AI in Marketing: Automating Everyday Tasks and Creating Better Materials
A workshop-style course for marketing professionals who want to practically use AI for campaign planning, content creation, improving material quality, and building their own dedicated agents in ChatGPT for repetitive tasks.
This course was designed for marketers who want to use AI not as a trendy add-on, but as real support in everyday work: from the brief, research, and campaign plan, through copy and creative work, to quality assessment, brand consistency, and time savings. The program is clearly practical in nature and is based on current market trends: the growing use of generative AI in marketing, the shift from single prompts to repeatable processes and task agents, and the need for greater transparency and control over AI content in line with European requirements for labeling content generated or modified by AI. The course stands out because it does not teach "how to write prettier prompts" detached from a marketer’s work, but how to build your own work system: campaigns planned days and weeks ahead, sets of instructions for different types of materials, a quality correction process, and dedicated GPTs in ChatGPT for tasks such as content calendars, message variation, brand tone matching, preparing versions for different channels, and organizing briefs. By the end of the course, the participant has ready-to-use working assets that can be implemented immediately after the training.
What you will learn
- You will assess which marketing tasks are worth automating with AI and which should remain under full human control.
- You will prepare effective briefs and instructions that help AI create content closer to the campaign goal, target audience, and brand tone.
- You will plan marketing campaigns days and weeks ahead using AI as a strategic and editorial assistant.
- You will create better versions of marketing materials by comparing weak and strong prompts, drafts, and final messages.
- You will design your own dedicated GPTs in ChatGPT for selected marketing tasks, such as idea generation, content calendars, message versioning, and quality control.
- You will implement a process for evaluating the quality of AI content in terms of brand consistency, audience value, error risk, and communication alignment.
- You will apply AI to work on emails, posts, landing pages, ads, sales materials, and creative idea analysis.
- You will recognize the legal, reputational, and operational risks associated with using AI in marketing, including the need for transparency in content generated or modified by AI.
- You will build a simple, repeatable marketing workflow that shortens material preparation time without reducing quality.
- You will prepare a plan for implementing AI in your own team or role, including priorities, rules, and success metrics.
Prerequisites
Basic experience in marketing work, familiarity with content creation or campaign management, and readiness to work in a workshop format using your own examples. An account in an AI conversational tool and access to brand materials for practicing briefs, messages, and publication calendars will be useful.
Course syllabus
- How to Recognize Marketing Tasks Worth Handing Over to AI
- Marketer’s Week Map: What to Automate and What to Leave to Humans
- Quick self-audit of your work: 10 repetitive tasks to shorten today
- From chaos to process: how to organize the brief, materials, and expected outcome
- Quiz: Choosing the Best Uses of AI in Everyday Marketing Work
- Why AI Creates Mediocre Content and How to Prevent It
- Weak brief vs good brief: a comparison using a post and an email campaign
- One offer, three audience groups: how to get more precise messaging
- The same message across different channels: social media, email, landing page
- How to Improve a Draft Instead of Starting from Scratch
- Content quality checklist: specifics, credibility, brand tone, call to action
- Quiz: which instructions lead to better materials
- How to turn a campaign goal into a 7- and 30-day action plan
- Content calendar in advance: publications, themes, formats, and deadlines
- One campaign, many variants: how to prepare a series of messages without repetition
- From Idea to Schedule: a Workshop Using a Seasonal Campaign as an Example
- How to use existing materials instead of creating everything from scratch
- Quiz: Evaluating the quality of a campaign plan prepared with the help of AI
- When a regular conversation with AI is not enough and it’s worth creating your own GPT
- How to Design a Dedicated GPT for Creating a Content Calendar
- GPT for Matching Brand Tone and Organizing Messages
- GPT for planning campaigns days and weeks ahead
- GPT for turning one piece of content into many marketing formats
- How to prepare instructions, examples, and working rules for your own GPT
- The Most Common Mistakes When Creating Custom GPTs and How to Avoid Them
- Quiz: Choosing the Right GPT for a Specific Marketing Task
- How to check whether AI content sounds like a brand, not a generator
- Errors That Embarrass Communication: Facts, Promises, Simplifications
- When and How to Label Materials Created or Modified by AI
- Rules for Accepting AI Content in a Marketing Team
- Mini workshop: improving risky material into a publishable version
- Quiz: Risk Assessment and Quality of AI-Supported Marketing Materials
- How to Calculate AI Profit in Marketing: Time, Quality, Campaign Speed
- 30-Day Implementation Plan: From One Task to a Permanent Process
- How to Introduce Shared AI Work Standards in a Small Marketing Team
- Final workshop: your own AI usage package for everyday tasks
- Final quiz: implementation decisions and best practices
FAQ
For marketers, content specialists, digital, social media, e-commerce, and brand marketing professionals who want to use AI as real support in everyday work, not just for occasional text generation. The program is especially valuable for teams that want to speed up research, campaign planning, material creation, and quality control while maintaining brand consistency.
You will learn how to use AI throughout the entire marketing process: from the brief, research, and campaign plan, through copywriting and creative materials, to quality assessment, tone of voice alignment, and time savings. We place a strong emphasis on building repeatable workflows rather than working solely with individual prompts, which aligns well with current market trends related to automation and the development of task agents. In 2026, Salesforce reported that 75% of marketers were already using AI, but many still used it in a too simple and generic way, while Adobe pointed to the growing importance of AI for content production, efficiency, and marketing revenue.
Yes. The course is clearly practical and focuses on tasks that marketers perform every day. Instead of theory for theory’s sake, you get working methods, use cases, and an implementation-oriented approach: how to prepare a better brief, do research faster, create more accurate materials, and assess their quality before publication.
Because the market is shifting from experimentation to scaling. McKinsey described in 2025 that gen AI is already widely used in companies, but many organizations still do not translate it into real business impact, which increases the importance of well-designed processes. Meanwhile, Gartner predicted in January 2026 that by 2028, 60% of brands will use agentic AI for more fluid 1:1 interactions, and consumers expect transparency and trust in content created with the help of AI.
Yes. One of the course goals is to improve the quality of materials, not just the speed of work. You will learn how to use AI to refine structure, message relevance, audience fit, and brand consistency. This matters because, according to Salesforce, many marketers still run overly generic campaigns despite implementing AI, so the advantage today comes not from using the tool itself, but from the ability to create better, more useful, and more precise materials.
Yes. The course shows how to move from one-off prompts to repeatable processes, work templates, and simple automation mechanisms. This direction is consistent with current market development: Adobe and Salesforce emphasize the growing importance of agentic AI and workflows that support not only ideation, but also production, personalization, and the day-to-day efficiency of marketing teams.
- 8 hours
- Intermediate
- Certificate on completion
- Access immediately after purchase