AI in Practice for Marketing
A practical program for marketers and marketing procurement professionals
Get past generic answers and repeated revisions to AI work you can actually use. Understand what AI changes for your brand, your consumers and the services you buy.
Six live sessions from January to March
We’ll meet online on the six dates below.
Each session runs for 60 minutes. Recordings and program materials are included.
Working with AI and understanding its impact on your work.
AI Essentials Today: Understanding What You Can Do Now
Understand how today’s AI works and what you can use it for. Explore reasoning and agent tools, how to choose a model for a task, what to consider before sharing information, and how to avoid AI slop.
Getting Better Results in Your Everyday Work
Why does AI produce something useful one moment and miss the point the next? Find out what’s behind generic answers, wrong details and repeated revisions, and how to get results you can actually use in research, writing, analysis and presentations.
Working with AI Agents
Explore what changes when AI can carry out a task across several steps. Learn how to delegate work, break down a goal, use connected tools and set permissions. Decide where to ask for a review and how to check the finished work before it is used or shared.
How AI Understands and Represents Your Brand
What happens when AI starts speaking and acting for your brand? As consumers use AI to discover, compare and buy, the brand they encounter may be different in every interaction. What does this mean for brand consistency, distinctiveness and control, and what should marketers be doing now across search, advertising, content and commerce?
AI for Marketing: From Brief to Report
Work through a marketing task from research and briefing to on-brand content and performance reporting. Learn where AI can support each stage, which inputs make a difference and what a person needs to check. Develop AI skills or reusable templates that make useful approaches easier to repeat.
The Future of Work: What It Means for You
What happens to your role when AI can do work that used to take a team? Look at which tasks you can hand over, which decisions still need your expertise and how to assess what agencies and vendors should deliver as their tools improve. Decide where to focus your own learning as capabilities keep changing.
Taught by Intentful’s founder.
Marina Petrova co-founded Intentful, a technology company that structures brands for the AI-mediated consumer economy. Intentful provides an engine to shape how AI speaks and acts on its behalf across ads, search, commerce, content and agents. Marina has more than 25 years of experience in technology, media and digital transformation, with work spanning more than 50 countries.
Her approach to teaching connects how AI works with practical decisions and everyday tasks. She will lead all six sessions, with examples relevant to marketers and the marketing procurement professionals who work with them.
For marketers and marketing procurement professionals.
Marketers and marketing teams
You’ve tried AI, but the results don’t always justify the time spent fixing them. Meanwhile, the tools can do much more than you’ve had time to explore. Find practical ways to tackle your daily workload and understand what’s worth trying next.
Marketing leaders
Your team is experimenting, agencies are promising more and consumers are turning to AI for answers. What should you expect, invest in or question? Get the understanding to make those decisions and recognize opportunities you may be overlooking.
Marketing procurement professionals
AI is changing what agencies and suppliers can deliver, how they do it and what it should cost. How do you assess their proposals without understanding the tools yourself? Build the subject-matter knowledge to question claims, evaluate value and make informed decisions.
One payment for the complete program
Buy a seat for yourself or register several people from your team in one checkout.
One-time payment for all six sessions.
- Six live online sessions, 60 minutes each
- Practical examples and questions in every session
- Session recordings and program materials
- Several seats in one checkout by choosing the quantity at payment
Checkout is handled by Stripe. Prices are in USD, with applicable taxes added at checkout. By purchasing, you agree to Intentful’s Terms of Sale and Refund Policy.
Before you register
What happens after I pay?
Your receipt will arrive by email. Within 24 hours, we’ll email you a short form to provide the name and email address of each participant. After you return the form, each participant will receive calendar invitations for all six sessions, including the joining links.
Can I buy several seats and assign them later?
Yes. Choose the number of seats at checkout, then use the participant form to assign them before the program begins. You can also substitute a participant at no extra charge before the first session.
Do I need previous AI experience?
The program starts with the essentials and builds through practical use. It is designed for marketers and marketing procurement professionals who want a clearer understanding of AI and more confidence using it in their work.
Is this useful for marketing procurement?
Yes. You’ll develop the subject-matter understanding to ask better questions about AI tools, services and marketing work. The hands-on examples will help you assess what is being proposed and discuss it with colleagues and suppliers.
What if I miss a session?
Sessions will be recorded for registered participants. Recordings will remain available for 60 days after the final scheduled session, in line with the Terms of Sale.
How do I join?
The program takes place online. Participants will receive joining links and any setup instructions before the sessions.
What is the refund policy?
Cancel in writing at least seven calendar days before the first scheduled session for a full refund. Later cancellations are non-refundable unless the partial-refund conditions apply. After a participant attends or accesses the first session, the purchaser can request a 75% refund of the fee paid for that seat. The request must reach us at least 48 hours before the second session. No refund is available after the participant attends or accesses the second session. See the Refund Policy for the full conditions.
Can I ask about an invoice or purchase order?
Email [email protected] with your request.
Who can help with registration?
Contact [email protected] for questions about your purchase, participant details or joining the program.
Join the January 2027 cohort
Build your practical understanding of AI across six live sessions, with examples you can apply to marketing work and the decisions around it.
AI in Practice for Marketing is a three-month Intentful program for marketers and marketing procurement professionals. Six live online sessions cover AI essentials, everyday use, agents, how AI represents brands, marketing applications and team practices. The January 2027 cohort meets on January 13, January 27, February 3, February 24, March 10 and March 24. The price is $399 USD per person, paid once.
AI in Practice for Marketing is part of Intentful’s AI 101 series and follows the same Terms of Sale and Refund Policy.