Transform marketing workflows with Copilot, ChatGPT & Claude
Copilot, ChatGPT & Claude for Marketing & Communications
AI is rapidly transforming marketing and communications operations. From ChatGPT, Claude and Microsoft Copilot through to AI agents, workflow automation and conversational discovery systems, organisations are facing major changes in how content is produced, workflows are managed, teams collaborate and brands build visibility in increasingly AI-mediated environments.
This advanced two-day masterclass explores how marketers and communications teams can operationalise AI across workflows, workspaces, automation systems and digital discovery. Learn how to integrate Copilot, ChatGPT and Claude into day-to-day marketing operations, build scalable AI-enabled workflows and adapt to emerging AI-powered recommendation, visibility and zero-click discovery environments.
*GST charged in Australia only
EARLYBIRD OFFER: Save 20% until 23rd OCTOBER
What you will learn
✓ How Copilot, ChatGPT and Claude differ across reasoning, memory, integrations and operational workflows, and where each platform creates the most value for marketing teams.
✓ How to set up scalable AI workspaces using ChatGPT Team, Claude Projects and Microsoft Copilot while balancing governance, collaboration and operational control.
✓ How to train AI systems using internal documentation, organisational knowledge and reusable assets to reduce generic outputs and improve operational consistency.
✓ How to redesign marketing and communications workflows as AI reshapes production timelines, team structures and expectations to deliver more with fewer resources.
✓ How to use AI agents, connected workflows and automation systems to reduce repetitive manual work across planning, reporting, content and operational delivery.
✓ How ChatGPT, Copilot and conversational AI systems are changing brand discovery, recommendations and visibility as users increasingly search, compare and navigate through AI assistants.
✓ How zero-click discovery and AI-generated answers are reducing referral traffic, reshaping customer journeys and changing the role of websites, SEO and digital acquisition strategies.
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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 and communications teams are under increasing pressure to integrate AI into day-to-day operations while maintaining quality, consistency and strategic oversight. As platforms like ChatGPT, Claude and Microsoft Copilot become embedded across workplace environments, organisations must rethink how teams collaborate, manage knowledge, structure workflows and operationalise AI safely at scale.
Many businesses are still struggling with fragmented AI usage, inconsistent outputs and unclear governance across marketing and communications functions. Teams now need clearer approaches to workspace management, AI training, operational workflows and automation systems that can support faster execution without sacrificing brand control or operational quality.
At the same time, conversational interfaces and AI-powered recommendation systems are reshaping how brands are surfaced, evaluated and discovered online. As ChatGPT, Google AI Mode, Perplexity and AI-generated search experiences continue to reduce traditional referral traffic and reshape customer journeys, marketers must adapt to a rapidly changing visibility and discovery landscape.
Course Outline
DAY ONE:
Platforms, Workspaces &
Operational AI Systems
Setting up, training and operationalising AI across marketing and communications teams
Comparing Copilot, ChatGPT and Claude
- Comparing where each platform performs strongest across research, reasoning, writing, analysis and operational workflows
- Understanding how Copilot, ChatGPT and Claude differ in integrations, memory, context handling and collaboration capabilities
- Evaluating which platforms are best suited to enterprise operations, content systems and strategic marketing workflows
- Comparing hallucination risk, factual reliability and reasoning consistency across different AI platforms
Choosing the right AI ecosystem for your organisation
- Evaluating ChatGPT Team and Enterprise, Claude Projects and Copilot for Microsoft 365 environments
- Evaluating how tightly AI platforms integrate into workplace systems, operational workflows and organisational knowledge environments
- Assessing operational trade-offs between flexibility, governance, collaboration and security
- Avoiding fragmented AI stacks, overlapping tools and inconsistent operational adoption across teams
Setting up AI workspaces and operational environments
- Structuring collaborative AI workspaces, projects and operational environments for marketing teams
- Designing permissions, governance structures and shared AI environments across departments
- Building shared AI environments that reduce duplicated work, fragmented prompting and inconsistent outputs across teams
- Managing persistent memory, contextual retrieval and long-term organisational knowledge across AI systems
Training AI systems using organisational knowledge
- Using internal documentation, knowledge uploads and retrieval systems to improve output relevance and consistency
- Structuring organisational knowledge so AI systems can retrieve and apply information more effectively
- Turning internal knowledge, documentation and expertise into reusable AI-enabled operational systems
- Reducing generic outputs by grounding AI systems in organisational expertise, language and context
Customising AI systems for marketing and communications workflows
- Developing reusable prompt frameworks and workflow systems for repeatable operational tasks
- Customising outputs for brand voice, communications standards and organisational messaging structures
