William Arruda

9 Ways to Use AI to Expand Your Personal Brand

Google

Gucci

Johnson & Johnson

Mercedes-Benz

Goldman Sachs

CEO, Reach Personal Branding

To get the most from AI, you need to use a specific approach and prepare it so you can get the best results.

The special mindset to adopt to maximize AI

AI helps you tell your story online and in person - just as you would, but better- with the right input and prompts.

The secret to getting your AI tool to speak just like you

Make your AI platform your content muse, editor, and amplifier so you can stay visible to your audience.

The best way to turn one piece of content into many

With the volume of content increasing you need AI to help make your content stand out for your audience.

How to use AI to craft content that cuts through the clutter

The world we all live in: AI skills are the #1 driver of your career trajectoryIn 2024 AI is not optional—it's a requirement regardless of the job. But AI is moving so fast that many of us feel on the verge of being left behind. Which model is best at which task? When do I switch models when they come out every week? This isn't just another tech trend. Missing out on AI fluency has career-altering consequences. Longer job searches. Delayed promotions. And soon we'll start seeing vague statements about AI skills in the essential requirements of most tech jobs. But even though AI fluency is THE skill of the 21st century, no one has defined clearly what baseline AI skill expectations look like. The Challenge: Most of us are figuring out the most important skill of our professional lives on our own. How do you level up if you don't know what you're aiming at? That's why I created this course. I believe there are two critical career level-ups in 2024: 1) Understanding which human skills are AI durable and investing in them 2) Learning how to allocate work across human and artificial intelligence Your next ten years will be mostly shaped by these two factors. And this course is designed to make sure your next ten years are great ones by equipping you with the skills, baseline knowledge, and hands-on experience you need to get rolling. The GoalYou'll walk out of this course with more than just foundational knowledge of AI, an understanding of what different models can do, and hands-on skills applying models. You'll have spent time on your own durable human skills as well. You'll have discovered a sense of what you're good at that you can invest in as a human skill alongside evolving artificial intelligence. Ultimately, you'll walk out of this course with a personal toolkit to take you through the next decade with AI. How We'll Get There The AI Career Accelerator is an intensive 3-week program designed to supercharge your knowledge of your own durable skills, fast forward your AI proficiency, and get you going on your career goals—both at work today and for the next ten years. Hands-on Experience: Get practical skills with cutting-edge AI tools like Claude, Replit, Cursor, ChatPRD, ChatGPT, and Playground. Personal Skill Assessment: Figure out your own unique human skill fingerprint, and identify the parts of your skillset likely to remain durable even as AI grows more capable. Real-World Applications: Explore how AI is actually used in various industries and roles. Project-Based Learning: Develop an AI-powered project using a 'small bets' mindset, applying your new skills to real-world scenarios. Career Strategy: Put it all together with a career strategy that leverages both your human skills and a plan around how you want to leverage the skills you learn in class to keep growing as AI evolves. Stay Ahead: Master repeatable approaches to keeping up with AI developments and trends. What sets this course apart:First, what other course helps you figure out what you are good at as a person (that isn't changing in the age of AI) AND helps you level up AI fluency? Besides a laser focus on what really matters for your career, you'll get:1. Interactive live sessions with Nate2. Practical exercises in AI that go beyond theory3. A capstone project with personalized feedback4. A workable career plan in the age of AI5. Ongoing support through a dedicated Slack community Bonus: The Generalist AdvantageAs a hands-on mentor and coach, I've designed this course to stretch your skillset horizontally. My thesis is that generalists will thrive in the AI age, and this course is specifically designed so you develop a broader, more adaptable skill set that enables you to grow your career longterm. That means this course is for anyone in tech who's hungry to grow their AI skillset and multiply value at work and over the next decade. Here are a few examples: 1. Product managers can skill up on foundational AI tech and learn enough to begin using AI to help with PM tasks like customer sentiment analysis. 2. Engineers can figure out their own personal coding workflows in an experiment-friendly space (no prod code here) and develop a plan for growing their own human skillset over time. 3. Entrepreneurs can learn enough about AI foundational technologies to ensure they position products correctly, and get practice leveling up their own personal efficiency with AI. You get the idea! My goal is to get you to conviction and clarity on what you bring to the tech world, so you can develop your own personal thesis on how you add unique value in an AI-driven world. The world has never changed quicker, but hop in with me and let's figure out how to enjoy the ride!

Skill growth in the world of AI has fundamentally changed

Course syllabus

Focus on understanding AI basics and dive into how AI is shaping the career landscape in 2025.

