Course. AI Ready for Marketers

An 8-week, marketing-first program designed to help modern marketing teams move from AI experimentation to confident, governed execution — using real tools, real workflows and real campaigns. 

Real Tools. Real Strategy. Real-World AI.

AI Ready for Marketers is an 8-week online program built to give you the confidence and practical skills to harness AI across the entire marketing cycle. You’ll learn directly from senior marketers, AI pioneers, and technology experts while building your own AI-enabled campaign.

What Makes This Course Different

• Marketing-first design: purpose-built for marketers, not technologists.
• Inside stories from leading brands: hear directly from senior marketers as they share how AI is transforming their campaigns, teams, and results.
• Live tool demos so you can see AI in action and understand how to apply it.
• Practical portfolio: graduate with a complete AI-enabled campaign ready to roll out in your own organisation.
• Badge of recognition: earn your AI Ready Marketer credential to showcase your capability.

The course includes:

• 8 weekly on-demand modules. Self-paced lessons covering the full marketing lifecycle through the lens of AI.
• Weekly live “The Wrap” sessions. Live Q&A and discussions with AI in marketing experts, industry SMEs and guest practitioners.
• Cohort community. Connect with other marketers, share ideas, ask questions and learn together.
• Access to video insights. Weekly exclusive interviews with CMOs, SMEs and technology leaders to deepen understanding and bring concepts to life.
• Certification. Receive an ACAM “AI Ready for Marketers” certificate upon completion.

Key Details

• Start date: 6 April
• Format: 8 weeks online | 3 hours per week | Mix of pre-recorded and weekly live Q&A sessions
• ACAM “AI Ready Marketer” Certificate

Who should attend 

This course is perfect for mid-to-senior marketers across enterprises, agencies, and SMEs who want to stay ahead of the curve. Whether you enrol as an individual or bring your whole team, you’ll gain the skills to confidently lead AI adoption in your organisation.

What You’ll Learn

• How to apply AI to every stage of marketing: from strategy and insights, to creative, media, CX, measurement, and workflow.
• Hands-on experience with leading AI tools, shown in action. Not just theory.
• Real-world lessons from marketing leaders
• How to embed ethics, data, and governance into AI-powered marketing.

Course content

Module 1: Introduction to AI

• 101 AI in marketing
• Data and AI – What every marketer needs to know
• Law, ethics and compliance – Ensuring responsible use of AI
• Measuring the impact of AI investments
• SME interview – Dr Suresh Sood, UTS – Five cool AI tricks
• SME interview – Luise Cummins ACAM – Prompt like a Pro
• SME interview – Andrea Roberts, Aviana – Custom GPTs
• SME interview – Kieran Hagan, IBM – The importance of data readiness

Module 2: Insights, strategy and brand

• The AI revolution – insights, strategy and brand part 1: Market research
• The AI revolution – insights, strategy and brand part 2: Personas and segmentation
• The AI revolution – insights, strategy and brand part 3: Brand tracking
• SME interview – Naomi O’Connor Woolworths – AI driven insights
• SME interview – Celia Harding, LEOPRD – Brand visibility in the age of AI
• SME interview – Libby Hodgson – ROI with Purpose: UNICEF’s Lessons in segmentation, ethics and impact
• Tech Insider – Ideally
• Tech insider – Evidenza
• Industry viewpoint - Ipsos
• Case Study – Zaras use of AI in customer segmentation

Module 3: Content and Creative

• Core: AI for content and creative
• Core: SME interview: Suresh Sood, UTS – AI in action: image, video, audio creation
• Core: Tech insider: Adobe
• SME interview: Miki Luong, IBM – How IBM scaled creativity with AI
• Tech insider: Jasper.ai
• Case study: How Unilever used AI to make soap go viral

Module 4: Search and Discoverability

• Core: AI implications: Search and discoverability
• Core: SME interview: Celia Harding, Leoprd – Building trust, authority and visibility in the AI era
• Core SME interview: Lexie Alker, Thomson Reuters – From search to summaries
• Tech Insider: Adobe

Module 5: Media and Channel optimisation

• Superpower 1: Signals for insight
• Superpower 2: Predictive planning
• Superpower 3: Personalisation
• Superpower 4: Optimisation
• Superpower 5: Feedback
• Risks, safeguards and what’s next
• SME interview: Gemma Dawkins, PHD & Alex Pacey, OMG – AI in media planning and buying
• Tech Insider: Wondaris
• Case study: Nespresso – dynamic creative optimisation at scale

Module 6: Customer Experience and Personalisation

• Part 1: Awareness
• Part 2: Consideration
• Part 3: Purchase
• Part 4: Onboarding
• Part 5: Use and support
• Part 6: Loyalty and advocacy
• SME Interview: Anthony O’Byrne, Kayo Sports & Binge – Beyond Broadcast: How Foxtel personalised experiences with AI
• SME Interview: Kate Limbach Clarke, Quantium – Personalisation that scales: Turning predictive insights into customer value
• SME Interview: Kirsten Hasler, IKEA – Insights to action: Personalising the IKEA journey with AI
• Case study: Woolworths AI driven personalisation in the everyday rewards program

Module 7: Measurement and ROI

• Measuring marketing with AI
• SME interview: Lexie Walker, Thomson Reuters – Using AI to prove marketing ROI
• Tech insider: Meltwater
• Tech Insider: Xpon
• Tech Insider: Salesforce
• Case Study: THE ICONIC – How real time campaign effectiveness tracing improved ROI

Module 8: Operations and workflows

• AI impact on marketing operations and workflows
• SME interview: Aaron Michie, Foxtel – Transforming marketing operations with AI
• SME interview: Bree McAusland, Procore – Using AI to streamline operations
• Tech Insider: Aether
• Tech Insider: Adobe – AI for campaign management
• Bonus Module – AI agents
• AI agents for marketers – from tasks to autonomous actions
• Tech Insider: Salesforce AI agents
• SME interview: Dave King, Move37 – AI agents Part 1
• SME interview: Dave King, Move37 – AI agents Part 2
• Resources

About the presenters

Dr Chris L. Brown
Customer-Centric Leadership + Culture + Strategy & AI Keynote Speaker

Tim Lillyman
Advancing marketing effectiveness with AI and Automation

*This course qualifies for 100 CPD points under the AMI’s Certified Practicing Marketer program.