Compact Course
Generative AI in Marketing
for Marketing Professionals
Next course: 16.10.2023
Content:
- 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) |
| Attendance: | 15 |
| Language: | German |
| Duration: | Compact course (1,5 days) |
| Price: | € 1.790,- excl. VAT |
Questions?
The next dates:
OCt
16.10. & 17.10.2023
Berlin
German
3 Plätze verfügbar
NOV
06.11. & 07.11.2023
Berlin
German
3 Plätze verfügbar
Feb
22.02. & 23.02.2024
Berlin
German
3 Plätze verfügbar
Apr
24.04. & 25.04.2024
Berlin
German
3 Plätze verfügbar
Jun
19.06. & 20.06.2024
Berlin
German
3 Plätze verfügbar
Sep
19.09. & 20.09.2024
Berlin
German
3 Plätze verfügbar
Mastering the
AI transformation
together
Timetable
| Start Day 1 | Duration | Topic |
|---|---|---|
| 13:00 | 0:15 | Introduction |
| 13:15 | 0:30 | AI Basics |
| 13:45 | 0:15 | AI: Fields of Application & Examples |
Break
| 14:15 | 1:00 | Introduction “Generative AI” |
Break
| 15:30 | 1:00 | Generative AI: Strategy, Use Cases & Examples |
Break
| 16:45 | 0:30 | Legal Topics for the Development & Use of AI |
| 17:15 | 0:30 | Discussion & Summary |
End Day 1
Timetable
| Start Day 2 | Duration | Topic |
|---|---|---|
| 09:30 | 0:15 | Introduction |
| 09:45 | 0:30 | Overview of generative AI systems & tools for text creation |
| 10:15 | 1:00 | Prompt-Engineering I: How to write effective prompts for text creation? |
Break
| 11:30 | 1:30 | Exercise, workflows, licences & costs |
Lunchbreak
| 14:00 | 0:30 | Overview of generative AI systems and tools for image creation |
| 14:30 | 1:00 | Prompt-Engineering II: How to write effective prompts for image creation? |
Break
| 15:45 | 1:00 | Exercise, workflows, licences & costs |
Break
| 17:00 | 0:45 | Exercise, workflows, licences & costs |
| 17:45 | 0:15 | Conclusion |
End Day 2
Details:
“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.
