From isolated tricks to a marketing team that is genuinely faster.
Most marketing teams use AI for copy and leave the rest alone. Yet it handles audience analysis, campaign structure, test hypotheses and reporting just as well. In this deep dive we work through the four roles every marketing team fills, with your own brand as the case.
- Duration
- Half a day, 3 to 4 hours
- Format
- In-company, hands-on with your own brand and data
- Group size
- 6 to 12 participants
- Level
- You work in marketing daily and know the basics of prompting
- Language
- Dutch or English
- Location
- At your office, or online
Who it is for
This session is for
- In-house marketing teams that want to go further than generating copy
- Marketers who have the basics and want to apply them to their own craft
- Teams serving many brands, markets or languages with a small headcount
- Marketing managers who want to see where the gain sits in their process
And not for
- Teams not yet working with AI — start with Getting started with AI
- Agencies working for several clients at once — that is AI for media agencies
- Specialists who mostly live in ad platforms — see the performance marketing masterclass
Is your situation listed above? Say so in the request and we will point you to the session that does fit.
What it delivers
After this session you can
- Have AI produce an audience and competitor analysis you can actually build a strategy on
- Write campaign copy to a framework rather than by feel, in your own tone of voice
- Set up campaign structure, keywords and test hypotheses with AI as a sparring partner
- Have a report condensed into something a board reads in two minutes
- Build a GPT that knows your brand voice, audiences and guidelines
- Recognise where AI saves time in your process and where it only adds noise
Programme
What the session looks like.
- 20 min
Where the time goes now
We start with your own week: which tasks take disproportionate time and which of those lend themselves to this. That decides where we put the weight.
- 45 min
Thinking like a strategist
Audiences, segmentation, competitor analysis and KPIs. We work on one real question of yours and have AI propose an approach per channel, with funnel role and measurement point.
- 45 min
Thinking like a creative
Hooks, rewriting in tone of voice and the copy frameworks that actually work. Plus visual briefing: from description to something a designer can use.
- 40 min
Thinking like a campaign builder and analyst
Ad variants within the platform's limits, clustering keywords by intent, and turning a dashboard or export into advice with priorities.
- 40 min
Capturing knowledge and building a GPT
The difference between a project and a custom GPT, and how to record brand voice and guidelines once so the whole team starts from the same place. We build one live.
- 20 min
Priorities and the next thirty days
What do you pick up first, who owns it, and where will it probably get stuck.
An indication, not a timetable. After the intake we move blocks around, or drop one, if your situation calls for it.
What you take home
Tangible, and yours.
- A prompt library per role: strategy, copy, campaign and analysis
- The brand GPT we build together, including the system prompt behind it
- The worked-out analysis of the question we tackled during the session
- The thirty-day plan, one theme per week
Preparation
What you arrange beforehand.
- A laptop per participant and a paid AI account
- A brand or tone-of-voice document, even an unfinished one
- One real campaign question you will be working on in the coming months
- An export or screenshot of a report you produce regularly
This is the most common reason a session only half succeeds: accounts that do not work or missing permissions. We send this list with the confirmation too, but sort it out earlier if you can.
The trainers
We run every session together.
We are not a training institute but an agency that does this work. What we show runs at clients, not only in the classroom.
Michael van Wijhe
Founder, performance marketing and data
Works daily on campaigns, dashboards and scoring models for clients in the Netherlands, Belgium, Germany and Central Europe.
Maarten Clement
Founder, AI workflows and automation
Builds the workflows, GPTs and integrations that survive a session. From first prototype to something that runs every day.
Investment
What determines the investment.
We do not put a price on the site, because no two sessions are the same. What does determine the price we can happily explain — so you know what you are looking at before you ask.
Number of participants
Up to fifteen works well. Above that we split the group, and that changes the setup.
Duration
Half a day or a full day. A full day is not two half days: it adds practice, not theory.
Degree of tailoring
Working with your own accounts, data and campaigns means preparation on our side.
Location
At your office, at ours, or online.
You get a programme proposal with a fixed price within one working day, no strings attached.
Would you rather see a price first and sign up on your own? The masterclass performance marketing and AI is also in the open programme at NIMA.
Practical
Other things worth knowing.
In-company, no open enrolment
We come to you and the session is about your work. The masterclass via NIMA is the one exception.
Always two of us
One in front of the group, one walking around. In hands-on work that is the difference between keeping up and dropping out.
Dutch or English
Mixed teams too: we run the session in English when that works better, materials included.
Rescheduling is fine
Free of charge up to two weeks beforehand. After that we find a solution together.
Frequently asked
What people ask us beforehand.
What does it cost?
That depends on the number of participants, the duration, how much tailoring is involved and where we run it. Request the programme: within one working day you have a proposal with a fixed price, no strings attached.
Can a single person sign up?
Not for our own sessions: those are in-company and built around your team's work. Anyone wanting to attend alone can join the masterclass performance marketing and AI, which is also in the open programme at NIMA.
How quickly can you do this?
A session can usually be scheduled within three to four weeks. If you are in a hurry, say so — sometimes it can be sooner.
What happens after I submit the form?
We read your request and call or email within one working day for a short twenty-minute intake. The programme proposal with the price follows after that. You are not committed to anything.
Do participants get a certificate?
From us you get a confirmation of attendance, not an examined qualification. If you want an examined certificate, the NIMA route is the right one.
Does this help with the AI literacy obligation under the AI Act?
Yes. The AI literacy obligation has applied since February 2025. The AI Omnibus (July 2026) made it lighter: organisations must support the AI knowledge of their staff rather than guarantee a specific level. Our sessions cover safe use, privacy and the limits of a model as standard, and you get a participant list to evidence who has been trained. We are not an examining body; for a formal certificate we point you to NIMA.
Do we have to use our real data?
It works far better, and it is exactly why we ask about licences beforehand: on a business subscription your data is not used to train models. If you would rather not, we work with an anonymised export. That costs some sharpness but works fine.
We run several brands or countries. Does that fit?
Especially then. The part about capturing knowledge in projects and GPTs is largely about that: how to set up a starting point per brand or market without doing everything twice.
Request
Request programme and price.
You get a proposal with a fixed price within one working day. No strings attached, and without having to sit through a demo first.
- We reply within one working day.
- In the call we sharpen the bottleneck together. That costs you an hour.
- If it fits, we build a working prototype within five working days. Free of charge.
Other sessions
Not quite the right fit?
AI for media agencies
An afternoon, 2.5 to 3 hours
AI for copywriters
Half a day, 3 to 3.5 hours
AI for developers
Half a day, 3.5 to 4 hours
