Introduction to the world of generative AI in marketing
- What is generative artificial intelligence and how does it work
- How AI changes communication, content and customer experience
- Overview of the most used tools: ChatGPT, Copilot, DALL·E, HeyGen
Objective: participants will understand the basic principles and
possibilities of using AI
Text AI: advertising texts, posts, emails
- Working with ChatGPT and Microsoft Copilot in practice
- How to write effective prompts for marketing
- Creating advertising texts, social media posts, newsletters
- Localization, transcription, adapting style and tone to the target group
Practical part: participants will create an advertising campaign and
an email in two variants
Graphics using AI: banners, logos, images, visuals
- Creating images using DALL·E, Ideogram, Canva AI
- Banners, posts, brand graphics, logo design
- Prompting for visual outputs, style tuning
Practical part:creating a banner and graphics for a real product
Video using AI: no filming, no editing
- Tools: HeyGen, Kling AI – how they work
- Videos for products, brands, education, FAQ
- Personalization, dubbing, language mutations
Practical part: participants will create a video for a product/service
from their field
AI in automation: e-mailing, CRM, advertising
- Creating content variants for different segments
- A/B testing using AI
- Copilot in Outlook, Excel and PowerPoint – examples of use
Practical part: campaign design with text and advertising version
personalization
Custom AI assistant + summary
- what is Custom GPT and how to create your own AI assistant
- Chatbots and virtual assistants: how to use them in marketing and support
- Discussion: how to incorporate all this into your team and work
Practical part: design your own AI assistant according to the needs of
the participant
Summary, tailored recommendations, space for
questions
