1
Writing a brief AI can work with
Turn a loose request into a clear one: who it's for, what you need, by when, and how you'll know it worked.
One day · in person · bring a laptop
Working with AI on Customer Data
Brief it well. Check what it gives you. Decide what it can do on its own.
AI tools can now build audiences, answer questions about your customers and adjust campaigns by themselves. They're fast and useful, and they work best for marketers who know how to brief them, how to read what comes back, and which decisions to keep for themselves. This workshop teaches those three skills, hands-on, in a learning environment built for the day.
Register interest
In-house dates and price to follow.
Brief it
Ask for what you need in a way an AI tool can act on, with a clear goal and limits.
Check it
Read the answer behind the number: the data, the definitions and what was covered.
Decide it
Agree which decisions AI makes by itself, which it suggests, and which stay with people.
01 · The learning environment
Hands-on practice, without touching your own data
Every exercise runs in a closed environment in your browser, built for the course. You practice on a realistic company, so you can try things and try again with nothing at stake.
- A practice company. Customers, orders, emails and campaigns that feel like the real thing.
- An AI assistant. Ask it questions, brief it and review its answers.
- A quiz after each section. Five minutes to check what stuck, with every answer explained.
- Your learning report. A PDF of your work, your results and what to practice next.
Which customers haven't bought in 90 days but still open our emails?
Here's who matches, and how I worked it out.
1,284
customers match
Open the details to see how this was worked out.
- Tables used
customersordersemail_events- Definitions
- Bought: a completed order, refunds excluded.Opens our emails: at least one open in the last 30 days.
- Data coverage
- Web shopAppStores, not connected
02 · The day
Six modules, 09:00 to 16:30.
Brief it
2
Setting goals and limits
Give an AI tool a goal with a measure, a deadline, and a line it must not cross to get there.
Check it
3
Reading the answer, not just the number
See which data, definitions and sources sit behind an AI answer, and what they mean for you.
4
Checking before you act
Simple habits that take minutes: ask again, ask what's missing, and look at a sample of the results.
Decide it
5
Deciding what AI does on its own
For one campaign, agree which decisions AI can make by itself, which it should suggest for approval, and which stay with people.
6
Asking the right questions in a demo
A short list of questions for the next time a vendor shows you an AI feature.
What you leave with
- A brief template you can reuse
- A goal with clear limits for a real campaign
- A decision map for your team
- A question list for AI demos
- Your personal learning report
Who it's for
Marketers who use, or are about to use, AI tools for audiences, campaigns or reporting, and the people who choose and run those tools.
No technical background needed.
Format
In person, 09:00 to 16:30. Bring a laptop.
Tool-neutral. The skills work in whichever AI tools your company uses.
It pairs with Talking to Data Engineering. Book either day on its own, or both.
03 · Register interest
Not running in-house yet.
It runs first with BLC Academy in Copenhagen, 2027. The in-house version follows. Leave your details and I'll write when there are dates.
Register interest
Four questions. You get a confirmation straight back, with my calendar in case you'd rather talk before there are dates.
Talk first
Thirty minutes, free. You tell me what's going on, I tell you honestly whether this workshop is the right step or whether you need something else.
Book an intro call