Translate a campaign brief into structured prompts that specify audience, tone, format, and call to action for generative AI tools.
Marketing & Sales
Generative AI Copywriting for Marketing Campaigns
Learn to brief, prompt, and edit generative AI tools so marketing teams produce on-brand copy faster, while protecting tone, factual accuracy, and legal compliance across every campaign asset.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Marketing teams are under pressure to produce more campaign variants across more channels than human writers can draft manually, and generative AI tools promise speed but often deliver generic, off-brand, or factually shaky copy when used without structure. This course treats generative AI as a production tool that needs the same briefing discipline, editing rigour, and sign-off process as any other copywriting workflow. Participants learn to translate a creative brief into structured prompts, codify brand voice and terminology so AI output stays consistent, and iterate drafts from generic to genuinely on-brand. The course also covers the parts teams skip under time pressure: fact-checking AI claims, checking originality, and building a review workflow that routes AI-assisted copy through brand and legal gates before publication. Teaching combines live prompt-writing exercises, hands-on editing of real AI drafts, and workshop time building reusable prompt templates and style guides. By the end, participants can run a governed AI-assisted copy production process rather than an ad hoc one, and can measure whether it is actually saving time without sacrificing quality.
Expected Learning Outcomes
Codify a brand's voice and terminology into a reusable style guide that keeps AI-generated drafts consistent across channels.
Apply iterative prompt refinement techniques to move an AI draft from generic phrasing to genuinely on-brand copy.
Edit AI-generated copy for factual accuracy, tone, and originality before it reaches a legal or compliance reviewer.
Build a review workflow that routes AI-assisted copy through fact-checking, brand, and legal gates before publication.
Select the right generative AI tool and settings for a given copy format, from short-form ads to long-form landing pages.
Measure the output quality and efficiency gains of an AI-assisted copywriting process against a manual baseline.
Who Should Attend
Copywriters and content marketers producing high volumes of campaign copy across channels.
Brand managers responsible for maintaining tone and terminology consistency.
Marketing team leads introducing generative AI tools into content production.
Digital marketing specialists drafting ad copy, landing pages, and email sequences.
In-house agency staff supporting multiple brands or product lines with copy requests.
Marketing operations managers building AI-assisted content workflows and review gates.
Course Modules
Select any module to see its sessions and points.
01Briefing and Prompt Foundations for Marketing Copy
2 sessions · 8 points
Session 1From Campaign Brief to Structured AI Prompt
- Break down a creative brief into audience, objective, tone, format, and constraint fields that map directly into a prompt template.
- Write system-level instructions that fix a generative AI tool's persona, reading level, and prohibited phrases for a campaign.
- Use few-shot examples of approved copy to anchor an AI model's output to a brand's existing voice.
- Distinguish prompts suited to short-form ad copy from those needed for long-form landing page or email content.
Session 2Codifying Brand Voice and Terminology for AI Tools
- Extract tone-of-voice attributes from existing brand guidelines and translate them into prompt-ready descriptors.
- Build a terminology list of preferred and banned words that an AI tool must follow across every campaign asset.
- Create reusable prompt templates for each core format: social posts, email subject lines, and product descriptions.
- Test a style guide against multiple AI tools to confirm consistent tone output before wider team rollout.
02Iterative Drafting and AI-Assisted Ideation
2 sessions · 8 points
Session 1Generating and Refining Campaign Concepts
- Generate multiple headline and angle variations for a single offer using divergent prompting techniques.
- Apply constructive prompt refinement, adjusting tone, length, and emphasis across successive drafts.
- Combine AI-generated fragments with human-written hooks to produce copy that reads as authentically crafted.
- Identify when an AI draft has drifted into generic phrasing and needs a fresh prompt rather than further editing.
Session 2Adapting Copy Across Channels and Formats
- Repurpose a single core message into channel-specific variants for paid social, search ads, and email.
- Adjust prompt instructions for character limits, platform tone norms, and call-to-action conventions per channel.
- Localise AI-drafted copy for regional audiences while preserving core brand messaging and claims.
- Batch-produce copy variants for A/B testing without sacrificing coherence across the test set.
03Editing, Fact-Checking, and Originality Control
2 sessions · 8 points
Session 1Human Editing of AI-Generated Copy
- Apply a structured edit pass that checks AI copy for accuracy, tone drift, redundancy, and clarity before submission.
- Rewrite AI-generated claims that are vague, exaggerated, or unsupported into specific, defensible statements.
- Cut AI-typical filler phrasing and restore a natural cadence that matches human-written brand copy.
- Document each substantive edit made to an AI draft to build an audit trail for compliance review.
Session 2Fact-Checking and Originality Assurance
- Verify every factual claim, statistic, and product detail in AI-generated copy against a trusted source before approval.
- Run originality checks to confirm AI output does not closely reproduce competitor or third-party content.
- Flag AI-generated content that references outdated pricing, discontinued products, or superseded claims.
- Maintain a source log linking each verified claim in the final copy to its supporting evidence.
04Governance, Review Workflows, and Performance Measurement
2 sessions · 8 points
Session 1Building a Compliant AI Copy Review Workflow
- Design a review pipeline that routes AI-assisted copy through brand, legal, and regulatory checkpoints before publishing.
- Assign clear ownership for each review stage so AI-generated copy cannot bypass required sign-offs.
- Set escalation rules for copy that makes health, financial, or environmental claims requiring specialist review.
- Record tool version, prompt, and reviewer decisions for each published asset to support future audits.
Session 2Measuring Efficiency and Quality Gains
- Compare turnaround time and revision cycles between AI-assisted and fully manual copywriting workflows.
- Track engagement and conversion metrics for AI-assisted copy against a manual-copy control group.
- Collect reviewer feedback on AI draft quality to refine prompt templates and style guides over time.
- Report on cost and capacity gains from AI-assisted copywriting to justify continued tool investment.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
Complete your registration
We will contact you within one business day to confirm.
Ready to start?
Reserve your seat and start building the skill.