Agenda at a Glance

So, you're hearing all this buzz about AI in marketing, right? It feels a bit like everyone got a fancy new gadget, but the instruction manual seems to be missing, or maybe it's written in a language you don't quite speak yet. If you're wondering how to actually make AI do useful things for your marketing – things that go beyond just spitting out generic fluff – then you're absolutely in the right place. This workshop is all about rolling up our sleeves. We'll start by cutting through the noise of "The AI Revolution," giving you a clear, straightforward picture of what’s really changing for marketers and how you can confidently navigate these shifts without getting bogged down by the hype.

Then, we get to the real meat and potatoes: prompt engineering. Think of it as learning the 'magic words' – or rather, the smart, practical ways – to ask AI for exactly what you need, when you need it. In "Prompt Engineering 101," we’ll cover the essentials, the fundamental dos and don'ts that make all the difference. With "Prompt Engineering 102," we’ll dig a bit deeper, exploring how to craft prompts that get you truly insightful, creative, and on-brand results for your campaigns and content. Because the goal here isn't just to use AI; it's to use it well, making it a tool that genuinely makes your job easier and your marketing sharper. You'll discover how to make AI your helpful work buddy, not something that feels like another confusing task on your plate.

Key Takeaways for Marketers:

• Get a straight-to-the-point understanding of how the AI Revolution truly impacts your marketing work and what you can do about it.
• Learn the core skills of prompt engineering so you can talk to AI effectively and consistently get the results you actually want.
• Discover how to write more advanced prompts that help you generate genuinely creative ideas and higher-quality marketing content.
• Find practical ways to use AI prompts in your everyday marketing tasks to save time, spark new angles, and achieve better outcomes.
• Leave with a clear set of proven techniques and practical approaches you can use right away to make AI a valuable, human-directed part of your marketing toolkit.

Agenda and Activities

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Who’s It’s For: Marketers, Creative Strategists, Designers, and anyone involved in the creative development process. 

Workshop Goal: To equip attendees with practical skills and confidence in using AI tools to create more effective creative briefs and explore innovative creative ideas.

In today's dynamic digital world, creative stagnation is a major risk. This session will explore how Artificial Intelligence can supercharge your creative process, starting with the very foundation: the creative brief. Join us to discover how AI can help you craft more impactful briefs and unlock exciting new creative territories. 

What You'll Learn: 

• Understand the essential elements that make a creative brief truly effective.
• Identify the common challenges and pitfalls in writing strong creative briefs.
• How AI can enhance each key stage of writing a killer creative brief. 
• Practical experience using real AI tools to build your fluency and confidence.
• Strategies for leveraging AI to identify broad strategic opportunities for your brand. 
• How to simulate concept testing with AI to gain valuable audience insights early in the creative process. 

Agenda and Activities

Laying the Foundation: The Power and the Challenge of the Creative Brief (15 minutes) 

• What Makes a Strong Creative Brief? We'll explore the core components and principles that contribute to a truly effective brief – clarity, focus, inspiration, and actionable insights.
• Why is Writing Great Creative Briefs So Hard? We'll discuss the common hurdles and complexities, including dealing with ambiguity, translating business objectives into creative inspiration, and aligning diverse stakeholder perspectives. 
• Setting the Stage for AI: Understanding these fundamentals will provide a strong context for how AI can be a powerful tool to overcome these challenges. 

Part 1: Crafting Killer Creative Briefs with AI (60 minutes)

• Deconstructing the "Killer" Brief & AI's Role: We'll introduce our framework for a killer brief and how AI can be your collaborative partner in creating each element. 
• The Six Key Parts of a Killer Creative Brief: We'll walk through each essential element, demonstrating how AI tools can assist and then giving you a chance to practice:
  • Success: Defining what we aim to achieve and what success looks like with AI assistance.
  • Big Barrier: Identifying the obstacles to success with AI-powered analysis.
  • Audience: Gaining deeper insights into who we're engaging and their needs using AI.
  • Killer Truth: Uncovering profound and resonant disclosures with AI-driven data analysis.
  • Unified Idea: Brainstorming potent and guiding ideas with AI exploration.
  • Support: Identifying the evidence and permission to own our unified idea with AI insights. 

• Q&A and Sharing: Your opportunity to ask questions and share initial thoughts on using AI for brief writing. 