Lesson 1: AI Foundations and the 2025 Career Landscape

Understand real-world AI use-cases and dig into interactive modules focused on understanding how to build with the new rules of the AI landscape.

Lesson 2: Real World AI Use-Cases and Applications

Pick a project and start getting hands-on with building! Work in small groups and get feedback and support as you build.

Lesson 3: Hands-On AI Project Workshop

Use custom prompts and small group conversation to begin thinking through how your own career is changing in the light of AI—you'll leave with tools and confidence to accelerate your career with your new AI skills.

Lesson 4: Building an AI-Leveraged Career Plan

Show off your progress building with AI and get group feedback as well as feedback form Nate live!

Demo Day - Jan 23, 2025 

Close out the course with an optional AMA with Nate, reflecting on learnings and getting extra wisdom for the journey ahead.

AMA (Ask Me Anything) with Nate - Jan 31, 2025

Course schedule

Tech Professionals﻿Product Managers, Engineers, Data Scientists&nbsp;leading AI initiatives.&nbsp;UX/UI Designers&nbsp;exploring AI's impact on experience

Leaders &amp; Founders Tech Leaders&nbsp;guiding AI adoption.&nbsp;C-Suite execs&nbsp;building AI culture.&nbsp;Startup Founders&nbsp;integrating AI into products

Career Advancers Career Changers&nbsp;targeting tech and AI roles in product.&nbsp;Side-gig builders looking to build a 5-9 cashflow-generator

Who is this course for

What you’ll get out of this course

Master key AI tools like Claude, ChatGPT (including Strawberry/o1 model), Replit, and Cursor. Apply these in real-world scenarios to boost your productivity and problem-solving abilities. Develop a personalized AI workflow that you can take back to work right away.

Identify three personal AI quick wins that will level up your career and deepen your personal AI fluency, regardless of your expertise level

Understand AI architecture and foundational concepts in Large Language Models (LLMs). Learn how these shape tech applications in your field. Develop skills to identify and evaluate AI opportunities across various business contexts, so you max your career leverage over time.

Build a repeatable assessment that helps you track how LLMs and other AI technologies are sharpening your specific tech vertical

Grasp AI macro trends, including investment patterns, emerging opportunity spaces, and talent market shifts. Craft a personalized AI-era career plan. Learn to position yourself as an AI-fluent generalist with deep expertise to drive value today at work and over the next 10 years.

Define personal "talent bets" based on long-term AI trends and build a plan to leverage these to accelerate your tech career

Develop strategies to stay current with evolving AI technologies. Cultivate a mindset for ongoing adaptation and growth in the rapidly changing AI landscape. Develop a concrete plan to accelerate your career and differentiate yourself and your tech impact as a "1 of 1" player.

Outline a strong and specific strategy to build and maintain a 5-year edge in your career leveraging AI + next steps to grow over time

Dive deep into the architecture of AI systems, particularly LLMs. Gain insights into how these technologies are applied across different tech domains. Even if you're non-tech, you'll know how transformers work, how attention works, and what reasoning tokens are for. Stay sharp!

Understand AI architecture and foundational concepts in Large Language Models (LLMs) + how these shape tech applications

Survey a wide range of real-world AI use-cases to understand how others in tech are using AI to solve hard problems at work. Develop a radar to identify AI disruptions in your job family and industry, informing product development at work as well as your own career pathway.

Grasp AI macro trends, including investment trends, emerging AI opportunity spaces, shifts in startup development, and talent market changes

Develop hands-on AI build experience through a portfolio-worthy project using a "small bets" mindset. Go from concept to completion, demonstrating your ability to create AI-powered solutions. Gain practical AI use-case fluency to integrate AI into existing products and process.

Survey a wide range of real-world AI use-cases, so you understand how others in tech are using AI to solve hard problems

This course isn't for:<ul><li>AI-fluent engineers focused only on tech implementation</li><li>Those seeking in-depth coding or AI research training</li><li>Established AI leaders with set strategies</li><li>Quick-fix seekers without learning commitment</li><li>Professionals who are content and not hungry to grow</li></ul>

Who is this course NOT for?

