Revolutionise your digital strategy with generative AI
Generative AI in Digital & Social Media Marketing
AI is rapidly transforming digital and social media marketing. From ChatGPT, Claude and Microsoft Copilot through to Meta AI, Google AI Overviews, Reels, TikTok search and AI-powered advertising systems, marketers are facing major changes in how content is created, campaigns are optimised, audiences are reached and brands build visibility online.
This advanced two-day masterclass explores how marketers should adapt their workflows, content strategy and digital marketing activity for the AI era.
*GST charged in Australia only
What you will learn
✓ How ChatGPT, Claude, Gemini and Microsoft Copilot are reshaping content creation, digital marketing and social media workflows.
✓ How to use AI tools, copilots and AI agents to improve productivity, planning, research, reporting and campaign execution.
✓ How AI-powered algorithms, Reels, Meta Advantage+, recommendation systems and AI-driven advertising are reshaping social media strategy and content performance.
✓ How to build modular content systems across search, social, PR, influencer marketing and owned media channels.
✓ How to improve visibility across Google AI Overviews, Perplexity, TikTok search, Reddit, LinkedIn and AI-powered discovery platforms.
✓ How to optimise content for AI-generated answers, citations and Answer Engine Optimisation (AEO) using structured content and schema.
✓ How to track AI visibility, monitor AI citations and adapt marketing strategy for increasingly AI-driven digital ecosystems.
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BOOKING OPTIONS
COURSE ONLY
ONE DAY ONLY-
In-Person Training attendance to either Day One or Day Two only.
OR
MEMBERSHIP
12 MONTH ACCESS-
2 x In-Person Training Days
-
12 months of ongoing online Training, help & support
Why do this course?
Marketing teams are under growing pressure to deliver more content, more visibility and stronger performance with fewer resources and faster turnaround times. At the same time, AI is rapidly reshaping how brands are discovered, how social platforms distribute content, how advertising systems optimise campaigns and how audiences engage online.
Platforms like Meta, Google, LinkedIn and TikTok are increasingly automating discovery, targeting, optimisation and content delivery, while AI-powered search experiences and recommendation systems are changing how brands compete for attention and visibility. As AI-generated content floods digital channels, marketers also face growing pressure to maintain quality, differentiation and trust in increasingly crowded and algorithm-driven environments.
Modern marketing teams now need new approaches to content production, workflow design, discoverability, social media strategy and digital visibility. This highly practical masterclass is designed to help marketers adapt to these changes, combining strategic insight, platform updates and practical frameworks that can be applied immediately across content, social media, advertising and digital marketing operations.
Course Outline
DAY ONE:
AI Strategy, Content &
Online Discovery
Discovery, visibility and marketing operations in the AI era
Upgrading marketing strategy for the AI era
- Adapting marketing strategies for AI-driven customer journeys and fragmented discovery behaviours
- Rethinking owned media, visibility and content investment as platforms automate distribution
- Responding to pressure for faster production, leaner teams and always-on content demands
- Balancing automation, efficiency and scalability without losing brand distinctiveness
Embedding AI into marketing operations and teams
- Evaluating ChatGPT, Claude, Copilot and specialist AI platforms across marketing functions
- Integrating AI into existing workflows, approval processes and operational structures
- Evaluating when to use horizontal AI tools versus specialist marketing AI platforms
- Governance, oversight, risk management and operational transformation in AI-enabled teams
Workflows, copilots and intelligent automation
- Using AI for strategic planning, audience research and campaign development
- Streamlining CRM, email marketing and customer lifecycle communications with AI
- Designing AI-assisted workflows that reduce manual production and reporting bottlenecks
- Using AI-assisted insight extraction, reporting and decision support to improve speed and productivity
Modular content systems and scalable content operations
- Building modular content ecosystems that scale across search, social, PR and owned media
- Structuring content for repurposing, adaptation and multi-platform discoverability
- Scaling content production without sacrificing expertise, originality or strategic clarity
- Structuring content ecosystems that improve discoverability across search, social and AI platforms
Search, discovery and visibility in the AI era
- Google AI Overviews, Perplexity and the rise of conversational discovery experiences
- How AI-powered search and recommendation systems are reshaping customer behaviour
- Why search, social, PR, creator marketing and community signals are increasingly converging
- Adapting visibility strategies as AI increasingly intermediates customer discovery journeys
Answer Engine Optimisation (AEO) and citation strategy
- Optimising content for AI-generated answers, summaries and citations
- Structuring content for conversational search and retrieval-driven discovery systems
- Building authority through entities, expert signals and machine-readable content structures
- Understanding how SEO evolves as AI systems increasingly mediate visibility and traffic
Visibility measurement and discoverability analytics
- Measuring share of AI voice across AI-powered search and discovery platforms
- Tracking AI citations, summaries, recommendations and brand inclusion patterns
- Monitoring discoverability across ChatGPT, Gemini, Perplexity and AI search environments
- Developing visibility intelligence frameworks beyond rankings, clicks and referral traffic
DAY TWO:
AI & Social Media Marketing Masterclass
Social strategy, creative, advertising and audience growth in the AI era
Competing for attention on AI-driven social platforms
