Training Course AI Marketing

Learning Outcomes

Understand the AI Marketing Landscape – Identify key AI models, their capabilities, and their role in marketing transformation.

Master AI Prompting & Logic in Marketing – Develop effective AI prompts and briefing techniques to optimize AI-generated outputs.

Learn to evaluate AI marketing maturity and develop a strategic roadmap using the LXA 5s framework and transformation pillars.

Apply AI in Content – Leverage generative AI for scalable content creation, AEO, and automated workflows.

Enhance Marketing Activation with AI – Use AI for audience segmentation, next best action (NBA), personalization, campaign orchestration, and testing.

Leverage AI for Data & Insights – Utilize AI for real-time and predictive analytics, market monitoring, and performance optimization.

Implement AI-Driven Decisioning – Automate marketing actions with AI-powered decision-making for improved targeting and engagement.

Uncover how to assess how AI and agentic systems are reshaping selling and commerce across the revenue lifecycle.

Transform Marketing Teams with AI Agents – Understand AI agents, digital employees, and how to integrate them into marketing workflows.

Select & Implement AI Tools – Evaluate and integrate AI tools across content, activation, analytics, and agent-based marketing.

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

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Edtech – supported with managed services

Learning Delivery Formats

Open Courses

More

Learning Insights

Marketing Insights

Events

More

Open Courses

More

Edtech – supported with managed services

Learning Delivery Formats

Learning Insights

Marketing Insights

Events

More

Become an AI-powered marketer

Overview

Module 1: Essentials of AI Marketing AI Landscape, Marketing Prompting and Logic, AI Framework

Module 2: AI Marketing Strategic Planning

Maturity Assessment, Transformation Pillars, Initiative Prioritisation

Module 3: GenAI and AI Content Operations

Creative, Content Ops, AEO

Module 4: AI Activation​Segmentation, Orchestration, Personalisation, Testing

Module 5: AI Marketing Analytics and Insight​Customers, Competitors, Channels

Module 6: AI in Selling and Commerce​Revenue enablement, Agentic commerce

Module 7: The Marketing AI Agent Revolution​Agentic AI, Agent Builder, Digital Employees

Learning Outcomes

Resources & Exercises

Learning Design

Instructor: Carlos Doughty

Frequently Asked Questions

Download the course brochure

Who we've trained

All Access Learning Pass

What's Included?

Who should enrol?

Generalist

Leaders

Technical

Why LXA?

Learning that Lands

Enablement Centred

Building Marketing Excellence

Fast, Fresh Content

Uniquely Informed

LXA Courses

LXA

Module 1: Essentials of AI Marketing
AI Landscape, Marketing Prompting and Logic, AI Framework

Module 4: AI Activation
Segmentation, Orchestration, Personalisation, Testing

Module 5: AI Marketing Analytics and Insight
Customers, Competitors, Channels

Module 6: AI in Selling and Commerce
Revenue enablement, Agentic commerce

Module 7: The Marketing AI Agent Revolution
Agentic AI, Agent Builder, Digital Employees