Build practical, ethical workflows that turn data and audience feedback into strategies you can apply straight away.
Responsible AI gives marketers in arts and culture the chance to work smarter, see audiences more clearly, and build strategies grounded in real audience insight. This course is designed to help you use AI in ways that feel practical and manageable.
Our approach is hands-on. There’s no manual for AI, and not everything works first time – but those moments are where the best learning happens. You’ll build reliable prompting habits, draw meaning from qualitative feedback, cross-check it with behavioural data, and develop communication profiles that are tested, inclusive, and clear.
this has been brilliant – best I’ve been on for years thanks so much for your skills and knowledge and ability to hold all the questions / thoughts
Responsibility runs through every session. You’ll learn to apply checks for accessibility, sustainable use, inclusion, copyright, and bias – so your workflows don’t just deliver results, they will also reflect your organisation’s values and protect audience trust.
We’ll also take a critical lens to AI’s role in marketing. You’ll ask who really benefits from these tools, explore ways of treating audience feedback as partnership rather than extraction, and consider the environmental footprint of AI. We’ll examine how segmentation can either reinforce or challenge exclusion and build checks to keep your practice aligned with your values.
If you’re ready to move beyond experiments and start building a system you can trust, this course gives you the tools, confidence, and clarity to make it happen.
Taking the course – from Wednesday 22 October 2025
Responsible AI for Marketing in Practice will take place live over a six week period from 22 October until 26 November.
Each module will take place weekly on Zoom every Wednesday between 10am – 12pm, starting with Module 1 on Wednesday 22 October 2025, and will include live demos, guided modification using pre-built templates and practical exercises.
You will also have access to supporting course materials including module workbooks, further resources and session recordings through an online learning platform throughout the course.
You will have until the end of Friday 12 December 2025 to catch up and complete any content you’ve missed.
If you have any access requirements, please contact Abby@a-m-a.co.uk
Bookings have now closed
To register your interest in our next Responsible AI for Marketing in Practice course, please fill out this form:
Cost
Standard Member rate: £250+ VAT
Small Organisation / Between Jobs / Freelance Member rate: £150 + VAT
Non-member rate: £395 + VAT
Why do the Responsible AI for Marketing in Practice course?
This course is practical from start to finish. Each session combines short talks with guided demos and exercises, so you can learn by doing. Every week you’ll leave with tangible outputs – tested prompts, audience sketches, communication profiles, refined messages, and finally a workflow that links everything together.
Across six live, practical sessions you will:
- Create prompts you can trust – build habits that reflect your brand voice and values
- Turn messy feedback into clear audience insights – use AI to structure comments, surveys, and reviews
- See what audiences say and what they do – combine qualitative insights with simple behavioural data to build evidence-based segments
- Shape messages that resonate – translate segments into communication profiles and test messages that are clear, inclusive, and consistent
- Work with AI responsibly – build skills to use AI ethically, with checks for accessibility, sustainability, copyright, and bias
- Build a system you can repeat – connect everything into a practical mini-workflow and a draft roadmap for AI adoption in your organisation
The field of AI is moving fast, and so are we! The content of this course may be adapted to reflect the latest developments or the needs of the group – but the focus will always remain the same: practical, ethical workflows that connect data, insight, and strategy.
Who is it for?
This practical course is designed for marketers who want to connect AI with strategy. If you’re already responsible for segmentation, messaging, or campaign planning, you’ll build workflows and assets you can put to work immediately. If you’re earlier in your career, you’ll gain practical methods and outputs that strengthen your skills, build your confidence, and show your readiness for more strategic responsibility.
The course is designed around free versions of ChatGPT, Gemini, and Claude. A paid account with one of these tools (around £40 for the course period) can make things smoother, but isn’t required.
To gain the most from this course we recommend you attend all sessions live, however this course is being recorded so you will be able to catch up if needed.
The modules
Module 1: AI prompting foundations for marketing
This module will give you an introduction to prompting techniques and the tools available. We’ll look at structured prompting, context and how to capture your organisation’s profile and brand voice.
You will:
- Learn structured prompt formats and why it matters
- Create a profile prompt that captures your organisation’s who/what/why
- Capture your brand voice in tone, values, and red lines so AI outputs reflect your identity
- Practise prompt sequencing to connect outputs into short chains for stronger results
- Build your ethics and bias guardian to quality-control your outputs
Module 1: Wednesday 22 October 2025, 10am – 12pm
Module 2: AI-powered audience research
In this module you’ll discover how to use AI to turn raw comments and survey feedback into clear themes, insights, and draft audience segment sketches.
You will:
- Learn techniques to structure raw feedback from qualitative data sources such as social media comments, survey responses and reviews
- Practise anonymising and grouping free-text comments into usable themes
- Translate themes into insight statements that explain audience needs
- Begin sketching audience segments around motivations, barriers, and behaviours
- Build an AI-powered audience research assistant
Module 2: Wednesday 29 October 2025, 10am – 12pm
Module 3: Simple quantitative integration
This module will explore how to cross-check qualitative insights against simple behavioural data, looking at the differences between “what people say” and “what they do.”
You will:
- Compare insight statements to simple datasets (attendance, sign-ups, content engagement)
- Identify mismatches and tensions – where audience behaviour contradicts stated preferences
- Build evidence-based segment sketches by blending qualitative and quantitative findings
- Explore the importance of ethics in data work and check segment sketches with our ethics and brand guardians
Module 3: Wednesday 5 November 2025, 10am – 12pm
Module 4: Audience communication and ethics
In module 4 you’ll expand segment sketches into communication profiles, then apply accessibility and ethics guardrails to ensure inclusivity and values alignment.
You will:
- Expand segment sketches into communication profiles with motivations, tone, content preferences, and barriers
- Use AI prompts to accelerate profile building without losing human judgement
- Apply an ethics and accessibility check to protect against bias
Module 4: Wednesday 12 November 2025, 10am – 12pm
Module 5: Strategic message development
This moudule will show you how to draft brand-consistent core messages, adapt them across different audience profiles, and refine through peer testing and inclusivity checks.
You will:
- Translate profiles into core marketing messages tied to motivations and brand voice
- Practice adapting a single message across different audience types without losing consistency
- Peer-test and refine messages for clarity, inclusivity, and accessibility
- Use AI as a first-pass tester, then sharpen outputs with human review
Module 5: Wednesday 19 November 2025, 10am – 12pm
Module 6: Implementation and workflow planning
Your final module will bring everything together into a complete mini-workflow and roadmap for adopting AI in your organisation’s marketing practice.
You will:
- Map the end-to-end workflow from prompts > insights > profiles > messages
- Mark quality control checkpoints (prompt clarity, audience representation, inclusivity, brand consistency)
- Draft your AI adoption roadmap, from quick wins to long-term culture change
Module 6: Wednesday 26 November 2025, 10am – 12pm
Testimonials from the previous course – Essentials of AI
has been my favourite part of the week for 8 weeks – will miss this!!!
It’s made me feel empowered to become a master of the tools rather than being terrified by AI
It’s made me feel more confident about my future in marketing – knowing how to understand these tools and how to approach them, I don’t feel I’m being left behind.
The course has been absolutely fantastic. I’ve gone from being ignorant and terrified to better equipped and terrified!
Trainers
Paul Blundell
Head of Digital Research and Development, Arts Marketing Association
Carol Jones
Editor of AMAculturehive, Arts Marketing Association
Jerzy Wicher
Web Developer and Systems Manager, Arts Marketing Association
Any questions?
Please contact our Sales & Marketing Manager Jemma, and she’ll be happy to help: jemma@a-m-a.co.uk
