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Use AI to transform marketing and communication
Generative AI can enrich communication when editorial direction remains clear. Prepare ideas and content suited to your audiences, then assess relevance before publication. Develop practices that support creativity without diluting brand identity.
- Duration
- 3 days 21 hours
- Code
- IA042FR Code
Presentation
Artificial intelligence is redefining performance standards in marketing and communication. Business leaders need to master these technologies to increase impact while preserving brand identity. This intensive 3-day programme gives marketing managers operational tools for this transformation.
The programme combines strategic thinking with technical practice. First, you will identify generative and predictive AI opportunities to strengthen positioning. You will then produce content through prompting with ChatGPT, Jasper, Midjourney and Canva AI. Workshops enable you to create real assets for a complete multichannel campaign.
The programme concludes with AI management and oversight. You will develop your own roadmap to prioritise use cases, establish practices and support your teams' skills development. You will have a structured action plan ready for an immediate management decision.
Objectives
By the end of this course, you will be able to:
- integrate generative and analytical AI into communication and visibility strategies;
- increase team productivity in creating text, visual and video content;
- use predictive AI to refine targeting and personalise customer experience through intelligent CRM;
- design and deploy AI-assisted multichannel marketing campaigns;
- develop an operational roadmap to lead AI adoption within your department.
Program
Day 1: vision & strategic framework for AI in marketing and communication
Module 1: understand the ecosystem to inform decisions
- The operational distinction between generative AI (creation) and analytical AI (data).
- Evaluating opportunities using a benefits, risks and feasibility matrix.
- Case study: analyse AI strategies deployed in FMCG, telecommunications and services.
Module 2: maximise performance and customer relationships
- Using predictive AI to refine segmentation and anticipate trends.
- Hyper-personalising customer journeys and automating CRM scenarios.
- Defining new AI-related key performance indicators (KPIs).
- Practical exercise: define key success metrics for an AI-enhanced campaign.
Module 3: stimulate creativity and brand identity
- Strengthening the brand platform with generative assistants.
- Accelerating ideation: naming, storytelling and advertising concepts.
- Defining innovative, consistent visual territories.
- Practical exercise: reposition an existing product or design a different brand concept.
Day 2: content generation for social networks and influence
Module 4: scale written content production
- Advanced prompting techniques to ensure writing quality.
- Assisted writing of newsletters, press releases, articles and scripts.
- Practical exercise: produce all written content for a multichannel campaign (LinkedIn, email marketing, web).
Module 5: generate visual and video assets
- Creating professional images with generative tools (Midjourney, DALL·E).
- Animation and simplified video production with Runway or Pika Labs.
- Practical exercise: adapt a visual identity for three distinct target audiences.
Module 6: strengthen influence and social listening
- Automating editorial planning and hashtag generation.
- Detailed social performance analysis and weak-signal detection.
- Automated online reputation and competitor trend monitoring.
- Practical exercise: design a complete social media kit and tracking dashboard.
Day 3: operational integration & AI roadmap
Module 7: orchestrate an AI campaign from start to finish
- AI-first project methodology: from initial brief to publication.
- Collaborative production of deliverables (visuals, copy, strategy).
- Practical exercise (ongoing project): create and pitch a complete marketing campaign in pairs.
Module 8: safeguard corporate communication
- Assisted writing of official speeches and key messages.
- Rapid creation of impactful presentations (slides and summaries).
- Automating media monitoring and preparing for press questions.
- Practical exercise: generate a strategic presentation and crisis management response.
Module 9: lead deployment and AI adoption
- Prioritising AI projects by business impact and cost.
- Establishing an ethical framework and training teams.
- Practical exercise: build the department's AI roadmap and internal deployment guide.
Audience
This course is intended for communication and marketing professionals, including:
- Marketing, communication and digital managers seeking to lead transformation in their field;
- brand managers and project managers seeking to optimise campaign creation and brand image;
- community managers and content managers seeking to increase production capacity;
- agencies and consultants seeking innovative services for clients.
Prerequisites
This course requires the following prerequisite:
- Basic knowledge: a sound command of marketing and digital communication fundamentals.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
- Case study
Course highlights
- A complete toolkit: use leading tools such as ChatGPT, Midjourney, Jasper and Canva AI across text, image and video.
- Strategic deliverables: leave with your own roadmap and directly applicable deployment kits.
- Business-focused approach: content centres on real marketing leadership challenges (ROI, brand, productivity), not code.
- Ongoing project workshop: the final campaign creation project validates all acquired skills.
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.
Brand and tool names mentioned (e.g. ChatGPT, Midjourney, Canva, HubSpot) belong to their respective owners.
Their educational use does not constitute an endorsement or partnership.