Part 2: Exploring Creative Territories & Concept Testing with AI (45 minutes) 

• AI for Broad Strategic Opportunity Identification: Discover how AI can help break down complex information and inspire new strategic directions and creative themes for your brand.
• Exploring Creative Territories with AI: See how AI tools can uncover unexpected connections and emerging trends to fuel innovative ideas. 
• AI for Simulated Concept Testing: Learn how to use AI to role-play as your target audience, providing valuable feedback on your initial creative concepts and helping you refine your approach. 
• Wrap-up & Key Takeaways: A summary of what you've learned and how to continue leveraging AI in your creative work. 
• Resources & Further Learning: Guidance on where to find more information and tools.
• Final Q&A. 

Let's explore the exciting possibilities of AI in shaping more effective and impactful creative work!

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Artificial intelligence has officially moved from buzzword to business driver—and marketing leaders are under pressure to turn potential into performance. In this session, senior executives from Google, Prudential, and Swanson Health share how their teams are operationalizing AI to unlock efficiency, creativity, and competitive advantage. From scaling pilot projects to redefining team roles and workflows, they’ll reveal what it takes to build a culture of innovation where humans and intelligent agents collaborate to deliver measurable impact.

Key Takeaways:

• Where top marketing teams really are on the AI adoption curve—and what’s driving acceleration
• Proven strategies to move from experimentation to enterprise-wide implementation
• How “high-performance” teams are evolving roles, skills, and collaboration models for the AI era
• Ways to balance automation and data-driven personalization with authentic, human storytelling
• Cultural shifts and change management tactics that sustain momentum and encourage experimentation

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Fear has long been the go-to emotion in messaging for industries like cybersecurity, healthcare, and insurance — especially when trust and safety are on the line. But as AI reshapes how products are built, marketed, and perceived, it's time for a different approach. 

This session challenges product marketers to rethink their positioning, messaging, and go-to-market narratives in the Age of AI — shifting from fear-based tactics to future-forward, confidence-building strategies. Through a case study on the Palo Alto Networks Precision AI campaign—built with AI—we’ll explore how companies can create demand with unprecedented speed and creativity.

Attendees will learn: 

• How product messaging can evolve from defensive to visionary in an AI-first world 
• Examples of product-led storytelling in AI across industries — both fear-based and future-looking 
• How an end-to-end AI-built campaign came to life — from concept to launch — and what it reveals about the future of creative execution

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As social media continues to evolve at breakneck speed, AI is rapidly shifting from novelty to necessity. In this panel, leading brand strategists and social media innovators will share how they’re integrating AI into every layer of their social workflows — from content creation and campaign planning to insights and community engagement. Whether you’re just beginning to experiment or looking to scale your AI use, this session will help you understand the opportunities, challenges, and practical applications shaping the future of social media.

Moderator Mike Allton, alongside social leaders from Boston Scientific, Henry Schein One, and Amazon, will discuss real-world case studies, the balance between automation and authenticity, and how AI can supercharge creativity while still keeping human connection at the core of your strategy.

Key takeaways:

• Explore the latest and emerging use cases of AI in social media — from content generation and editing to listening, insights, and campaign optimization.
• Learn how top brands are using AI tools to brainstorm, repurpose content, and plan for cultural and industry moments with agility.
• Understand the limits and risks of generative AI in social — and how to keep messaging authentic and on-brand.
• Discover how to analyze workflows to decide when automation helps — and when it’s better to stay human-led.
• Adapt to the new reality of social teams as data-driven strategists and creative technologists, not just content publishers.
• Equip yourself with practical steps to integrate AI into your daily processes and long-term social strategy.

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Searcher behavior is changing before our eyes and not just how people search, but where. And many of us are still figuring out what that really means for our business.

We've heard things like:

  "I only use ChatGPT now"

  "SEO feels outdated"

  "Where do I even start?"

If any of that sounds familiar, you're in the right place.

This session isn't built on hype or some silver bullet. It's a grounded look at how we're approaching AI visibility today, drawing from real conversations, current audits, and ongoing experimentation with tools like ChatGPT, Perplexity, and Google's AI Overviews.

You'll walk away with a clearer understanding of how AI-drive search is evolving and what you can start doing today to make sure your business is still showing up in the right places.

We'll cover:

•   How AI tools actually pull answers and brand mentions
•   Why some brands get cited and others don't
•   What "optimizing for LLMs" really means (without fluff)
•   Tactical ways to assess and improve your visibility

Whether you're already deep in AI tools or just starting to explore, this talk is designed to meet you where you are at. It's not a complex playbook or a high-level theory about the future — it's a clear, practical look at how to start showing up where people are actually searching.

