This course contains the use of artificial intelligence.

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Marketing teams are being asked to produce more creative, across more channels, for more segments — with the same headcount. This course shows you how generative AI closes that gap, without surrendering brand control.

You will not get a tour of tools. You will finish holding six working artefacts, built against a single company so that every piece connects to the next.

What makes this course different

Most AI marketing courses teach you which buttons to press in this quarter's popular tool. Tools change every few months; the capability underneath them doesn't. This course teaches the capability — how to constrain generation so it produces your brand's work rather than the category average — and it names specific tools only where that genuinely helps.

Every technique is applied to Lumora, a direct-to-consumer skincare brand with 210 staff, a 14-person creative team, nine channels and a real problem: creative demand rose fivefold while headcount grew by two. You will watch one team solve one set of problems, which makes the reasoning and the trade-offs far easier to follow than disconnected examples ever are.

The four capability areas

Content creation — copy for every surface you own, generated against named strategies rather than raw volume, with a six-pass review that keeps quality steady as output climbs

Visual design — on-brand imagery and motion, an honest account of where generation still fails, and the generate/composite/shoot rule that keeps your product accurate

Community engagement — automated sentiment analysis that turns thousands of scattered comments into a handful of named, countable themes, plus the weekly loop that turns those themes into creative briefs

Real-time personalization — tailored experiences across the customer journey, assembled from pre-approved components so nothing unreviewed ever reaches a customer

Then we wire all four into a single always-on engine, make it defensible with brand-safety controls, rights guidance, a disclosure position and honest measurement, and finish with a capstone campaign that runs end to end.

What you'll build

1. A brand voice system that keeps AI output on-brand at scale

2. A full campaign copy set with a review process that survives volume

3. An on-brand visual set adapted across nine channel placements

4. A listening pipeline that reads community mood daily

5. A real-time personalization blueprint with a fallback that actually works

6. A one-page AI creative policy your team will read and follow

Who this is for

Marketers, content and social managers, designers, community managers and marketing leads at consumer brands and agencies. No coding, no design software and no prior AI experience required. Every assignment is designed to work on a free tool tier, so you can build your artefacts as you go rather than waiting for a budget approval.

Honest expectations

Human judgement stays in every workflow in this course. Nothing here is about removing people from creative work — the characteristic failure modes of these tools are exactly the kind a person catches in seconds and a model never will. What changes is that your time moves from producing assets to setting direction and deciding, which is a better job, but only if you deliberately redesign the work. That redesign is what this course is actually about.