BAM Training: AI & Marketing Academy

In the rapidly evolving world of marketing, understanding and leveraging artificial intelligence (AI) is no longer optional, it’s essential. BAM’s AI & Marketing Academy is designed to equip professionals with the knowledge, tools, and hands-on experience needed to harness AI’s potential. Through a series of expert-led modules, you’ll gain insights into the latest AI advancements and practical techniques for integrating them into your marketing strategies.

Dates: September 29, October 8, October 20, November 17 & November 26.

Module 1. Impact of AI in marketing (29/09/26)

• Evolution of AI and its impact on marketing practice today
• Presentation of the main AI assistants (ChatGPT, Copilot, Mistral, etc.) and understanding their differences and complementarities.
• Demonstration of the current and future capabilities of AI Assistants
• Introduction to AI Agents and their potential for automation. What this means for the customer experience
• Concrete use cases in various marketing fields
• Teacher: David Grunewald, Founder @ pluginto.ai

Module 2. Master advanced prompting techniques (08/10/26)

• Basic principles of effective prompting. What are promoting structures and methods?
• What tools can you use to improve your prompts?
• Practical exercises: use of “advanced” prompts for market analysis, social networking campaigns, data analysis, research summaries, persona development, etc.
• Creation of a customized prompts library
• Teacher: David Grunewald, Founder @ pluginto.ai

Module 3. New research and analysis methods (08/10/26)

• Google’s limitations and new AI search tools (Perplexity, SearchGPT, STORM, etc.)
• Advanced research techniques for market analysis and competitive intelligence with Perplexity
• Using Notebook LM to analyze documents and create podcasts
• How to generate automated reports and summaries
• Practical exercises on real marketing cases
• Teacher: David Grunewald, Founder @ pluginto.ai

Module 4. Automating marketing tasks (20/10/26)

• Why create GPTs and how (no coding knowledge required)
• Automating recurring tasks (press reviews, social posts, etc.)
• Integrating AI into existing marketing workflows
• Discover the potential of RAG (Retrieval Augmented Generation) for marketing departments
• Practical workshop: creating your own personalized AI assistant (GPT)
• Teacher: Olivier Van Duyse, Managing Partner @ US

Module 5. Finding your way around image and video generation solutions (17/11/26)

• Presentation of the different image generation tools. Advantages and limitations. Rights of use. (Midjourney, DALL-E, Firefly, Flux, Ideogram, Leonardo…)
• Tools for creating videos with AI for your SRs
• Voice cloning and avatar creation
• Teacher: Annelies De Boeck, Lead of AI & Creative @ US

Module 6. Generating podcasts and avatars (17/11/26)

• Overview of different tools to facilitate podcast production
• Generating and editing sound and voice cloning for your content (ElevenLabs, …)
• How to create your own avatar for internal/external communication
• Legal considerations
• Teacher: Annelies De Boeck, Lead of AI & Creative @ US

Module 7. Ethics and security of AI in marketing (26/11/26)

• Ethical issues surrounding the use of AI
• Legal and regulatory framework (intellectual property, RGPD, etc.)
• Data security and confidentiality
• Algorithmic biases and their impact
• Best practices for responsible use of AI
• Teacher: Karine Ysebrant, Consultant