A hands-on workshop, in partnership with Alchemists, delivered in person.
Most marketers have now experimented with AI. The bigger challenge is turning that experimentation into a useful, repeatable way of working.
The ISBA & Alchemists GenAI Skills Workshop is a full day of practical, hands-on learning focused on how marketers can use AI more effectively in their day-to-day work. Participants work through realistic marketing scenarios in whichever approved AI tool their organisation uses, learning how to set the right context, challenge and refine outputs, validate what AI gives them and apply their own judgement throughout.
The workshop then takes that learning a step further. In the second exercise, participants use the same principles to create a reusable AI assistant for a recurring marketing task and, where their platform allows, build it as an agent. The aim is to move beyond one-off prompting and show how AI can become part of a more consistent way of working.
What makes the workshop different
Hands-on, not theoretical.
This is a working session rather than a day of demonstrations. Participants spend most of the time using AI themselves, making decisions, challenging the output and seeing how the quality changes depending on how they work with it.
Built around real marketing work.
The exercises reflect the kind of challenges marketers actually face: incomplete information, conflicting stakeholder views, commercial pressures and decisions that need judgement. The focus is on briefing, strategic thinking, analysis, review and turning complex inputs into something useful.
From prompting to repeatable ways of working.
Participants learn a practical collaboration model for working with AI: setting the context, asking the right questions, shaping the response, stress-testing it and deciding what is good enough to use. They then apply that thinking to build a reusable AI assistant around a task they regularly do.
Tool-agnostic and current.
The methods work across Copilot, ChatGPT, Claude and other approved tools. The programme is regularly refreshed to reflect changes in models, platforms and how AI is being used in practice.
Participants will leave with:
- a practical way of working with AI that they can apply across different marketing tasks;
- stronger judgement around where AI is useful, where it needs challenging and what still needs human input;
- reusable instructions for an AI assistant built around a recurring task;
the confidence to take those skills back into their day-to-day role.
Who it is for
The workshop is designed to work across a broad range of experience, from marketers who are still building confidence with AI through to those already using it regularly and wanting to become more structured and effective. It is focused on practical, day-to-day marketing work, particularly strategy, briefing, analysis, planning and review. It is not an advanced course for people already building sophisticated agents, automations or connected AI workflows. It is also not a specialist creative AI workshop focused on image, video or asset generation.
The focus here is simple: helping marketers move from experimenting with AI to using it in a more useful, deliberate and repeatable way.
We are curating our next cohort of learners with places priced at £499+VAT and delivered at ISBA's head office in central London. If you would like to enquire about taking part, please email events@isba.org.uk.