In this foundational session, participants will explore what AI is and how it is transforming SME marketing. The session will focus on the capabilities of free versus paid tools, with an emphasis on accessible platforms such as ChatGPT and Canva.

Through guided exercises, learners will gain an understanding of AI’s role in content generation, marketing automation, and prompt engineering. Participants will create AI-assisted marketing copy (including social media posts, email snippets, and advertisements) and refine prompts to enhance engagement and performance.

Key learning objectives:

• Understand the fundamentals of AI in SME marketing
• Use structured prompts with ChatGPT to generate marketing content
• Align prompts with business goals and measurable KPIs
• Create and optimise AI-generated copy using real business scenarios

Interactive Activities:

• Prompt Engineering Labs
• Side-by-side comparison: human- vs AI-generated content
• Use-case challenge: create a week’s worth of AI-powered social media content