your AI activities


Case studies on AI usage

  • A week in the life of a marketing professional in professional services
  • An AI success story (Netflix)


Creating an AI-enhanced marketing plan

  • Setting SMART goals and KPIs
  • Selecting the right AI tools and integrating them with your marketing toolkit


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Sep 12 2024


09:30 - 13:00

Local Time

  • Timezone: America/New_York
  • Date: Sep 12 2024
  • Time: 04:30 - 08:00






PM Forum


  • 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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