Lead Marketing Innovation with AI
Assess your marketing function's AI readiness with a structured four-dimension framework.
Build and present a marketing AI investment case in commercial terms your CEO and CFO will act on.
Govern AI use across your team and agency roster using the CRAFT Creative AI Governance Framework.
Manage brand integrity, data safety, and disclosure obligations as a marketing function leader.
Lead your team and external partners through AI adoption with a clear 90-day action plan.
Module by module, in the order they are assigned.
Marketing AI has spread across creative, performance, data, and operations, but directors need more than tool awareness to answer CEOs, guide teams, and hold agencies accountable. By the end, you can map categories, place work by value and risk, and match review depth to consequence.
Scattered AI activity becomes an assessable marketing plan by testing readiness across creative, data, people, and governance, the dimensions that decide whether adoption scales safely. By the end you can map work with the AI Opportunity Matrix, rank a defensible shortlist, and build a personal PRISM practice.
AI strategy across the marketing mix turns a ranked shortlist into a commercial recommendation marketing directors can defend to CEOs and CFOs. You finish able to evaluate investments, map discipline-level opportunity, calibrate oversight, and scope a measurable pilot.
AI governance across agencies, internal teams, and creative production matters because marketing directors carry the brand, IP, data, and trust risks of unmanaged use. You set agency requirements, lead adoption concerns, apply CRAFT and the Marketing AI Safety Protocol, and codify decisions in a Governance Charter.
Agents and automated workflows move marketing AI from individual tool use to function-level operating systems, so directors need sharper guardrails and evidence. You learn to choose automation candidates, assess readiness and investment, measure impact over time, and report scale-pivot-stop decisions leaders trust.
The 90-day plan turns the course toolkit into dated marketing AI leadership action, so adoption moves from interest to scheduled work. You leave able to choose a first initiative, set 30, 60, and 90-day milestones, and commit the first week.
The course closes with a timed final exam with a pass mark and a limited number of attempts. A pass issues a PDF certificate with its own serial, in the name of the Straits Institute for Applied AI. Cohort progress, at-risk learners and a CSV export are in the admin console throughout.
No. It is built for marketing leaders, not engineers. You learn to direct AI as a function leader — the focus is judgement, governance, and commercial cases, not building or coding tools.
No. Throughout the course AI is treated as a tool to help your team, not replace them. AI handles pattern-level work while your people keep ownership of brand, judgement, and strategy.
Six 60-minute modules — about six hours in total — designed to fit around a working marketing leader's schedule.
The course is about leading AI across a whole function, not personal tool use. Readiness assessment, the marketing AI investment case, CRAFT governance, and a 90-day rollout plan go well beyond individual experimentation.
The course builds a marketing AI investment case in commercial terms, using the AI Opportunity Matrix to prioritise and honest ROI framing your leadership team will act on.
The course covers the Marketing AI Safety Protocol, the CRAFT Creative AI Governance Framework, and the disclosure obligations a function leader is accountable for across the team and agency roster.
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Course libraries are assigned per user, team or department, and the reporting comes back to whoever has to answer for the programme. Tell us who needs it and we will show you the console.
