AI applications in marketing

Where does generative AI genuinely help a marketing team?

1250 € per session, excl. VAT

In short

“Understanding AI applications in marketing” is a private in-person session of half a day for marketing, communications and content professionals who are new to AI or marketing managers seeking a shared foundation for their team. Groups of up to 12 participants, in French, with exercises on your own work cases.

Why this training?

Marketing teams hear about AI everywhere but lack a clear overview: which tasks are suitable, which require close review and which must remain human tasks. This session starts with your actual marketing plan and ranks tasks by potential benefit and risk (brand, accuracy, data), so you can start with safe applications. Running case study: « Brasserie Ostrea », a fictitious craft brewery, is preparing to launch a seasonal beer. Participants test AI for market monitoring, generating ideas, writing a short text and summarising fictitious customer reviews. Transfer to the workplace: Each participant tests the highest-ranked application in their matrix for two weeks and records the time saved and the corrections needed.

Objectives of this training

  • List your team’s recurring marketing tasks and the time they take
  • Distinguish between tasks where generative AI can produce a first draft and those requiring human expertise
  • Write a structured prompt (context, target audience, format, tone) and evaluate the response
  • Identify factual errors and deviations from the brand’s tone of voice in generated content
  • Rank at least six applications in a benefit / risk matrix

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing, communications and content professionals who are new to AI
  • Marketing managers seeking a shared foundation for their team

Prior skills

  • No prior knowledge of AI required: the training starts from scratch.
  • You need to be able to use a computer, a browser and a word processor.

What you will work on

  1. Mapping marketing tasks

    Objective: Get an overview of all tasks before choosing applications. The main task categories: market monitoring, strategy, creation, distribution, analysis; time spent and the team’s pain points.

  2. What an AI assistant can do

    Objective: Understand the capabilities and limitations of generative AI for marketing. Text generation, rephrasing, summarising; hallucinations, outdated information, generic tone; basic confidentiality rules.

  3. Four applications tested on Ostrea

    Objective: Measure the quality of a first draft for real tasks. Ideas for names and taglines, a short introductory text, a summary of customer reviews, a list of market monitoring questions; context-target audience-format-tone structure.

  4. Application matrix and simple charter

    Objective: Decide where to start and which rules to follow. Benefit / risk matrix; minimum rules: no customer data, human review, internal identification of AI-assisted content.

What you take away

  • Quantified list of marketing tasks
  • Scoring grid for four pieces of generated content
  • Benefit / risk matrix of applications
  • Mini AI usage charter for the team

Method and assessment

  • Short teaching segments followed by immediate practice using the running case study.
  • Individual work followed by work in pairs, with participants reviewing each other’s outputs.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Bring a list of the content or marketing activities produced last month. Have your editorial guidelines or brand rules to hand, if they exist.

Observable criteria: Each selected application is linked to a real, quantified task; Prompts include context, target audience, format and tone; At least one error or inaccuracy is identified in each piece of generated content; The charter explicitly prohibits entering personal data without authorisation.

Frequently asked questions

Is this training for a specific tool?

No. The methods apply to the AI assistant approved by your organisation, checked with you before the session.

Will AI replace our creativity?

The session demonstrates the opposite: AI produces ideas and first drafts, but the choices, angle and brand tone of voice remain the team’s responsibility.

Can we use our own content?

Yes, for content that is already public; the main exercises use a fictitious case study so that no sensitive data is entered.

What comes after this session?

The next-level training courses explore one application in greater depth: value proposition, personas, posts or editorial calendar.

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