WHO SHOULD ATTEND

VPs, Directors, and senior marketing leaders responsible for adopting AI strategy and demonstrating measurable ROI — plus senior individual contributors who need to streamline operations and deliver breakthrough marketing results using generative AI tools. 

WHAT YOU LEARN

1. Develop the AI Prompting Strategy for Your Team: Learn to lead your organization in adopting the RACE framework (Role, Action, Context, Execute) — a powerful, repeatable prompting system that delivers consistent, high-quality results across your entire marketing team without requiring technical expertise.
2. Lead the Build-Out of AI-Powered Market Intelligence: Guide your team in applying generative AI to solve intelligence challenges — develop the strategy to summarize 100+ customer reviews in minutes, generate competitive analysis from annual reports, and create accurate buyer personas using Classification, Extraction, and Question-Answering techniques.
3. Drive AI-Accelerated Content & Campaign Strategy: Lead the implementation of AI to dramatically increase marketing speed and quality — direct your team to ideate a full year of strategy and tactics, repurpose pillar content into multi-channel campaigns (emails, social, blogs), and create personalized sales enablement sequences using Generation, Rewriting, and Synthesis capabilities.
4. Understand LLM Mechanics to Lead Strategic AI Initiatives: Gain a jargon-free understanding of how large language models work, framed specifically for strategic decision-making — develop the knowledge to lead AI initiatives confidently, evaluate solutions, manage vendor relationships, and guide implementation.
5. Architect AI Governance and Build Your Center of Excellence: Develop and lead the implementation of a practical framework for AI governance, risk mitigation, and data privacy — learn how to identify and empower AI champions on your team, structure a pilot task force, establish ROI measurement systems, and scale AI capabilities strategically.

WHAT YOU GET

1.  Repeatable AI prompting framework (RACE) that your entire team can adopt immediately for consistent results
2. Live lab exercises solving actual business problems — customer review analysis, competitive intelligence, persona development, content repurposing, campaign ideation
3. AI implementation roadmap including Governance Framework, Risk Mitigation Strategies, and Center of Excellence Playbook
4. Market intelligence and content acceleration use cases covering all seven core AI capabilities (Summarization, Classification, Extraction, Question-Answering, Generation, Rewriting, Synthesis)
5. Leadership guidance on identifying AI champions, structuring pilot teams, and measuring the tangible ROI of AI initiatives

INSTRUCTOR

Christopher S. Penn is the co-founder and Chief Data Scientist of Trust Insights, where he helps organizations unlock the value of their data with analytics and artificial intelligence in marketing. An internationally renowned keynote speaker and recognized thought leader, he is known for demystifying complex AI concepts and turning them into practical strategies that marketers can apply immediately. His work has helped shape five major areas of modern marketing: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and the use of AI and machine learning in marketing.

At Trust Insights, Christopher leads the creation of AI-powered systems and data-driven solutions that have delivered double-digit ROI for brands such as Cisco, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, Twitter, and others. He frequently delivers keynotes on topics such as how AI is transforming marketing, predictive analytics for marketers, and the future of data-driven strategy, and he is also known as the co-host of the long-running Marketing Over Coffee podcast. Christopher has been repeatedly recognized as an industry leader, including multiple IBM Champion honors in Data and AI and inclusion on several “top 100” lists for digital marketing and AI in marketing.