Using AI Strategically in Marketing

Move beyond 'ChatGPT'

Build a practical, repeatable approach to AI that improves performance, strengthens personalisation, and creates real leverage through better data, workflow design, and AI agents.

Time: 9:00am – 12:15pm

Format: In-person, interactive (includes group use-case design)

Designed for: CMOs, Heads of Marketing, Growth & Demand leaders

Who this course is for

This course is built for marketing leaders who want to adopt AI in a way that’s strategic, governable, and commercially meaningful — without drowning their teams in tools, complexity, or disconnected experiments.

You’re exploring AI

but results are inconsistent or hard to operationalise.

You want to scale personalisation and performance

but data and workflows aren’t ready.

You’re under pressure to “do something with AI”

and you want a credible, structured approach.

You need a plan that marketing can run with

and leadership can support.

What you’ll leave with

A clear view of where AI adds value in marketing (and where it doesn’t).

A practical model for moving from tools → workflows → agents.

A shortlist of high-ROI AI use cases tailored to your organisation.

A roadmap that clarifies data, CRM, workflow, and governance dependencies.

Designed to complement your AI Workshop for Leaders

Our AI Workshop for Leaders focuses on strategic orientation and organisational readiness. Using AI Strategically in Marketing is the practical operating model: how marketing teams apply AI to real workflows, what foundations are required, and how to build repeatable capability rather than one-off experiments.

This course can be attended on its own — and it also pairs perfectly with our afternoon sister course, Using AI Strategically in Sales.

Want the full picture? Attend the full day

Many leaders own responsibility for both marketing and sales, or need the two functions aligned to deliver revenue outcomes. Our courses are designed to work as a single-day experience:

Morning: Using AI Strategically in Marketing (9:00am – 12:15pm)
Afternoon: Using AI Strategically in Sales (1:00pm – 5:15pm)

If you’re building an AI-enabled revenue engine, the full day gives you the combined operating model — demand creation in the morning, revenue execution in the afternoon.

Book the full day (Marketing + Sales)

What makes this course different

This isn’t a tool demo, and it isn’t “AI hacks for marketers”. We focus on what marketing leaders need to make AI work in the real world: capability, architecture, governance, and ROI.

You’ll learn

How high-performing marketing teams are actually using AI
How to design AI-enabled workflows that scale
How to move from experimentation to a sustainable operating model
How to identify high-ROI use cases and sequence adoption sensibly

You won’t waste time on

Generic prompt lists
Tool with no implementation path
Disconnected “pilots” that don’t stick
AI ideas that fail due to missing data and CRM foundations

Course content

The session is structured to take you from context → capability → practical planning, with a strong focus on what it takes to operationalise AI through workflows and agents.

Marketing reality check in the age of AI

what’s real, what’s noise, and why most adoption stalls

How AI changes marketing work

tasks vs decisions vs judgement, and where humans stay essential

The modern AI-enabled marketing operating model

moving from campaigns to lifecycle, from manual to continuous optimisation

Agents, not tools

what agents are, where they fit, and why they’re the next step in automation

Data, CRM & the single source of truth

why AI ROI depends on clean, connected data and agreed lifecycle definitions

Use-case design & roadmapping

identify, score, and prioritise the best opportunities for your business

Human engagement & adoption

how to bring teams with you and avoid “tool chaos”

What this means for your organisation

a realistic adoption roadmap and next-step options

How Innovation Visual helps you go from learning to implementation

Many organisations don’t need more tools — they need a reliable way to build, run and improve AI-powered workflows. Our Agents as a Service offering provides a managed approach to designing and operating “digital staff” that connect to your data and systems, with governance and ongoing optimisation built in.

Agents as a Service

HubSpot

AI needs a strong operational backbone. For many organisations, HubSpot provides the single source of truth for customer data, lifecycle definitions, and workflow orchestration — enabling AI initiatives to scale safely and measurably.

Dates & locations

Choose a location and date below to book the morning marketing course (9:00am – 12:15pm) or the full day (Marketing + Sales) course.

Dates (2026)	Location	Marketing Workshop	Sales & Marketing
Wednesday 8th April	London, Mercure London Bankside	Book Morning Course	Book Full Day
Thursday 21st May	Bristol, Double Tree by Hilton	Book Morning Course	Book Full Day
Friday 29th May	London, Mercure London Bankside	Book Morning Course	Book Full Day
Friday 12th June	Reading, Double Tree by Hilton	Book Morning Course	Book Full Day
Friday 19th June	Manchester, Townhouse Hotel	Book Morning Course	Book Full Day
Wednesday 9th September	Brighton, Maldron Hotel	Book Morning Course	Book Full Day
Thursday 17th September	Birmingham, Clayton Hotel	Book Morning Course	Book Full Day
Thursday 24rd September	London, Mercure London Bankside	Book Morning Course	Book Full Day
Wednesday 11th November	Birmingham, Clayton Hotel	Book Morning Course	Book Full Day
Friday 27th November	London, Mercure London Bankside	Book Morning Course	Book Full Day
Friday 4th December	Bristol, Double Tree by Hilton	Book Morning Course	Book Full Day

View the Sales course

Practical details

If you have questions about suitability for your team or want to discuss private delivery for an in-house group, please get in touch.

Timing:

9:00am – 12:15pm

Delivery:

In-person, interactive, leadership-focused

What to bring:

A laptop is helpful (not essential). Come with 1–2 priority challenges you want AI to help solve.

Ideal attendees:

Marketing leaders and senior marketers responsible for performance, pipeline contribution, and growth

Knowledge Hub

Looking for practical insights to boost your business growth?

Our Knowledge Hub is packed with expert guides, industry analysis and actionable tips to help you navigate the complex world of actionable tips to help your digital strategy and digital transformation. Dive in to learn how to align your systems for maximum impact.