Compact Course

Generative AI in Marketing

for Marketing Professionals

Next course: 16.10.2023

From basics to application: With this course, you’ll understand the technology and learn to use AI to create great texts and compelling images.


  • Understanding (generative) AI: How does it work?
  • Application areas and examples of (generative) AI
  • Overview of (generative) AI strategies, between Make or Buy
  • Legal issues in the development and use of AI
    systems and providers of generative AI and tools
  • Prompt engineering I: How do I write effective prompts for text creation? (Focus: ChatGPT)
  • Prompt engineering II: How do I write effective prompts for image creation? (Focus: Stable Diffusion)
  • Practical applications and workflows
  • Development of individual prompts
  • Integration of tools into workflows
  • Concrete legal framework of the individual tools and tips

Further Information:
The compact course is led by experts from DFKI (German Research Center for Artificial Intelligence) and marketeers. In addition, a moderator guides you through the course. Upon participation, you will receive the certificate “Generative AI in Marketing”.

Key Information:

Audience:Marketing professionals from all backgrounds
(e.g. marketing departments, agencies, freelancers)
Duration:Compact course
(1,5 days)
Price:€ 1.790,-
excl. VAT


Experts for this course:



Dr. Philipp Schlenkhoff

Dr. Sven

The next dates:


16.10. & 17.10.2023


3 Plätze verfügbar


06.11. & 07.11.2023


3 Plätze verfügbar


22.02. & 23.02.2024


3 Plätze verfügbar


24.04. & 25.04.2024


3 Plätze verfügbar


19.06. & 20.06.2024


3 Plätze verfügbar


19.09. & 20.09.2024


3 Plätze verfügbar

Mastering the
AI transformation


Start Day 1DurationTopic
13:150:30AI Basics
13:450:15AI: Fields of Application & Examples


14:151:00Introduction “Generative AI”


15:301:00Generative AI: Strategy, Use Cases & Examples


16:450:30Legal Topics for the Development & Use of AI
17:150:30Discussion &  Summary

End Day 1


Start Day 2DurationTopic
09:450:30Overview of generative AI systems & tools for text creation
10:151:00Prompt-Engineering I: How to write effective prompts for text creation?


11:301:30Exercise, workflows, licences & costs


14:000:30Overview of generative AI systems and tools for image creation
14:301:00Prompt-Engineering II: How to write effective prompts for image creation?


15:451:00Exercise,  workflows, licences & costs


17:000:45Exercise, workflows, licences & costs

End Day 2


“Generative AI in Marketing” is an compact course that introduces marketing professionals to the dynamic world of generative artificial intelligence (AI). The focus is on developing a sound understanding of how text and image generation with AI work and the potential they offer for state-of-the-art marketing.

Through real-world examples, you will learn to recognize the immense possibilities of generative AI and how to integrate it into your marketing strategies. In a small part of the course, we cover the tension between building AI systems yourself (“Make”) and buying external solutions (“Buy”). This will give you a clear overview of the different approaches and how to make the right choice for your business or projects.

A central component of the course is prompt engineering. Here, in two specialized modules, you will learn how to create effective prompts for both text and image creation. This knowledge will enable you to use AI tools in a targeted and efficient way to achieve your marketing goals.

To ensure that you can integrate AI into your everyday work not only strategically but also operationally, practical workflows and the integration of tools into existing workflows will be addressed. You will also get a comprehensive overview of current systems and vendors in the generative AI space.

Since the legal framework is of central importance when dealing with AI, this topic will be given special emphasis in the course. You will learn about general legal issues as well as specific frameworks for individual tools and tips.

The benefit? As a participant, you will not only gain theoretical knowledge, but also practical skills and tools to integrate generative AI into your marketing activities. This will enable you to develop and implement more effective and innovative marketing strategies, giving you a clear competitive advantage in today’s dynamic marketing landscape.

About the experts:

Vroni shows you how to use AI in marketing for text creation. She has more than ten years of experience in the field of communication and marketing in different roles: As head of a communication department of a medium-sized consultancy, founder of an e-commerce company and as a freelancer in the field of communication consulting. With this background, she can quickly understand your situation and your use cases for AI and find the best solutions together with you.