- Understanding how AI-curated feeds are reshaping reach, engagement and audience attention
- Adapting social strategies as recommendation systems replace follower-based distribution
- Understanding how major platforms are redesigning feeds, discovery and engagement around AI
- Competing for visibility in increasingly saturated, algorithmic and creator-led environments
AI-driven reach, discovery and audience growth
- How recommendation systems influence discovery, reach and audience growth across platforms
- The growing role of Reels, short-form video and engagement signals in social visibility
- Understanding behavioural signals, watch-time optimisation and AI-curated distribution
- Developing social growth strategies built around recommendation systems rather than follower graphs
Social workflows, automation and campaign planning
- Using ChatGPT, Claude and Copilot to accelerate planning, ideation and campaign workflows
- Automating publishing, reporting and social listening processes without losing strategic oversight
- Reducing production bottlenecks through AI-assisted publishing, planning and reporting workflows
- Using AI to identify trends, audience behaviours and emerging content opportunities
Video, creative and next-generation content production
- Using generative AI tools to accelerate video, creative and social content production
- Developing scalable Reels, TikTok and creator-style short-form video workflows
- Streamlining scripting, editing, ideation and creative iteration using AI-assisted production tools
- Maintaining originality, creative quality and brand distinctiveness in AI-generated content environments
Advertising automation and campaign optimisation
- Adapting paid social strategies as platforms automate targeting, optimisation and delivery
- Navigating Meta Advantage+, broad targeting and AI-assisted media buying strategies
- Improving creative performance through AI-driven testing and optimisation workflows
- Balancing automated advertising systems with human strategy, oversight and commercial judgement
Creators, communities and AI-driven influence
- Understanding the growing role of creators, communities and trust in social visibility
- Navigating AI creators, synthetic influencers and evolving authenticity challenges
- Building creator partnerships, employee advocacy and community-led engagement strategies
- Leveraging creator ecosystems to strengthen discoverability, authority and audience growth
Social performance, analytics and optimisation
- Using AI-assisted analytics to improve performance interpretation and strategic decision-making
- Measuring engagement quality, audience signals and content effectiveness beyond vanity metrics
- Improving paid social, creator and creative performance through optimisation frameworks
- Identifying which engagement and performance signals matter most in AI-curated feeds
DATES & LOCATIONS
SYDNEY
DATE: 4 – 5 AUGUST 2026
TIME: 9AM – 3.30PM
Karstens, Level 1/111 Harrington St
The Rocks NSW 2000
MELBOURNE
DATE: 28 – 29 JULY 2026
TIME: 9AM – 3.30PM
Karstens, 123 Queen St
Melbourne VIC 300
BRISBANE
DATE: 11 – 12 AUGUST 2026
TIME: 9AM – 3.30PM
Karstens, Level 24/215 Adelaide St, Brisbane City QLD 4000
PERTH
DATE: 18 – 19 AUGUST 2026
TIME: 9AM – 3.30PM
Karstens Perth, Level 1/111 St Georges Terrace, Perth WA 6000
Who is this course for?
This course is designed for marketers, social media teams, communications professionals, content leaders and digital decision-makers navigating the rapid rise of AI across marketing, search, social media and customer discovery.
Whether you’re adapting to AI-driven search, scaling content production, improving campaign performance or rethinking social strategy for AI-curated feeds, this course will help you build more effective, efficient and future-ready marketing operations.
It’s ideal for:
Marketing managers
Marketing leaders looking to integrate AI into strategy, workflows, content operations and customer acquisition across channels.
PR & comms specialists
Communications professionals adapting to AI-driven discovery, digital visibility, reputation management and converging search and social ecosystems.
Content creators
Content teams looking to scale production, improve discoverability and build modular content systems for AI-powered platforms.
Advertising professionals
Paid media and advertising specialists navigating AI-driven targeting, campaign automation, Meta Advantage+ and creative optimisation.
Social media specialists
Social teams adapting to AI-curated feeds, recommendation systems, Reels, creator ecosystems and changing engagement signals.
Business leaders
Senior decision-makers exploring how to operationalise AI responsibly while improving efficiency, visibility, productivity and marketing performance.
Whether you work in marketing, communications, content, social media or digital strategy, this course will provide practical frameworks, operational guidance and strategic insight to help future-proof your marketing in the AI era.
Your SMK Instructor
James Fitzgerald
Executive Director of Programming, SMK
James Fitzgerald is the Executive Director of Programming at SMK, a specialist learning and development organisation focused on helping businesses adapt to rapidly evolving digital, social and AI-driven marketing environments. James leads the development of SMK’s corporate education programmes across AI, social media, digital strategy, search, content, advertising, analytics and marketing transformation.
One of the most respected digital marketing educators in APAC, James has trained more than 15,000 senior marketers, communications professionals and business leaders across enterprise, government and high-growth sectors. His programmes focus on the practical and strategic implications of emerging technologies, helping organisations respond to changing customer behaviour, AI-driven discovery, platform disruption and evolving digital ecosystems.
James has delivered training and strategic education programmes for organisations including the United Nations, Air New Zealand, MYER, McDonald’s, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and numerous government departments across the APAC region.