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Insights series

AI 101: a practical introduction to AI for marketing teams

Six short, practical guides that take a marketing team from its first chat to knowing when an agent is worth building. Read them in order, or jump to what you need.

Start with part 1
  1. Part 1

    Chat, skills, agents and coding agents: what's the difference?

    Four ways to put AI to work, from a conversation you drive to software that acts on its own. Here's what each one is, what it's good for, and how to choose.

    7 min readRead part 1
  2. Part 2

    How AI language models work: a plain-English guide for marketers

    What is actually happening when you type into ChatGPT, Claude or Gemini, why it sometimes gets things wrong, and what that means for how your team should use it.

    7 min readRead part 2
  3. Part 3

    How to write AI prompts that work: a practical guide for marketing teams

    Good prompts are mostly good briefs. Here is a framework your team can use today, templates for common marketing tasks, and a sense of when a prompt should become something you save.

    7 min readRead part 3
  4. Part 4

    How to choose AI tools for your marketing team

    New AI tools launch every week, and most marketing teams already pay for more AI than they use. The way through is to start from the work, test candidates on your own examples, and buy only what earns a place.

    7 min readRead part 4
  5. Part 5

    An AI usage policy for marketing teams: what to include

    Your team is already using AI, with or without permission. A one-page policy with clear rules does more to protect the brand than a ban nobody follows. Here is what to put in it, plus a template you can copy.

    8 min readRead part 5
  6. Part 6

    Your first 30 days with AI: a practical plan for marketing teams

    A marketing team can get real value from AI in a month without a big program. Pick a few tasks, measure how long they take today, try AI on real work, keep what helps and drop what doesn't.

    7 min readRead part 6

Put it into practice

Try a free agent, or plan your first one.

The fastest way to learn is to use AI on real work. Start with our free Campaign QA agent for Claude, or talk to us about the AI agents worth building for your team.

Next step

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