AI Marketing
Accelerator
Practical, hands-on training for marketers.
Learn a complete end-to-end marketing system to think better, build smarter and grow stronger with AI.
- Live Online or in-person
- Expert guided
- Built around your team
AI is already being used across your team. But without the right skills, tools sprawl, quality varies, risk builds and effort doesn’t lead to impact.
Across seven practical, hands-on sprints, your team builds AI capability across all of marketing, from core skills and agents to insights, search, content, creative and campaign ops.
Get everyone on the same page with real work, real workflows and real change in how your team operates day to day.
For marketing teams who want to stay relevant, competitive, and ahead.
AI literacy is the #1 in demand skill in Australia. This programme gives you the skills, system and confidence to use AI across every part of your marketing work.
For Marketers
Apply AI across real marketing work
Build practical AI skills you can apply the same week - from strategy and insights to content and campaign execution.
For Leaders
Lead adoption with more confidence
Develop your own AI fluency so you can set direction, guide your team and lead adoption with confidence.
For Creatives
Move faster without losing the spark
Use AI to move faster and think bigger - without losing your creativity, your voice or your spark.
For Growth Teams
Focus on higher-value work to drive real growth
Improve team workflows so you can focus on higher-value converting work.
Course outline
Seven live, expert-guided sessions focused on the tools, workflows, and campaigns your team actually uses. Bespoke, hands-on training built around your real marketing challenges – so you leave with skills you can apply straight away.
What you master
- Smarter ways to use AI and how to give it what it needs to do better work
- Knowledge and context, and why your brand's DNA is the ultimate AI differentiator
- Set up your workspace so AI thinks, writes and responds like you
- Understand memory, bias and hallucinations, and how to manage them in your work
- Safe, responsible AI use with habits and guardrails that protect your brand, customers and team
- Organised workspaces so your team has a single source of truth they can actually find
What you'll do, live
- Audit and improve the accuracy of your memory
- Train AI on your tone of voice
- Set up custom instructions inside your team's tools
- Test your guardrails against a real scenario
Resources
- Brand & Tone Onboarding Kit
- Custom Set-Up Guide
- Sample Guardrails
What you master
- How to find high-value agent opportunities in your marketing
- Identify repetitive, time-draining workflows worth fixing
- Build reliable, high-impact agents using instructions, context, boundaries, guardrails and human checks
- Test and refine before you deploy so agents work reliably and consistently
What you'll do, live
- Practice mapping high-value, low-risk agent opportunities
- Build and test a no-code agent inside your own tools
- Draft instructions, context and guardrails that make it reliable
Resources
- Agent Scoping Playbook
- Use Case Prioritisation Framework
- Safe Agent Checklist
Outcome: Leave with a clear framework for prioritising agent opportunities so you can scale operational efficiency across the team.
What you master
- Use AI for robust, reliable research without losing your critical thinking
- Mine unstructured data for original insights, including customer feedback, trust signals, sales data and market intelligence
- Ask better questions to avoid bias in your research and analysis
- Sense-check, validate and build on AI outputs before you act on them
What you'll do, live
- Work through a real or dummy campaign scenario using research, feedback, customer and sales data
- Use AI to analyse and synthesise market mapping and competitor analysis
- Practise different prompting strategies, tools and reasoning models to improve insight quality
What you walk away with
- AI² Framework
- AI Research Framework
- Insights Template
- Advanced Prompting Guide
Outcome: Leave with the skills to uncover insights, refine strategy and drive better performance.
What you master
- How AI is changing search behaviour and what buyers and agents are doing differently
- Navigate the AI Search era across SEO, GEO and AEO
- Use a 4-step framework for AI search visibility
- Redesign strategies for zero-click journeys and optimise content for discoverability
What you'll do, live
- Run a live AI visibility audit
- Use AI tools to research how buyers in your category are discovering and evaluating brands
- Identify the content and positioning gaps your team needs to close
What you walk away with
- AI Visibility Audit Tools
- Marketers AI Search Playbook
- Content Discoverability Checklist
- Agency AI Audit
Outcome: Leave with a clear understanding of how AI is changing buyer behaviour and what that means for your content strategy and visibility.
