Test AI workshop
AI for CMOs & Marketing Leaders
Leading marketing in the age of AI, agents and the AI-mediated buyer. A practical executive workshop for leaders who need to move beyond experimentation and build an AI-enabled marketing organisation.
AI has moved from experimentation to infrastructure.
For marketing leaders, the question is no longer simply “How can my team use AI?” It is “How does marketing need to change when our customers, competitors and employees are all using AI?”
Generative AI is evolving into agentic AI: systems capable of researching, reasoning, coordinating workflows and taking action. At the same time, AI assistants are influencing how B2B buyers discover, compare and evaluate brands before they ever speak to sales.
This workshop helps senior B2B marketing leaders move beyond isolated tools and productivity hacks to build a practical strategy for AI-enabled marketing transformation.
If every competitor has access to the same AI technology, where will your competitive advantage come from?
For marketing leaders who need AI to become an everyday advantage.
Built for smart-but-swamped marketers who need practical, commercially relevant ways to use AI without losing strategic judgement, creativity or brand distinctiveness.
CMOs & Heads of Marketing
Understand how AI reshapes strategy, team capability, operating models, governance and executive expectations.
Marketing Directors & Managers
Redesign workflows, improve productivity and use AI to make faster, better-informed marketing decisions.
B2B Marketers
Apply AI across complex buyer journeys, segmentation, campaign development, research and optimisation.
Brand & Content Leaders
Accelerate research and production while protecting originality, brand consistency and thought leadership.
Digital Marketers
Use AI to improve targeting, experimentation, channel optimisation, search visibility and performance analysis.
ABM & Lifecycle Leaders
Apply AI to account intelligence, buying-group mapping, personalisation, next-best-action and expansion marketing.
What we’ll cover
A senior-level programme focused on where AI is changing marketing strategy, execution and leadership.
The AI-Enabled CMO
From GenAI experimentation to AI transformation.
- Copilots, agents and autonomous workflows
- Changing executive expectations of marketing
- Productivity versus competitive advantage
- What should remain distinctly human
The AI-Mediated B2B Buyer
What happens when AI becomes part of the buying committee?
- AI-assisted B2B research and buying behaviour
- Vendor and solution evaluation through AI
- Implications for brand, demand and sales enablement
Brand Discovery in the Age of AI Search
SEO is no longer the only gateway to B2B discovery.
- SEO versus GEO and AEO
- AI visibility, citations and competitor presence
- Making expertise and proof points machine-readable
High-Impact AI Use Cases
Identify where AI can create meaningful business impact.
From Prompts to AI Workflows & Agents
Move from individual tasks to connected, repeatable marketing workflows.
- Copilots versus agents
- Human-in-the-loop versus autonomous activity
- Context engineering and organisational knowledge
- Connecting AI to CRM, analytics and automation
The AI-Enabled Marketing Operating Model
Redesign how marketing operates rather than simply buying another tool.
- People and capability
- Process and workflow redesign
- Technology and data readiness
- Build-versus-buy decisions
AI Measurement
Move from adoption and time saved to commercial impact.
- Efficiency
- Effectiveness
- Growth
- Strategic advantage
AI Governance, Trust & Brand Risk
Create practical guardrails without killing experimentation.
- Privacy, confidentiality and data
- Copyright, accuracy and bias
- Synthetic media and brand risk
- Green / Amber / Red governance framework
Protecting the Human Advantage
As AI becomes ubiquitous, technology itself becomes less differentiating.
- Creativity and original thinking
- Brand distinctiveness
- Customer empathy and strategic judgement
- Relationships, community and trust
The CMO AI Transformation Sprint
Apply the frameworks directly to your organisation.
- Assess AI marketing maturity
- Prioritise use cases
- Redesign one high-value workflow
- Build a 90-day action plan
- Create a 12-month roadmap
Leading AI Transformation
AI transformation is ultimately a leadership and change-management challenge.
- Create an AI ambition for marketing
- Build executive alignment
- Drive capability and adoption
- Communicate progress to the executive team and board
A practical AI transformation toolkit.
Not just ideas — tangible frameworks participants can take back into their organisation and use immediately.
AI Marketing Maturity Scorecard
Assess current maturity across strategy, people, process, data, technology, governance and measurement.
Use-Case Prioritisation Framework
Evaluate opportunities against business impact, feasibility and risk.
Workflow Redesign Canvas
Map the current state and redesign it around the best combination of human and AI activity.
AI Agent Opportunity Map
Identify where agentic workflows can create speed, intelligence and commercial value.
Governance & Risk Checklist
Create practical boundaries for AI use without slowing responsible innovation.
90-Day + 12-Month Roadmap
Turn workshop insights into an immediate action plan and longer-term transformation programme.
Participants leave with a clear answer to: “What should we actually do with AI next?”
Build the marketing organisation you need for the AI era.
A practical, executive-level workshop for B2B marketing leaders ready to move from AI experimentation to strategy, capability and commercial impact.