She herself had to get used to the new reality of hybrid writing. You may feel the same way. Good self-written stories, crisp headlines and texts that sell have been her profession and passion for more than a decade. In 2020, she stumbled across a small report on GPT-2 and realized her job is about to fundamentally change. She then decided to switch to university and is now researching in her doctoral thesis how generative AI can be used in a target-oriented way.

Georg Neumann is an expert in the use of artificial intelligence (AI) in design and marketing. He does not see this disruptive new technology as a threat to the industry, but as a useful tool and source of ideas. He has acquired the knowledge for this in intensive self-study and put it to the test in everyday agency work.

During his studies at the University of Pilsen in the Czech Republic, he already learned the efficient use of graphics and typography, and integrated them into his everyday work. In the meantime, he has gained over ten years of industry experience in marketing and design and, together with his business partner, runs a small, successful design and brand agency. AI is a daily companion in the agency’s day-to-day work and is used in various workflows.

He is currently training other agencies, marketeers and creatives in the effective use of AI in marketing.

Dr. Philipp Schlenkhoff LL.M. corp. restruc. is not only an expert in corporate strategy, but combines this with technological and legal acumen. As a leader, he is known for his expertise in linking technology, distribution and corporate law, developing strategies that cover both the areas of innovation and legal compliance. His LL.M. in Corporate Restructuring highlights his mastery of the intricacies of corporate transformations, mergers, acquisitions and the legal nuances of corporate change. This unique combination of technological foresight and legal insight enables him to navigate the complexities of the corporate landscape with unmatched precision. In his role at GIANCE Technologies, a renowned Deep Tech AI/NLP spin-off of the German Research Center for AI (DFKI), Philipp’s versatile skills come into their own. He bridges the gap between cutting-edge research projects and their entrepreneurial implementation, ensuring legal compliance at every step. The establishment of the transformative business model and the successful transition into UNICEPTA Corporate Intelligence GmbH were milestones that benefited greatly from his expertise in sales, strategy and artificial intelligence.
Dr. Sven Schmeier, Chief Engineer and Deputy Head of the Language Technology Lab at DFKI, has an illustrious career marked by innovation and leadership in AI and machine learning. With key roles in start-ups like XtraMind, semgine, and Yocoy, Sven has been instrumental in pioneering technologies and translating them into commercial success.His academic journey commenced at the University of Saarland, majoring in Physics and Computer Science. His master’s thesis, revolving around a multi-agent system for scheduling, laid a solid foundation for his career. Furthermore, his Ph.D. in Computational Linguistics, focused on exploratory searches on mobile devices, underscores his depth in research. Having spent substantial years at DFKI, Sven has been instrumental in more than 20 international projects. His guest lectures at various institutions, such as DHBW Heilbronn and TU Berlin, reflect his dedication to share knowledge and inspire future AI aficionados. With a patent to his name, myriad successful research stints, and an innate understanding of the innovation cycle, Sven epitomizes the blend of theory and practice in AI. In essence, Dr. Sven Schmeier’s career paints a vivid portrait of scholarly depth, entrepreneurial spirit, and an unwavering commitment to advancing the AI frontier.
Conrad Schlenkhoff’s trajectory in the digital landscape intertwines a strategic mindset with a deep commitment to practical execution, notably in leadership and change management roles. As the COO of an intelligent mobility software start-up, he gained firsthand experience in bridging visionary ideas with tangible, AI-enhanced applications. His previous roles at Oetker Digital and Hubert Burda Media equipped him with a multifaceted perspective, balancing operational rigors with the ever-evolving challenges of technological innovation and organizational transformation. On the academic front, Conrad has consistently sought depth and breadth. He earned an Honours Degree in Technology Management from the Center for Digital Technology and Management (CDTM) and pursued a Master’s in Business Administration from LMU Munich. Additionally, he enriched his academic insights with selected MBA courses and a research stay at Columbia Business School. Above all, Conrad is a bridge between strategy and execution, with a deep understanding of AI’s evolving role in the digital era. His diverse experiences make him an excellent communicator, able to moderate and guide discussions with insight and nuance.

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