This course is designed to equip employees with a clear and practical understanding of Artificial Intelligence. Participants will learn what AI is—and what it is not—how to use Generative AI safely, responsibly, and effectively, and how to minimise organisational risks associated with AI misuse. The course also focuses on applying AI tools in daily work to drive measurable productivity gains and time savings.

Marketing is evolving rapidly as customer behaviour, digital channels, and data volumes increase. Artificial Intelligence (AI) is transforming how marketing teams understand customers, create content, optimise campaigns, and measure performance. When used effectively, AI enables marketers to work faster, personalise at scale, and make data-informed decisions—without losing creativity or brand authenticity.

Advances in Generative AI and Large Language Models (LLMs) allow marketers to generate content ideas, draft copy, analyse customer feedback, optimise messaging, and support campaign planning. At the same time, AI adoption raises important questions about originality, ethics, bias, and brand trust.

This course provides a practical, marketing-focused introduction to AI. Participants will learn AI fundamentals, explore how different AI tools support marketing workflows, and gain hands-on experience applying AI to real marketing tasks. The emphasis is on strategic value, creativity, responsible use, and immediate application, without requiring technical or programming skills.