Digital Marketing in an AI-First World
Crash Course

Session 1: What Changed

• How AI has fundamentally changed digital marketing

• The shift from manual marketing decisions to AI-driven systems

• Why traditional targeting, segmentation, and optimisation methods are losing effectiveness

• How AI is changing the way platforms find audiences, allocate budgets and optimise campaigns

• What marketers still control and what platforms increasingly control for you

• Which traditional marketing practices should be retired, adapted or retained

Outcome: Understand exactly what has changed and how the modern digital marketing ecosystem works

 

Session 2: What’s Breaking

• Why traditional audience targeting is becoming less reliable

• The decline of hyper-specific interests, manual audience segmentation and excessive campaign fragmentation

• Why old-school creative testing frameworks can produce misleading results

• Why lower-funnel metrics alone can lead to poor marketing decisions

• The problems created by over-optimising campaigns and constantly interfering with AI systems

• Why “more campaigns, more audiences, more tests” is no longer necessarily better

• Common Meta, Google, and SEO practices that are becoming outdated

Outcome: Identify the legacy strategies, assumptions and workflows that are holding modern marketing campaigns back

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Session 3: What Replaces It

• The new AI-first approach to digital marketing

• How to structure campaigns around strong signals rather than excessive manual control

• How to create content that AI platforms can understand, distribute and optimise

• A modern approach to creative strategy, testing and iteration

• New frameworks for budget allocation and campaign consolidation

• How to optimise for business outcomes instead of platform metrics alone

• What humans should do better than AI: positioning, strategy, offers, creative direction and customer understanding

• Creating a feedback loop between advertising, content, website performance and customer data

Outcome: Replace outdated marketing workflows with an AI-first framework designed for how platforms actually operate today

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Session 4: Your 2027 Digital Marketing Playbook

• Designing an AI-ready Meta Ads ecosystem

• Building an AI-ready Google Ads ecosystem

• Creating an SEO and AI-search strategy that captures demand beyond traditional Google clicks

• The metrics that matter at each stage of the customer journey

• How to build a testing system that produces meaningful learnings

• How often to change campaigns, creative, budgets and targeting

• A practical framework for deciding what to automate, what to test and what to control manually

• How to use AI to accelerate research, creative production, analysis and optimisation

• Building a 90-day digital marketing operating system for continuous improvement

• The principles that will remain valuable even as AI platforms continue to evolve

Outcome: Leave with a practical 2027 digital marketing framework you can apply across Meta, Google, SEO, content and the wider customer journey