Course 1 in the Practical AI for Event Marketing programme

One day. One real campaign. One new way of working.

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.

LEARNING OUTCOMES

By the end of this course, you will be able to:

• Brief AI tools in a way that produces consistent, brand-aligned output
• Plan and produce an event campaign end-to-end with AI as a working partner
• Pressure-test AI output and your own campaigns to spot what's working and what isn't
• Apply clear safety, accuracy and brand guardrails to every AI-assisted task
• Embed AI into your week as a repeatable habit, not a one-off experiment

Places are limited – Click here to secure your spot today.

Cost: £395 + VAT per delegate. 
Group booking discount available for more than 2 delegates from an organisation, contact rachel@tembocreates.com for more information. 

We keep our courses small so that you have time to practice what you learn and get feedback from our trainers. Ready to book? Simply fill out this form and we will get back to you.

Prefer to have this course run just for your team? Talk to us about our In-House course options.

PRE-WORK

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)

AGENDA

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

The day opens by setting expectations and laying the durable foundations the rest of the day builds on. AI tools will keep changing. What you'll learn today are the things that don't.

• Quick introductions
• Confidence sense check
• Discussion: what's taking up most of your time at the moment?
• The three AI traps to watch for: over-automation, generic content, losing your voice
• The three things you must never put into a public AI tool
• The day's spine: you'll work end-to-end on one real campaign

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)

Activity

Map out your current workflow and highlight three points where AI could help.

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

Workshop

Use AI to build a campaign plan for the upcoming event you brought with you.

What you'll leave the session with

• A 1-page campaign plan
• One or two personas
• One saved prompt that worked, plus a note on how you'll reuse it

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

Workshop

Build content for the campaign plan you created in the previous session.

What you'll leave the session with

• One email draft
• Two to three social posts
• Landing page copy
• One saved tone-of-voice prompt, plus a note on how you'll reuse it

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

Exercise

Take a campaign that didn't perform as expected and use AI to:

• Diagnose what might have held it back
• Improve messaging, subject lines or targeting
• Generate two to three concrete improvements
• Save the diagnostic prompt, plus a note on how you'll reuse it

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

Activity

Review AI-generated content, adjust it for accuracy and tone, and build your personal go/no-go checklist for AI-assisted work.

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

Activity

• Consolidate the prompts saved across today's workshops into one accessible library
• Write down two to three specific ways you'll use AI over the next 30 days
• Pair with a buddy for a two-week check-in

15:55 - 16:00 | Wrap Up

• Confidence rating (closing the loop on the morning's check)
• One thing you will start doing straight away
• What comes next: the foundations built today are what every follow-on module is designed around

Your Trainers

Latifu Mumuni, Event Marketing and AI Consultant

Latifu Mumuni is an experienced events professional with over a decade of expertise in delivering marketing strategy, campaigns and growth across market-leading exhibitions and conferences. As founder of Icarus Reach, Latifu works with businesses to identify where AI can strengthen audience reach, content production, campaign planning, delivery and performance.

Kate Disley, Founder and CEO, TEMBO

Kate Disley is Founder and CEO of TEMBO. She has worked in exhibitions and conferences for over 20 years and has delivered brand strategies and marketing campaigns for hundreds of events, including Spring Fair and New Scientist Live. Through TEMBO, she works with event organisers ranging from global portfolios such as Emerald, Informa, Clarion and Reed to start-ups and new launches. Kate is also passionate about advancing the careers of women in the events industry.

FOLLOW ON COURSES:

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.

Ready to Book? Click here.