This workshop helps marketers move from using AI tools to thinking with them. 

You’ll explore how AI can uncover simple patterns in data, tell the story behind them, and suggest meaningful next steps. Through guided demos and hands-on exercises, you’ll see how to turn everyday data into stories that make marketing more personal, timely, and relevant. AI drives the insight. You shape the human response.

Course structure
Module 1 – Framing Hyper-Personalisation
Explore what hyper-personalisation means and how AI makes it possible. You’ll see examples of brands using AI to create experiences that feel personal, relevant, and human.

You will:

• Understand the big picture of AI-driven personalisation
• Recognise how it improves customer experience
• Start imagining how AI insights could enhance your own marketing
  

Module 2 – Using AI to Find Insight
Work with a simple, relatable dataset to see how AI surfaces meaningful patterns. You’ll experiment with prompts that help AI explain what’s happening in the data and why it matters.

You will:

• Use AI to detect patterns in a small dataset (e.g., timing, location trends…)
• Translate AI findings into clear, human-readable stories
• Discuss how AI, insights and empathy work together in good marketing

Module 3 – From Insight to Action
Watch how an AI-powered flow connects data, analysis, and response. You’ll see a live demo where AI identifies a pattern, like an after-school rush near a local school, and automatically generates a short narrative and next-step suggestion.

You will:

• Observe how AI turns data into action through an automated workflow
• Explore examples of AI-generated insights that feel timely and relevant
• Sketch your own version of this flow using the same story context

Module 4 – Extending the Insight
Bring everything together and explore how AI can help shape the story of what to do next. Starting from the insights discovered earlier, you’ll use AI to extend or enrich the story and consider small, practical next steps.

You will:

• Revisit AI-generated insights and expand their meaning
• Use AI to suggest possible next actions and test ideas
• Shape one small, testable idea to apply in your own work
  
  

Online Course structure
A live session will be held once each week over 4 weeks. The facilitator will present that week's topic live online with other participants. There will also be activities and resources to support your learning.