- Creating AI-assisted workflow templates across content, reporting, planning and communications operations
- Reducing inconsistent outputs and workflow inefficiencies across teams using reusable AI systems and prompt frameworks
Prompting, reasoning and AI collaboration
- Using structured prompting and reasoning workflows to improve strategic and operational outputs
- Applying iterative refinement techniques to strengthen analysis, planning and content quality
- Using AI collaboration workflows to accelerate planning, analysis and decision-making without sacrificing strategic oversight
- Designing human review, approval and oversight workflows for AI-assisted marketing and communications outputs
DAY TWO:
AI Workflows, Automation &
AI Discovery Systems
Operational execution, AI agents, discoverability and the future of AI-mediated marketing
Redesigning marketing and communications workflows with AI
- Applying Copilot, ChatGPT and Claude across campaign execution, reporting and operational delivery workflows
- Identifying where AI can remove production bottlenecks and operational inefficiencies across teams
- Redesigning workflows around AI-assisted execution rather than manual production processes
- Managing operational change, uneven AI adoption and workflow resistance across marketing teams
AI agents for marketing and communications operations
- Using AI agents for multi-step research, planning, coordination and operational support workflows
- Understanding how agents can execute chained tasks across content, reporting and communications operations
- Identifying where AI agents can replace repetitive coordination, research and operational support tasks across teams
- Evaluating where agents create meaningful productivity gains versus operational risk or oversight challenges
Connected AI systems and workflow automation
- Connecting AI systems, workplace tools and operational workflows across marketing functions
- Using Microsoft integrations, automation layers and connected operational systems to streamline execution
- Building workflow orchestration systems that reduce repetitive manual production and coordination tasks
- Connecting AI systems, workplace tools and automation layers to reduce operational friction and manual coordination
How AI assistants are reshaping digital discovery
- Understanding how conversational interfaces retrieve, interpret and prioritise brands, organisations and information
- Exploring how AI assistants are changing search behaviour, navigation patterns and customer discovery journeys
- Understanding how AI assistants increasingly determine which brands, sources and content get surfaced to users
- Understanding how AI assistants are fragmenting traditional customer journeys and reducing direct brand interaction
Influencing AI visibility, recommendations and brand inclusion
- Improving visibility across ChatGPT, Copilot and conversational AI recommendation environments
- Understanding how citations, entities, authority signals and structured information influence AI retrieval systems
- Developing discoverability strategies for AI-generated answers, recommendations and conversational interfaces
- Improving the likelihood of brands being cited, surfaced and recommended across AI-generated answers and conversational interfaces
Zero-click discovery, native AI experiences and the future of web traffic
- Understanding how AI-native experiences are reducing reliance on traditional search and referral traffic
- Exploring the commercial implications of zero-click discovery across AI assistants and conversational interfaces
- Evaluating how AI-generated answers are reshaping attribution, customer acquisition and website strategy
- Maintaining brand distinctiveness as AI-generated content and AI-mediated discovery environments become increasingly saturated
DATES & LOCATIONS
SYDNEY
DATE: 10 – 11 NOVEMBER 2026
TIME: 9AM – 3.30PM
Karstens, Level 1/111 Harrington St
The Rocks NSW 2000
MELBOURNE
DATE: 24 – 25 NOVEMBER 2026
TIME: 9AM – 3.30PM
Karstens, 123 Queen St
Melbourne VIC 300
BRISBANE
DATE: 17 – 18 NOVEMBER 2026
TIME: 9AM – 3.30PM
Karstens, Level 24/215 Adelaide St, Brisbane City QLD 4000
PERTH
DATE: 26 – 27 OCTOBER 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, communications teams, content leaders and business decision-makers looking to operationalise AI across marketing, communications and digital workflows. Whether you’re integrating ChatGPT, Claude or Microsoft Copilot into day-to-day operations, redesigning workflows around AI-assisted execution or adapting to AI-powered discovery systems, this course will help you build more scalable, efficient and future-ready marketing operations.
It’s ideal for:
Marketing managers
Marketing leaders looking to integrate AI across workflows, planning, reporting, content operations and team productivity.
PR & comms specialists
Communications professionals adapting to AI-assisted content creation, workflow automation, stakeholder communications and conversational discovery environments.
Content creators
Content and editorial teams using AI to improve operational efficiency, content systems, research workflows and scalable production.
Advertising professionals
Paid media and digital specialists exploring AI-assisted optimisation, workflow automation, campaign operations and AI-driven discovery systems.
Social media specialists
Social teams adapting to conversational discovery, AI recommendation systems, zero-click environments and changing visibility dynamics.
Business leaders
Senior decision-makers responsible for operationalising AI safely, improving productivity and preparing teams for AI-enabled ways of working.
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.