If you work in marketing or communications, your role is about to change dramatically as you welcome a new member to your team: generative artificial intelligence. AI will help you be more creative and remove some repetitive tasks. But it will also disrupt your workflow and require you to learn new skills. And it will become an intermediary between your organization and the audiences you’re trying to reach. 

What are the opportunities, risks, and ethical challenges you should consider? How will AI alter your organization’s culture and stakeholder trust?

Martin Waxman cuts through the hype and explains the AI landscape in a way that’s easy to understand. He provides examples of how some organizations are using AI. And he offers strategies that help you identify and select the tools, integrate AI into your creative workflow and develop a training program for your team.  

With the explosion of Generative AI tools, how can you sort through the options? Then, how can you provide your team with the skills they need to adapt and learn how to ‘talk’ to machines? This interactive workshop shows you how to assess and select the best tools and develop and test your new AI workflow. And it takes you on a whirlwind tour of various prompt engineering techniques and provides a playbook you can use to enhance the quality of your AI outputs.

Generative artificial intelligence (AI), machine learning, and big data have been discussed so much in the past few years, that they’ve become like buzzwords, Yet, for marketers and communicators, the concepts present many opportunities and challenges. And it’s imperative for professionals to integrate AI tools in a safe and ethical way. But what are the key ethical concerns your brand might face? And how do you develop policies and protocols to ensure you minimize bias, protect people’s privacy and safety, safeguard data and reputation and manage risks? Martin Waxman explores the benefits, opportunities and key issues to watch out for as you develop your strategy to integrate AI.