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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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. With real-world campaign examples (including a behind-the-scenes look at the Palo Alto Networks Precision AI launch), we’ll explore how product marketing can lead with clarity, optimism, and relevance in a noisy, AI-hyped market.

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
• Practical strategies for positioning products and launches with AI in a way that inspires, not alarms

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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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