Key takeaways

• What is AI Visibility/GEO/AEO and this future of AI Search
• How to manage this transition between traditional search and AI Search
• How approach investments and budgeting when it comes to AI Search
• Tactics and Strategies to getting “ranked” on AI search
• What measuring AI Visibility looks like compared to traditional Google Rankings
• How to future-proof your marketing strategy across Google, LLMs, and emerging AI channels.

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As artificial intelligence continues to reshape every facet of marketing, leaders are under growing pressure to move beyond experimentation and deliver measurable business impact. But how do you make the case for meaningful AI investment—especially when teams are skeptical, budgets are tight, or ROI feels elusive?

In this candid conversation, marketing and technology leaders from Google, Microsoft, and Brainchild, moderated by First Advantage’s Katelyn Brower, will explore what it really takes to gain buy-in for AI-driven transformation. Panelists will discuss the biggest mindset shifts they’ve seen in how executives approach AI, share examples of quick wins that built confidence, and outline strategies to connect innovation with tangible outcomes.

You’ll learn how organizations are:

• Measuring the ROI of AI initiatives and proving value to leadership
• Balancing short-term experimentation with long-term strategic investment
• Overcoming internal resistance and building cross-functional alignment
• Scaling content creation with AI while preserving authenticity and brand voice

Whether you’re just starting to explore AI tools or leading adoption across teams, this session will offer practical frameworks and success stories to help you turn curiosity into confident action.

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With the growing accessibility of generative AI, using AI for marketing has become an enticing option for marketers, creatives and SMBs, especially those who may not have the time and resource to develop their own content for their website, social posts, online promotions or print marketing. Generative AI tools have been gaining momentum as a way to stretch your creativity and transform big or small ideas into powerful imagery that matches a brand’s aesthetic vision and communicates the brand’s voice in a relevant way. 

Join Bill Bon, Senior Director of Creative Operations at Getty Images, for an engaging session about the art of AI prompting. As businesses and brands continue to experiment with AI, especially generative AI, within their creative processes, the key to crafting the perfect prompt can be harder than it looks, and it can be overwhelming knowing where to start. Discover practical tips and guidance on how to harness the power of generative AI tools to produce high-quality, impactful marketing visuals for your next campaign or project.  

Key takeaways include:  

• Developing a framework for your prompts, keeping your audience, main subject, mood and perspective in focus.  
• Leveraging AI modification features to iterate on your ideas and visuals, bringing them to the next level.  
• The do’s and don’ts of AI image generation, knowing the model’s limitations, and using techniques that are complimentary to your vision. 
• Safeguarding your brand against potential intellectual property (IP) and legal risks when leveraging generative AI tools—understanding the nature of these tools and the data they were trained on.  
• Confidently integrating AI-generated visuals alongside real-world content—ensuring there is legal protection on your outputs to generate visuals without worry. 

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AI is poised to revolutionize B2B marketing, but marketing leaders frequently struggle to understand how to effectively adopt AI. In this session we’ll explore new data that shows what leading adopters of AI have learned on their journey, and what prerequisites are needed to make AI adoption drive results. We’ll explore:

• The characteristics of the leading adopters of AI tech in B2B marketing
• What drives successful AI adoption
• A simple roadmap for prioritizing AI use cases and managing change

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As AI systems proliferate across enterprises, execution speed often overshadows governance rigor, today, only around 11 percent of organizations have mature responsible‑AI practices. This disconnect elevates risks such as biased decisions, silent failures, and opaque model behavior. This session introduces a practical framework to embed trust and accountability at every step of your marketing AI initiatives. We’ll demystify technical concepts into non-technical strategies that marketing leaders can apply immediately, like making AI decisions explainable to your team and clients, keeping a clear record of how AI content is produced, and setting up simple guardrails so AI stays on-brand and compliant.

• Fast-Response Strategies
• Measuring the Trust ROI
• Non-Technical Governance Roadmap:

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This session will explore how marketing leaders can move beyond dashboards and pilot projects to build scalable AI systems that turn fragmented data into meaningful decisions and measurable business outcomes. The keynote will offer a practical framework to audit data assets, identify high-impact AI use cases, and structure cross-functional teams all while ensuring privacy, trust, and creative excellence.

Key takeaways:

• A practical framework to transform your data into strategic AI plays
• How to identify and prioritize your most valuable (and underutilized) marketing data
• Real-world AI use-cases for creative optimization, predictive insights, and personalization

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