Master AI tools, build real projects, and supercharge your career growth in just 3 weeks

Nate Jones

March 2025 Cohort

May Cohort

If you’re already dabbling with AI but still feel like you’re doing most of the heavy lifting, this course is your next step. Over four weeks, you'll build a team of AI collaborators—each trained for a specific role in your content process. From brainstorming and outlining to drafting, editing, and repurposing, your AI teammates will help you produce higher-quality content, faster and more consistently. This isn’t about learning a few new prompts. It’s about designing and training custom AI models that understand your voice, tone, and brand—and can be used again and again to scale your efforts without sacrificing quality. What makes this course different? Led by Natalie Lambert—a former industry analyst, two-time CMO, and Google’s first Applied AI for Marketing Executive—this course is built on real-world experience helping marketing teams apply AI to get measurable results. At Google, Natalie helped teams identify the right tools and use cases. Now, she brings that same clarity and structure to help you build an AI content team that saves you time, improves your content, and increases your impact. You don’t need a technical background. You need a content workflow—and we’ll build one powered by AI that works for you. Over four weeks, you'll attend four live sessions, where you’ll: 1) Master prompting best practices for contentLearn how to craft prompts that produce high-quality, on-brand results—consistently. You’ll build a set of reliable prompts that elevate the quality of your writing and give clearer direction to your AI teammates. We’ll also cover how to troubleshoot when outputs fall short, so you can guide the model more effectively. 2) Build content-specific AI teammatesDesign and train AI models to take on high-impact content tasks—like web copy, newsletters, executive communications, blog posts, and more. Each “teammate” will be tailored to your brand’s, your stakeholder's, or your own tone, style, and goals, so they can work alongside you to scale your content with consistency and quality. These models will become dependable collaborators you’ll use long after the course ends. 3) Create persona-based AI teammatesDevelop AI-powered personas that represent your key audiences or internal stakeholders. These models will act as sounding boards—providing feedback, testing messaging, and helping you shape content that resonates. Once built, they can be reused to sense-check future content before it ever goes live. 4) Learn the rules, risks, and responsibilities of using AI for content creationGet practical guidance on using AI responsibly. You’ll learn about copyright considerations, disclosure practices, and the risks of publishing inaccurate or misleading content—along with where AI can be most effective and where human input is still essential. By the end, you'll understand how to work with AI in a way that’s both compliant and confident. By the end of this course, you will: 1) Build a team of personalized AI collaborators—each trained for a specific role in your content workflow. 2) Create higher-quality content, faster, by delegating repeatable tasks to custom AI teammates. 3) Learn how to prompt, guide, and refine AI to get consistent, on-brand results. 4) Understand the ethical and practical risks of using AI in content—and how to avoid them. 5) Earn a LinkedIn-ready AI for Content certification to showcase your skills and strategic know-how. Unlike other AI courses, this one isn’t just about using tools—it’s about building a scalable content system powered by AI, designed around how you work. It’s practical, repeatable, and immediately applicable. And because it’s often eligible for employer reimbursement through professional development programs, it’s a smart investment in your growth.

Build your AI content team to scale your writing without compromising quality

From February 28th to March 21st, we will have a live session every Friday. I will be available for 30 minutes following each session to answer questions.

Fridays

After session 2 &amp; 3, there will be an assignment that allows you to practice what you learned as well as create models that will help you create content in your roles.

Weekly projects

Course Schedule

Content creators looking to streamline their workflow and produce more engaging content

Entrepreneurs and small business owners who want to streamline their content creation without hiring more staff

Anyone who writes regularly in their role—from internal comms to client-facing materials—and wants AI teammates that actually help

Understand how AI can support—not replace—your content process. You’ll learn its strengths and limitations, when to lean on it, and when to step in, so you can use it with confidence, clarity, and control.

The must-know foundations of AI-assisted writing

Master the art of prompting and model training to get content that’s not just faster, but sharper. You’ll build reusable templates and AI teammates that reflect your tone, audience, and communication goals—saving you time while improving output.

A system for writing better, faster, and more consistently

You’ll create different types of AI teammates—from content creators to reviewers to persona models. These aren’t one-off demos. You’ll walk away with a functioning, repeatable system that supports your writing long-term.

Hands-on experience building your AI content team

Your AI teammates will be trained using your own content, goals, and preferences—so they can assist with real tasks like blog writing, web copy, case studies, executive comms, and more. Once built, they’re yours to keep and refine over time.

Custom AI models, built around your real workflow

You’ll earn an AI for Content certification to share on LinkedIn or add to your resume—demonstrating your ability to strategically apply AI to everyday writing challenges.

