Course 1 in the Practical AI for Event Marketing programme

10:00-16:00
Tuesday, 14th July, 2026
China Works, Black Prince Road, Vauxhall, London

AI is changing how event marketing is planned, delivered and optimised. The real value, however, comes from using it in the right places, in the right way. This is the foundation course in a wider programme designed to build practical AI capability across an event marketing function. It works as a complete day on its own, and as the starting point for everything that follows.

By the end of the day you'll have a working campaign for an upcoming event in your pipeline: built faster, sounding like you and grounded in a habit you'll actually keep.

The skills, prompts and guardrails introduced here form the base every later module builds on, so the team develops a shared language and way of working before going deeper into specialist areas.

The emphasis throughout is on where AI saves you time, where your judgement still matters most, and how to keep brand, accuracy and ethics intact while moving faster.

10:00 - 10:20 | Welcome and Setting the Foundations 

• AI confidence sense check 

• What’s taking up most of your time at the moment  

• Setting the focus for the day: building an event campaign from start to finish  

10:20 - 11:00 | Where AI Can Fit Into Your Work 

Focus: Understanding where AI fits, and how to brief it well so it actually works. 

• How your work typically flows (planning, delivery, follow-up) 

• Where AI can genuinely save you time 

• Where your judgement still matters most 

• How to brief a model well: the input-quality principle that drives every AI output 

• Common pitfalls and how to spot them early 

• Using AI to think and analyse, not just to create content (the most overlooked use) 

11:00 - 11:15 | Break 

11:15 - 12:15 | Workshop: Plan Your Campaign with AI 

Focus: Turning your real event brief into a clear plan. 

• Using AI to shape audience groups 

• Turning rough ideas into usable personas 

• Building a simple campaign structure and timeline 

• Improving outputs by improving inputs (the principle behind everything) 

• Avoiding overly generic targeting 

12:15 - 13:00 | Workshop: Produce Content That Sounds Like You 

Focus: Using AI to draft campaign content while keeping your tone of voice intact. 

• Building content across channels: emails, social posts, landing pages, paid ads 

• Briefing AI for tone of voice and brand consistency 

• Writing prompts that keep outputs consistent across formats 

• Working faster without losing quality 

13:00 - 14:00 | Lunch 

14:00 - 15:00 | Workshop: Pressure-Test, Improve and Measure with AI 

Focus: Knowing when to trust AI output, and when to question it. 

• Why AI confidently gets things wrong, and why that won't be 'fixed' in the next release 

• Reviewing campaign performance with AI as a working partner 

• Spotting patterns in your data more quickly 

• Turning numbers into clear, usable insights 

• Understanding what's helping or holding performance back 

15:00 - 15:15 | Break 

15:15 - 15:45 | Keeping AI Output Safe, Accurate and On-Brand 

Focus: Using AI with confidence and control. 

• Why hallucination and confident wrongness are how these systems work, not bugs being fixed 

• Going deeper on data and privacy: where the line sits and why 

• Keeping content consistent with your brand and tone of voice 

• The judgement calls: when not to use AI 

15:45 - 15:55 | Making AI Part of Your Day-to-Day Work 

Focus: Turning today into a habit that sticks. In six months your tool list will look different. The habits you build today will not. 

• Where AI fits into your week, not just one-off tasks 

• Moving from one-off use to something repeatable 

• Keeping it simple and realistic 

15:55 - 16:00 | Wrap Up

For the session you will need to:

• Bring a brief for an upcoming event you'll work on during the day
• Bring your brand guidelines or tone of voice document if you have one
• Have a laptop and a paid AI subscription to either Claude or ChatGPT, if you don’t already have a subscription, setup a free trial the day before the course.
• CSV export of past campaign performance – this is optional but please bring if you have it
• Read the short pre-course note sent the week before (5 mins)

Once the foundation is in place, follow-on courses can be scoped to your team's priorities.

Typical next modules include:

Content & Creative at Scale
Going deeper into visual, video and multi-channel content, brand voice systems, and using AI across more complex creative briefs.

Audience, Data & Personalisation
Using AI for segmentation, persona depth, behavioural targeting, and getting more from your CRM and event data.

AI Operations for the Team
Moving from individual capability to a shared way of working: team prompt libraries, custom assistants, governance and quality control.

Contact us to book your course or to explore how we can build a course tailored to your needs.

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