During this 1 day session, participants will be guided on the following :

1. Introduction

• Quick overview of different AI types and how they are being used in Comms and Marketing

2. Fundamentals : How Generative AI works

• Exercises : Understand the fundamentals of Generative AI
• Generative AI's workings and limitations
• Key timesavers in communication and presentations
• The critical issues of ethnics, truth and fairness
• The need for clean and accurate data
• Comparing different LLMs for Comms and Marketing (ChatGPT vs Gemini vs Claude)

3. Fundamentals : Working with data

• Reducing hallucinations with data input
• Research tools : Perplexity vs Google for research
• Providing data to ChatGPT and asking it clear questions
• Extracting info, ideas and principles (extracting data from screenshots, marketing data analysis, competitor analysis, social media analysis, media monitoring)
• Organising data for the future (archiving media content for AI use)

4. Copywriting for different marketing levers

• Case studies of Gen AI use in marketing today

Exercises :

• Copywriting (avoiding generic content when prompting)
• Content frameworks for content consistency and repurposing content (press releases, media responses, speeches, website content, social posts, eDMs)
• Building your own GPTs with paid ChatGPT (demo illustration)
• Preserving brand voice / tone of voice with GPTs

5. Microsoft Copilot

• Understanding the differences between Copilot for consumers and businesses
• Demo of Copilot features in MS Office - Word, Excel, Powerpoint for marketing work

6. Content Creation Visuals

• Exercises : image prompting principles, ideation through combining and refining ideas, combining visual ideas and doing visual mock ups for better agency collaboration
• Midjourney and Adobe Firefly demos

7. Content Creation : Audio & Video

• Exploring voiceovers with voice cloning
• Royalty-free music generation
• Video generation

8. Bringing Them All Together (Group Challenge !)

• Audience Personalisation
• A/B testing of content
• Campaign launch exercise (create full marketing plan and workflow with timeline, budget, KPIs, create main press release with talking points, create social media posts with still image + voiceover + music using Google slides to combine media)
• Team presentation to audience

9. Final Q&A

Note : This is a full day hands-on practical workshop with group discussions in-between. Participants are expected to have their Google Gemini and ChatGPT 3.5 sign-in account ready before class starts.

At the end of the workshop, participants would be able to :

• explore AI's ability to brainstorm ideas, refine strategies that offer fresh perspectives, complementing human creativity
• save time and resources by mastering AI tools to generate high-quality copy, visuals and multimedia at scale
• create tailored messages that resonate with different customer preferences and behaviors, enhancing engagement and loyalty

This workshop is specifically curated for marketing and communication professionals aiming to revolutionize their strategies with recommended generative AI tools and techniques. It is ideal for those involved in crafting compelling campaigns, content creation, audience engagement, brand storytelling and analyzing market trends. Participants will be equipped with practical insights and skills to leverage generative AI in creating impactful and innovative communication strategies.