Generative AI & Marketing – Concrete applications for professionals

This full-day training enables you to fully understand and leverage the potential of generative AIs in your marketing activities. Through live demos, real-world case studies, and targeted exercises, you will learn to identify the most relevant use cases, craft effective prompts, and integrate these new tools into your daily workflows.

Learning Objectives :

• Understand the fundamentals of generative AI and its impact on marketing.
• Identify relevant use cases for marketing teams in their daily work.
• Get started with Prompt Engineering to interact effectively with AI tools.
• Apply AI features on real marketing scenarios.
• Be aware of limitations, risks, and best practices.

Target Audience :
Marketing, communications, product, and digital leads and specialists.

Duration :
1 day – 9:00–12:30 & 13:30–17:00

Number of Participants :
Maximum 12 participants.

Prerequisites :
A laptop with Internet access. No technical skills required.

Program :

1. Introduction to Generative AI (1h)

• Definitions & the difference between classical (predictive) AI and generative AI
• Major impacts on organizations
• Key players: OpenAI, Google, Microsoft, etc.
• Overview of general-purpose tools (ChatGPT, Copilot, Gemini…) and marketing-specific platforms

2. Marketing Use Cases (2h)

• Market landscape and competitive uses
• Text content generation: ideation, copywriting, messaging, market research, SEO content…
• Visual & audio generation: images, videos, print materials, presentations, audio
• Productivity tools: meeting summaries, email management
• Interactive, targeted demonstrations

3. Prompt Engineering (1h)

• Basic and advanced techniques accessible to all
• 9-step framework for crafting effective prompts

4. Hands-On Workshops (2h30)

• Work on your own marketing use cases: content generation, prompt design, automation
• Coaching and personalized feedback

5. Risks, Limitations & Conclusion (30 min)

• Data security & confidentiality
• Ethical and regulatory considerations
• Corporate best practices
• Discussion, debrief, next steps

Pricing :

• Open enrollment: €700 excl. VAT per participant
• In-house: on request, based on your business needs

Methods Employed :

• Theoretical inputs
• Case studies and subgroup workshops
• Concrete experience sharing

Evaluation :

• Positioning quiz at start and end of session
• Hands-on workshop with immediate feedback

Access timeframe:

Registration is possible up to 7 business days before the session.

Technical support & Complaints:

• For any technical issue (access to the training, connection to a remote session, use of digital materials, videoconference links, etc.) or any other technical incident, please contact us at: assistance@eurekia-learning.com.
• For any other complaint, you can write to us at: reclamations@eurekia-learning.com.

Note :
This one-day training offers a comprehensive and practical overview of AI in marketing. Content can be tailored to your context and experience level.