What you master
- How AI can assist you to deliver innovative content at scale
- Set up a proprietary system trained on your tone for consistent, unique, on-brand outputs
- Map your writing workflows to streamline without sacrificing creativity
- Ideate, create and optimise content with AI for clearer, more concise copy
- Accelerate drafting, editing, repurposing and commodity content
- Brand safety, ethics and creativity, including where AI helps and where it hurts
What you'll do, live
- Identify your writing workflows and friction points
- Identify copywriting agents to build, trained on specific writing tasks
- Test drive pressure-testing and personalising copy for audience profiles
What you walk away with
- AI Content System
- Writing Frameworks
Outcome: Leave with an intelligent content system, plus the confidence and skills to produce content at scale without sacrificing your brand.
What you master
- Create on-brand quality video and visual assets inside AI tools like Adobe Firefly, Gemini, Microsoft or Midjourney
- Write stronger creative briefs that get better outcomes from AI tools
- Use reverse prompting to work backwards from great creative and understand what makes it work
- Spot, challenge and overcome bias in AI imagery with a Real People Prompt Playbook
- Reduce design and production reworks with smarter AI-assisted workflows
What you'll do, live
- Debate the ethics of transparency in AI-generated visual content
- Build an end-to-end AI-generated commercial, from brief to script to storyboard
- Ideate and produce videos and visual content, creating tailored campaign assets for your brand
What you walk away with
- Confidence using AI as a creative studio without diminishing brand trust or craft
- Stronger briefs that lead to better creative outcomes
- Clear guardrails and judgement for ethical, on-brand visual creation
Outcome: Leave with the skills, guardrails and creative confidence to use AI across your visual and video work ethically, on-brand and at pace.
What you master
- Identify where AI adds the most value across your marketing workflows
- Find priority friction points in your process and decide where AI should be doing the work
- Understand where ethics, data and governance fit into AI-powered marketing
- Measure and report AI's impact with confidence
What you'll do, live
- Work through one real campaign process and map where AI, agents and humans each play their part
- Identify your biggest friction points and start building a workflow that fixes them
- Begin your AI Marketing Canvas, your personalised plan for embedding AI across your team
What you walk away with
- AI Marketing Canvas
- AI-Integrated Workflow
- AI ROI Calculator
Outcome: Leave with a clear picture of where AI fits in your marketing and a plan to make it stick.
What people say
Every programme is built around your team’s tools, workflows, and priorities – from first conversation to confident AI adoption.
It’s an exceptional course! Steep learning curve and an ability to take yourself to the next level! Thanks you Stephen Toms and Catherine Toms ! You guys rock!! 💯 recommend all marketers do this!
Micki Persky
CEO
Talent.Realised - AI Executive Search
The best courses I’ve ever done. Hands-on and lots of practical examples and ideas that will change the way I work for the better.
Melissa Freeman
Driven Marketer. Brand Builder.
Engaging, insightful and actionable; the Toms’ training lifted our understanding, use and execution of our digital channels across the team. The results have exceed our expectations. Thank you Catherine and Steve.
Lincoln Snell
Head of Corporate Markets, NAB
Frequently Asked Questions
+ How do we prove this was worth the investment?
+ How do you actually change behaviour, not just deliver training?
+ Does your training cover safety, data privacy and responsible AI use?
+ Can the programme be customised for our team?
+ Can you work inside our existing tools and tech stack?
+ Is this suitable for mixed-ability or cross-functional marketing teams?
+ What format is the training delivered in?
+ How much time will this take out of the team's week?
+ What's the minimum team size?
READY WHEN YOU ARE
Let's build the right programme
for your team.
Tell us where your team is at with AI, and where you want them to be.
From custom programmes to AI strategy days and full skills learning pathways; we’ll figure out the best way to get you there.
Our latest resources
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