The AI paradigm shift in marketing

1. The AI paradigm shift in marketing

Hi, and welcome to the course! I'm thrilled to be your host, as we journey through the world of AI in marketing.

2. The power of AI in marketing

What if you could brainstorm 50 ad copy variations in 30 seconds? Or build a strong first draft for a distribution plan for your next campaign before your coffee gets cold? Or analyze your campaign's performance and present it to your CMO without writing one line of code? That's the power of AI in marketing, and by the end of this course, you'll know exactly how to make it happen.

3. By the end of this course

You'll learn to leverage AI to supercharge every stage of your marketing workflow, from research and planning all the way through to measurement and iteration. You'll also gain a mental model for when AI is useful for marketing workflows, and how to best communicate with AI systems.

4. What this course is

This course is practical, so instead of getting bogged down in theory, we'll be focusing on applied use-cases of AI in marketing. We'll primarily use the chat interface of Microsoft Copilot for our examples and exercises, but here's the great news: The principles of communication with AI and the marketing workflows we cover are universal.

5. What this course is

So everything you learn applies to other AI tools like ChatGPT, Gemini, Claude, or even private LLMs your organizations may use. With that said, let's get started.

6. AI and marketing: A perfect partnership

AI and marketing are truly a match made in heaven. Marketing workflows are inherently “Generative”. Content marketers can build article outlines, improve the SEO potential of blogs, and build useful first drafts for their content.

7. AI and marketing: A perfect partnership

Social Media teams can use generative AI to generate or refine social copy.

8. AI and marketing: A perfect partnership

Product marketers can ideate website tag lines or even create prototypes of landing pages to better collaborate with design. And a host of other use-cases that all types of marketing teams can leverage.

9. The marketing lifecycle

And while every team within the marketing function works on different projects, AI can be useful across the entirety of the marketing life cycle. Be that with research, planning, and ideation, where projects are scoped, campaigns are planned, and goals are set. Creation and execution, when creative assets are created. Measurement and optimization, where outcomes are tracked, and execution is refined based on the data. And finally, iteration and scaling, where marketers double down on what works and expand successful tactics for new campaigns.

10. Communicating with AI

The major skill that cuts through working with AI across these stages is how we communicate with it. This is often called prompt engineering, or just prompting, and it's becoming an essential skill for working with AI. Throughout this course, we'll anchor our prompting with these three pillars: Goals, Context, and Limitations.

11. Communicating with AI

The goal outlines what you want the AI to do. Are you writing ad copy? Generating ideas? Analyzing data? The context gives the AI background about your task. Be that your audience, product, campaign objectives, or any other information that will help it tailor its response to your specific situation. Then limitations, where you specify constraints like tone of voice, word count, format, and brand guidelines upfront so the AI knows the boundaries to work within. We'll practice this framework and see example prompts in action throughout the course.

12. Let's practice!

Now it's your turn to start your AI marketing journey! Let's begin transforming how you work.

Create Your Free Account

By continuing, you accept our Terms of Use, our Privacy Policy and that your data is stored in the USA.