Introduction

In today’s data-rich advertising landscape, AI has moved from buzzword to indispensable co-pilot. This hands-on master class shows marketeers how to translate machine-learning outputs into sharper audience insights, smarter budget decisions and campaign optimization. No technical background required. By the end of the morning you’ll feel confident using AI tools to steer strategy, budgeting and creative collaboration.

The key topics that will be addressed include:

• Insights: Uncover new audience segments through AI-based analysis (clustering, sentiment & look-alike modelling)
• Strategy: Plan and allocate budgets with AI-supported optimisation models and scenario planning
• Optimise: Boost campaign performance using AI-generated creative and reporting insights.

What will you learn?

• Identify high-value audience patterns and signals with AI-driven tools.
• Make smarter, data-backed media-planning decisions through predictive scenario analysis.
• Evaluate campaigns and brief media or creative partners with clearer, evidence-based insights. 

For whom?

Brand marketers involved in media planning, audience targeting, or campaign evaluation, especially those who work with external media or creative partners.
Basic understanding of marketing campaigns or media planning. No prior AI knowledge required.

Language

The training is conducted in English. The presentation materials are also in English. Participants may engage in discussions in their preferred language.