Course Outline

Module 1: Introduction to Generative AI

• Gain a comprehensive understanding of Generative AI and its implications for the advertising industry
• Explore the various types of Generative AI models, including language, image, video, and sound generation
• Understand how Generative AI is transforming the role of agencies and driving the concept of the AI-Driven Agency
• Develop a foundational knowledge of key Generative AI concepts and terminology

Module 2: Key Concepts in Generative AI

• Dive deep into essential Generative AI concepts such as training data, tokens, context window, temperature, and multimodality
•  Understand the role of agents in Generative AI systems and their implications for advertising workflows
• Gain practical knowledge of how these concepts influence the performance and output of Generative AI models
• Develop the ability to effectively communicate Generative AI concepts to clients and team members

Module 3: Assessing AI Readiness

• Learn how to evaluate your agency's current AI capabilities across six key dimensions: Strategy, Data, Technology, Organization, Governance, and Processes
• Identify areas of strength and opportunities for improvement in your agency's AI readiness
• Develop a framework for creating an AI readiness action plan tailored to your agency's unique needs and goals
• Gain insights into best practices for building a strong foundation for successful Generative AI implementation

Module 4: Overview of Leading Generative AI Platforms

• Gain a comprehensive understanding of the leading Generative AI platforms, including multimodal, text-to-image, text-to-speech, and enterprise solutions
• Explore the capabilities, strengths, and limitations of each platform
• Learn how to select the most appropriate Generative AI platform based on your agency's specific needs and use cases
• Develop a practical understanding of how to integrate these platforms into your agency's workflows

Module 5: Getting the Most Out of Generative AI

• Master advanced techniques for prompting Generative AI models to achieve desired outcomes
• Learn how to leverage Generative AI for compelling visual storytelling and content creation
• Understand the concept of retrieval augmented generation and its potential applications in advertising
• Explore the process of model finetuning and how it can be used to create custom Generative AI solutions tailored to your agency's needs

Module 6: AI Platform Showcase

• Dive deep into 2-3 major Generative AI platforms, such as OpenAI, Leonardo AI, and ElevenLabs
•  Explore real-world use cases and applications of these platforms for various agency roles, including strategists, art directors, copywriters, account managers, and analysts
• Gain hands-on experience with these platforms through guided exercises and demonstrations
• Learn best practices for integrating these platforms into your agency's existing tools and workflows

Module 7: AI Governance and Responsibility

• Understand the importance of AI governance and responsible AI practices in the advertising industry
• Learn about key data governance principles and regulatory compliance considerations when working with Generative AI
• Explore ethical and bias considerations in Generative AI and how to mitigate potential risks
• Develop a practical framework for implementing AI governance best practices in your agency's Generative AI initiatives

Module 8: Generative AI Strategy Framework

• Learn how to define clear goals and benchmarks for your agency's Generative AI initiatives
•  Develop a comprehensive Generative AI strategy blueprint and roadmap aligned with your agency's overall business objectives
• Gain insights into analyzing existing workflows and identifying opportunities for Generative AI to add value
• Understand how to rethink processes and skillsets to create an AI-powered agency

Module 9: Generative AI Use Cases in Advertising

• Explore a wide range of Generative AI use cases across various aspects of advertising, including creative development, strategy and planning, media, PR, analytics, and project management
• Learn how to identify and prioritize high-impact use cases for your agency
•  Gain practical insights into implementing Generative AI solutions for specific advertising functions
• Develop a use case roadmap for integrating Generative AI into your agency's operations