AI IN MARKETING

Get oriented with the six-week roadmap, live lab schedule, and capstone requirements, and complete a baseline AI skills assessment before your first class.

• Course roadmap and live lab schedule
• Capstone project requirements
• Tech stack setup checklist
• Course housekeeping and communication channels
• Baseline marketing and AI skills assessment

Explore the four stages of AI maturity and reframe AI as an infrastructure shift rather than a feature add-on, mapping traditional funnels against AI-augmented customer journeys.

• Stages of organizational AI adoption
• Rise of hybrid roles like GTM engineer
• AI-augmented customer journey mapping
• AI tool and model landscape
• IP protection, data privacy, and brand safety guidelines

Shift from ad-hoc prompting to systematic execution using Chain of Density and Persona Priming, and identify the highest-impact AI use cases for your own workflow.

• Lead scoring and micro-campaigns
• Competitive intelligence use cases
• Workshop: Marketer's AI use cases
• Chain of Density and Persona Priming
• System prompts vs. structured context files

Assignment #1: Workflow Mapping & AI MVP Prototype
Map your top five weekly marketing workflows, build a functional AI-driven prototype for the highest-impact task, and compare manual vs. AI-assisted time and output quality.

Build an advanced research stack that exposes data gaps and low-confidence assumptions, then synthesize competitor intelligence into a strategic creative brief.

• Structuring research workflows
• Competitor positioning and messaging analysis
• "Ask for Uncertainty" principle
• Multi-file synthesis with NotebookLM and Claude
• Live lab: Competitor raid and creative brief

Move from manual execution to workflow orchestration with visual automation platforms and coding agents, adding human-in-the-loop checkpoints to protect brand standards.

• AI collaborator design for marketing teams
• Automating reporting and daily intelligence briefs
• Multi-step workflows with n8n
• Claude Code for custom marketing scripts
• Case study: Sierra AI, Typeform
• Live lab: Custom agent skills and automation triggers

Assignment #2: Competitor Analysis & Automation Workflow with HITL
Analyze a competitor using multi-step web searches and NotebookLM, Claude, or Gemini, then build a basic automation that auto-populates a creative brief with a mandatory human-in-the-loop review step.

Construct data-grounded AI personas that resist sycophancy and simulate real sales calls, stress-testing your messaging and positioning before you spend on ads.

• Interactive AI persona construction
• Injecting real pain points and objections into personas
• Resisting sycophancy and confirmation bias
• Simulated customer interviews and objection handling

Assignment #3: Dynamic ICP Prompt & Simulated Sales Interview
Create a dynamic ICP prompt enriched with real pain points and objections, run a simulated 10-question interview to stress-test your positioning, and generate a personalized sales pitch asset.

Automate tailored sales collateral and account-based playbooks that adapt to deal stage, and feed real-time intent signals into your CRM to trigger targeted outreach.

• Sales collateral and pitch decks at scale
• CRM intent signals and hyper-targeted outreach
• Personalizing proposals with account data
• Automated account-based playbooks

Master multimodal asset generation with brand consistency using tools like Midjourney, and learn to maintain creative control as raw content generation becomes commoditized.

• Marketing team and agency roles in AI production
• Maintaining a competitive moat against commoditization
• Style, character, and brand consistency in Midjourney
• Inpainting, outpainting, and multimodal editing
• Storyboarding video ads with Flow
• Case study: Coca-Cola

Scale video and audio production globally with voice cloning and digital avatars, localizing campaigns into dozens of languages while navigating consent and disclosure standards.

• Voice cloning and digital avatars
• Localizing video into multiple languages with HeyGen
• Personalized video outreach for account-based marketing
• Ethics, consent, and disclosure standards
• Live lab: Localized multi-language video campaign

Assignment #4: Multimodal Creative Package & Creative Director Log
Define visual style parameters to create three brand-aligned campaign images, script and edit a localized video or avatar message, and document your prompt logs and creative decisions.

Adapt organic search strategy for AI answer engines and zero-click search, structuring content around statistical density and expert quotes for generative visibility.

• Generative Engine Optimization vs. traditional SEO
• Zero-click content structuring
• Workshop: Website GEO audit

Assignment #5: GEO Audit & Optimization Plan + MCP/CRM Workflow Diagram
Audit three key pages of a brand website for GEO gaps, draft an optimization plan to improve citation likelihood in AI answer engines, and outline a conceptual MCP or CRM workflow diagram.

Integrate generative AI into enterprise CRMs like Salesforce and HubSpot, connecting LLMs to outside data through MCP servers to power 1-to-1 personalization.

• Trigger-based email and messaging workflows
• Connecting LLMs to data via MCP servers
• Structuring data for business-to-agent commerce

Navigate the brand safety risks of hallucinations and synthetic media, and weigh the token economics behind scaling enterprise AI initiatives.

• Mitigating hallucination and bias risks
• Maintaining consumer trust in automated touchpoints
• Token economics and compute budgeting
• Future of autonomous agents and spatial computing
• Case study: Klarna

Present an end-to-end AI-native marketing campaign and defend the efficiency report behind it, quantifying the time and cost savings against a traditional baseline.

• End-to-end campaign strategy presentation
• Defending the efficiency report and projected ROI
• Live lab: Top workflow and campaign presentations