Marketing is one of the functions where AI delivers the most visible, immediate productivity gains. Content creation, campaign planning, analytics interpretation, competitor analysis — these are tasks where AI can save 60-80% of the time while maintaining (and often improving) quality.
But marketing also carries unique risks. Brand voice consistency, factual accuracy in claims, regulatory compliance for advertising, and originality are all critical. A generic AI course teaches your team to use ChatGPT. A marketing-specific AI course teaches them to use AI in a way that strengthens your brand, accelerates your pipeline, and protects your reputation.
For marketing teams across Southeast Asia — particularly in Malaysia, Singapore, and Indonesia — AI also opens up multilingual content capabilities that were previously only available to teams with dedicated translation resources. A single marketing professional can now produce consistent content across English, Bahasa, and Mandarin with AI assistance.
Pertama Partners' LENS programme (AI for Marketing Teams) is a 2-5 day programme that covers the full spectrum of marketing AI applications, from content creation to analytics, with the governance frameworks that protect brand integrity.
Understanding AI capabilities in the specific context of marketing work — what it does brilliantly, where it needs human oversight, and how to integrate it into creative workflows.
The core module — content creation is where marketing teams see the fastest and largest time savings.
Blog and long-form content:
Social media content:
Email marketing:
Advertising copy:
Marketing teams collect vast amounts of data. AI helps turn numbers into narratives that drive decisions.
Staying ahead of competitors requires regular intelligence gathering. AI accelerates research and synthesis.
AI accelerates the planning phase of campaigns — from strategy to execution timelines.
The biggest concern marketing leaders have about AI: will it dilute our brand? This module ensures AI-generated content sounds like your brand.
| Governance Area | Rule | Rationale |
|---|---|---|
| Factual claims | Every factual claim in AI-generated content must be verified before publishing | AI can fabricate statistics, quotes, and references |
| Brand safety | All AI content must be reviewed against brand guidelines before publishing | AI defaults to generic tone without skilled direction |
| Regulatory compliance | Advertising claims must comply with ASA (MY), ASAS (SG), and local advertising standards | Legal and regulatory risk |
| Disclosure | Follow company and platform policies on AI-generated content disclosure | Transparency and regulatory trends |
| Originality | AI content must be substantially edited and enhanced by human marketers | Plagiarism risk and content quality |
| Customer data | Never input customer lists, CRM data, or personal data into public AI tools | PDPA compliance |
| Competitive intelligence | Never input confidential competitive intelligence into public AI tools | Information security |
Hands-on session where participants build a comprehensive prompt library for their marketing function.
| Task | Without AI | With AI | Time Saved |
|---|---|---|---|
| Blog post first draft (1,000 words) | 3-4 hours | 45-60 min | 75% |
| Social media content calendar (1 month) | 4-6 hours | 1-1.5 hours | 75% |
| Email campaign sequence (5 emails) | 6-8 hours | 1.5-2 hours | 75% |
| Campaign performance report | 3-4 hours | 45-60 min | 75% |
| Competitor analysis report | 4-6 hours | 1-2 hours | 70% |
| Campaign brief | 2-3 hours | 30-45 min | 75% |
| Ad copy variants (10 options) | 2-3 hours | 20-30 min | 85% |
| Landing page copy | 2-3 hours | 30-45 min | 75% |
| Tool | Marketing Use Case | Why It Matters |
|---|---|---|
| ChatGPT | Content creation, social media, ad copy, brainstorming | Most versatile for high-volume marketing content |
| Claude | Long-form content, thought leadership, nuanced messaging | Excels at producing distinctive, well-structured long-form pieces |
| Microsoft Copilot | Email campaigns (Outlook), presentations (PowerPoint), reports (Excel) | Integrates with M365 marketing workflows |
| AI image tools | Visual content ideation, creative direction, mood boards | Mentioned for awareness — not deep-dive coverage |
| Format | Duration | Best For | Group Size |
|---|---|---|---|
| Full Marketing AI Programme | 2 days (16 hours) | Complete marketing team transformation | 10-25 |
| Content Creation Intensive | 1 day (8 hours) | Teams focused on content output | 10-25 |
| Analytics and Reporting Focus | Half day (4 hours) | Data-driven marketing teams | 10-20 |
| CMO and Marketing Leaders Briefing | 2 hours | Marketing leadership strategic overview | 5-15 |
| Train-the-Trainer | 2 days | Marketing team members who will train others | 5-10 |
| Data Category | Can Use with AI | Conditions |
|---|---|---|
| Public company information and messaging | Yes | Standard content creation |
| Industry data and public market research | Yes | Verify accuracy of all AI-generated statistics |
| Brand guidelines and voice documents | Yes | Essential for consistent AI outputs |
| Customer testimonials (with permission) | Yes | Only published/approved testimonials |
| Customer CRM data and personal information | No | PDPA compliance |
| Confidential pricing or financial data | No | Competitive intelligence protection |
| Unpublished product roadmap information | No | Information security |
| Metric | Before Training | After Training |
|---|---|---|
| Content output per marketer per week | 2-3 pieces | 8-12 pieces |
| Time from brief to first draft | 1-2 days | 2-4 hours |
| Campaign planning cycle | 2-3 weeks | 1 week |
| Ad copy variants per campaign | 3-5 | 15-25 |
| Brand voice consistency (peer review) | Variable | Consistently on-brand |
| Marketing team capacity (campaigns per quarter) | Baseline | 40-60% increase |
Marketing AI training delivers ROI through both efficiency gains and revenue impact. Consider a marketing team of 8 professionals:
The revenue impact compounds over time. More content means more SEO traffic, more social engagement, and more leads entering the pipeline. Faster campaign cycles mean more campaigns per quarter, each generating incremental revenue. Marketing teams consistently report that AI training is the highest-ROI investment available to them.
Will AI-generated content hurt our SEO? No — provided it is substantially edited, enhanced, and reviewed by human marketers. Search engines penalise low-quality, mass-produced content, not AI-assisted content that provides genuine value. The course teaches how to use AI as a starting point that humans then elevate with expertise, original insights, and brand voice. The result is higher-quality content produced more efficiently.
How do we maintain brand voice when everyone on the team uses AI? This is exactly why a marketing-specific AI course matters. The brand voice module teaches your team to create brand voice reference prompts — shared templates that encode your tone, vocabulary, and style rules. When every team member uses the same brand voice prompt as a foundation, AI outputs are more consistent than outputs from multiple human writers working independently.
Can AI replace our content team? No. AI accelerates content production and reduces time on first drafts. But strategy, original insights, creative direction, quality assurance, and brand stewardship require human marketers. Teams that try to replace writers with AI see a decline in content quality and brand differentiation. Teams that use AI to empower writers see a dramatic increase in both output and quality.
Is AI-generated marketing content compliant with advertising standards? AI does not understand advertising regulations. Every claim, statistic, and comparison in AI-generated marketing content must be reviewed for compliance with local advertising standards (ASA in Malaysia, ASAS in Singapore, and applicable Indonesian regulations). The governance module teaches marketers to build compliance checking into their AI content workflow.
Yes, with the right approach. The course teaches how to use brand voice guides as AI inputs, iterate on tone and style, and blend AI-generated structure with human creativity. The key is using AI as a first-draft accelerator, not a final-draft publisher.
Avoid using AI for: factual claims without verification, testimonials or case studies (must be real), legal/compliance copy without review, and any content that requires original data or proprietary insights. AI is a drafting tool, not a source of truth.
