Training Course AI Marketing

Overview

Reimagine marketing for an AI world with this live, hands-on course, designed to give you the skills to lead marketing in the AI era.

This course is designed for marketing professionals who want to use AI for greater efficiency, smarter execution and bigger marketing impact. It covers intelligence engineering, AI planning and org design, generative AI for content, AI-driven activation, analytics and the rise of marketing agents. That gives you a structured, hands-on way to bring AI into your daily marketing work, in Claude and Microsoft Copilot, with ChatGPT and Gemini alongside. You will learn how to build thought partners and marketing agents, run content operations, automate decisions and personalise at scale. You will also learn to decide which work goes to agents and which stays with people, future-proofing your role as marketing becomes AI-first. Working on your own company or a fictional one built to match your industry, you will leave with a clear AI marketing plan for transforming your marketing function.

AI landscape overview
Shift from knowledge worker to AI knowledge worker, augmented intelligence
Why one-shot prompting is being displaced by planning and context curation
The mega meta prompt technique for production-grade prompts
Prompt reasoning constructs: assumption extraction, inversion, decision trees, hidden-assumption flagging, competitive blind-spot mapping
Moving from prompt engineering to intelligence engineering
Building thought partners: Custom GPTs, Claude Projects, Copilot agents
Connectors and grounding (HubSpot, Outlook, Teams)

AI logic, automation and action in campaigning
AI decisioning – the right message, at the right time, to the right person
AI enabled audience profiling
Customer journey audit and orchestration redesign
TOFU / MOFU / BOFU funnel: where AI intervenes at each stage
Advanced channel orchestration. Moving from multi-channel to omnichannel
Next best action (NBA) in campaigning
Hyper personalisation at scale
Multivariant testing and optimisation in campaigning
AI tools underpinning activation
Multi-channel to omnichannel to agentic personalisation

Learning Outcomes

Map the AI marketing landscape. Know the main models, AI chat tools and agentic marketing platforms, and where each fits in marketing.
Brief AI like an expert. Move from prompting to intelligence engineering, using context, reasoning constructs and production-grade prompts.
Build thought partners and marketing agents. Work in Claude and Microsoft Copilot, from an agent that does one job to a workflow that runs on a schedule.
Score maturity and build a roadmap. Assess your AI marketing maturity, prioritise initiatives and sequence a roadmap your CMO can back.
Design the AI marketing org. Decide which tasks go to agents and which stay with people, and design a blended team with clear sign-off.
Apply AI to analytics and insight. Use marketing intelligence, synthetic personas, incrementality and MMM to make better decisions.
Apply AI to content and discovery. Run GenAI content operations, optimise for answer engines and handle AI disclosure.
Apply AI to journeys and activation. Use CDPs, next best action, personalisation and orchestration across the funnel.
Apply AI to sales and commerce. Assess AI SDRs, sales enablement and agentic commerce across the revenue lifecycle.
Turn it into a plan. Build an AI marketing plan for your company, with every use case placed in your martech stack, ready to share.

Resources & Exercises

Your project work will involve building the AI marketing transformation plan for a fictional company (or your own). All course learning will be applied in rich detail and accompanied but a suite of tools and resources including:

AI marketing maturity calculator
AI Marketing Initiatives template
Next best action (NBA) design template
AI agent builder canvas design
Prompt Discipline Construct Reasoning
Thought Partner Planner Pack
Customer journey mapping template
AI content marketing maturity model
AEO Guide

Instructor: Carlos Doughty

Carlos Doughty is the Founder and CEO of LXA, an education and intelligence business built for marketing, sales, and technology professionals. He is also the founder of AntiCon Media, a flagship event series exploring digital transformation across AI, martech, sales, and marketing.

In his day-to-day role, Carlos leads LXA Group as CEO while remaining deeply hands-on as a course instructor, analyst, and consultant. He specialises in the intersection of marketing and technology, with particular focus on martech, AI-enabled marketing, and marketing operations. As a sought-after keynote speaker, he regularly presents at industry-leading events and has trained, advised and consulted global enterprises including 3M, Virgin, Microsoft, Coca-Cola, McKinsey, TikTok, Shell, WPP, and the Financial Times.

Before launching LXA, Carlos spent over 15 years in learning, events, consulting, and media, including as Marketing Director of a FTSE250 media company, where he led functions across learning, audience development, subscriptions, marketing services, and events. His work has taken him around the world, delivering projects and partnerships across cities such as New York, London, Singapore, Shanghai, Paris, Hong Kong, Amsterdam, and beyond.

Carlos has produced and led a number of high-impact initiatives, including:
- Global certification programs in MarTech, Sales Enablement, and Marketing Operations
- Consulting and implementation projects across CDPs, MAPs, CRMs, attribution, analytics, and the full marketing stack
- Creator of the AntiCon event series and the #MarketingBookClub
- Market research and analysis across AI and agentic marketing, data transformation, and martech

Question 1

Answer 1

Question 1

Answer 1

Question 1

Answer 1

LXA Courses

Certificate: AI Marketing Course

Next cohort starts: Monday 28th September 2026 | Unlock the future of marketing with this comprehensive AI Marketing course designed to equip you with the skills to thrive in the AI era. This course..

ENROL

Course

Workshops & Masterclasses

Select one of our open courses to run in-house, in-person or online, as a customised workshop wrapped around your team's needs or as a masterclass, one packed interactive session of the essentials of..

LEARN MORE

Course

Certificate: Next-Gen Digital Marketing Course

On-demand coming soon | Get your All Access Learning Pass to enrol and get certified.

ENROL

Course

Certificate: Data and Analytics Course

This course equips you with the knowledge to leverage data for better customer segmentation and enhanced marketing performance. Transform your approach to marketing with practical, actionable..

ENROL

Course

Certificate: Account Based Marketing (ABM) Course

Explore the evolution of ABM and its distinction from traditional marketing. Participants will develop a robust ABM framework, including marketing, selling, and experience components.

ENROL

Course

Certificate: CX & Omnichannel Excellence

Equip yourself with the core pillars to omnichannel success with real life application of CX Mapping and discover the complexity behind the customer journey. Clarify the difference between..

ENROL

Course

Certificate: Marketing Technology Course

This course covers the A-Z of auditing and developing your marketing technology strategy.

ENROL

Course

Certificate: Marketing Operations Course

This course is packed with everything from marketing ops organisation fit to campaign ops, to tech and project management - and everything in-between.

ENROL

Course

Certificate: Sales Enablement & Sales Ops Course

This course will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort, so you can drive revenue growth with confidence.

ENROL

Course