FORMATION IA
L'IA pour les Directeurs Marketing et CMO
Permettre aux leaders marketing d'exploiter l'IA pour la personnalisation, la vélocité de contenu et la croissance mesurable.
Ce qu'elle couvre
Ce programme offre aux CMO et responsables marketing senior une maîtrise stratégique et opérationnelle de l'IA dans la stack marketing moderne. Les participants explorent la personnalisation pilotée par l'IA, l'intégration CDP, les frameworks de vélocité de contenu, l'attribution multi-touch et la restructuration des relations agences. Les sessions combinent discussions entre pairs, études de cas réels et évaluation pratique d'outils pour aboutir à une feuille de route IA concrète.
À l'issue, vous saurez
- Design a phased AI adoption roadmap for your marketing function with clear KPIs and ownership
- Evaluate and select AI-powered personalisation and CDP solutions against your organisation's data maturity
- Build a content velocity operating model using generative AI while maintaining brand governance
- Interpret AI-driven attribution models and translate them into budget allocation decisions
- Define new agency and in-house team structures that leverage AI without sacrificing creativity or control
Sujets abordés
- AI strategy and roadmap for the marketing function
- Personalisation engines and AI-powered segmentation at scale
- Customer Data Platforms (CDP) integrated with AI and ML
- Generative AI for content velocity: briefing, creation, and governance
- Multi-touch attribution and AI-driven marketing mix modelling
- Restructuring agency and in-house team workflows in the AI era
- Ethical AI, data privacy, and GDPR considerations in marketing
- Measuring ROI and building the business case for AI marketing investment
Modalité
Delivered as a blended programme over 4-6 weeks: two full-day live workshops (in-person or virtual) bookending three self-paced online modules. Live sessions are highly interactive, with 60% discussion and case-study work and 40% structured input from facilitators. Participants receive access to a curated AI marketing tool sandbox, a peer cohort channel, and a post-programme 60-minute strategic review session. Materials include a CMO AI Playbook, vendor evaluation scorecard, and attribution model templates.
Ce qui fait que ça marche
- Appointing a dedicated AI marketing lead or champion within the marketing leadership team
- Running a time-boxed pilot on one channel or campaign before scaling AI initiatives organisation-wide
- Co-creating AI content governance guidelines with legal, brand, and agency partners from day one
- Tying AI adoption milestones to existing OKR cycles to maintain executive accountability
Erreurs fréquentes
- Delegating AI adoption entirely to the data or IT team without marketing leadership ownership
- Investing in AI tooling before establishing clean, unified customer data foundations in a CDP
- Treating generative AI as a cost-cutting tool only, missing revenue and personalisation upside
- Failing to renegotiate agency contracts and SLAs to reflect AI-accelerated production timelines
Quand NE PAS suivre cette formation
This programme is not the right fit for marketing managers who need hands-on technical skills in prompt engineering or data pipelines — they should attend a practitioner-level AI marketing tools workshop instead.
Fournisseurs à considérer
Sources
Cette formation fait partie d'un catalogue Data & IA construit pour les leaders sérieux sur l'exécution. Lancez le diagnostic gratuit pour voir quelles formations sont prioritaires pour votre équipe.