A certification to showcase your skills and boost your career

Hands-on guide to building and optimizing your AI writing team for high-impact blogs, newsletters, internal comms, creative briefs & more

Natalie Lambert

AI Entrepreneur & Speaker, Former Applied AI for Marketing at Google, 2x B2B CMO

Feb-Mar 2025

July 2025

This course goes beyond basic AI literacy to demonstrate how thoughtful AI integration can dramatically enhance your strategic thinking, decision-making capabilities, communication effectiveness, and team development approaches. Through interactive workshops, real-world applications, and curated frameworks, you'll develop a personalized AI leadership toolkit designed to amplify your natural strengths and overcome common leadership challenges.* Human-AI Partnership - The course recognizes that effective leadership remains fundamentally human, with AI serving as a powerful complement that enhances rather than replaces critical leadership qualities like empathy, judgment, and relationship-building* Research-Backed Frameworks - The leadership frameworks and methodologies taught throughout the course are grounded in established research, ensuring you're applying proven approaches enhanced by AI capabilities*Custom AI Tool Development - You'll learn to create your own specialized GPTs and agents tailored to your specific leadership context and organizational needs* Implementation Focus - Every session includes practical workshops where you apply concepts immediately to your current leadership challenges, creating a portfolio of approaches that deliver immediate value* Organizational Integration - Beyond personal productivity, you'll learn to establish team collaboration protocols and shared practices that scale AI capabilities across your organization* Future-Proof Skills - Rather than focusing on specific AI tools that may become outdated, you'll develop the fundamental skills to evaluate, adapt, and create AI solutions as the technology continues to evolve Why This Matters NowIn today's business landscape, a striking paradox exists: while 71% of organizations have adopted AI, a mere 1% have achieved true maturity in its implementation. This gap reveals the critical differentiator in today's market—leadership approach. AI integration isn't simply another technological upgrade—it represents a fundamental reimagining of leadership value creation. As AI capabilities advance at breakneck speed, the performance gap between AI-powered leaders and traditional executives widens dramatically with each passing quarter. Those who hesitate now will find themselves at an insurmountable disadvantage within months, not years. The most effective leaders today don't just utilize AI tools—they're developing entirely new AI-enhanced thinking frameworks, communication systems, and team development methodologies that exponentially multiply their impact and effectiveness. While others struggle with basic implementation, these pioneers are already reaping compound benefits. Our approach empowers you to leverage AI as both a strategic thought partner and a platform for custom leadership tools perfectly aligned with your unique expertise. This dual focus delivers immediate value while building sustainable organizational capabilities—giving you both the strategic vision and practical skills in one comprehensive program. The executives waiting for "perfect clarity" before acting will be left struggling to catch up. Designed and Led by Industry Executives with AI Experience Learn directly from seasoned executives who've built and scaled high-performing global teams at Google, Microsoft, PayPal and other innovative companies. They bring a balanced blend of traditional leadership excellence and practical AI application experience to the table.As sought-after speakers and workshop facilitators on AI leadership, they've guided numerous executives through the challenges of integrating these technologies into their leadership practices. Their combination of leadership experience, teaching credentials at Stanford University, and executive coaching expertise is complemented by their work helping organizations identify where AI can reduce friction and enhance leadership effectiveness. The curriculum draws from rigorous management research and real-world implementation insights across multiple sectors. As trusted advisors to leadership teams at tech giants (Google, Meta, OpenAI), innovative startups, prestigious universities, and government organizations, they share practical tools, frameworks, and strategies developed through their coaching practice to help you apply AI responsibly. Not designed for: Those seeking AI technical development

Human-Centered, AI-Enhanced Approach to Leadership

Optional office hours on Saturdays 12:00 PM - 12:30 PM PST

Saturday

Ambitious Manager: Mid-level leader seeking promotion who recognizes AI mastery is the competitive advantage that will distinguish them

Overwhelmed Leader: Established leader drowning in complexity who needs AI systems to scale their impact

Strategic Innovator: Forward-thinking leader who seeks to reimagine their organization's possibilities by integrating AI-enhanced processes

Who this course is for:

Create AI-enhanced processes for detecting weak signals, stress-testing competitive assumptions, and expanding strategic imagination beyond conventional boundaries

Develop "Strategic Courage"

Apply the WRAP framework with AI integration to overcome the four villains of decision-making and simulate high-stakes decisions before committing resources

Master Decisive Decision-Making

Design audience-specific messaging strategies and implement feedback systems that drive continuous performance improvement

Craft Powerful Communications

Build psychological safety while developing customized coaching approaches that leverage AI to recognize growth patterns and development opportunities

Unlock Team Potential

Identify personal leadership opportunities for AI enhancement to give yourself more capacity to deliver results and manage larger teams. Design and implement specialized GPTs and AI agents tailored to your specific leadership context, creating capabilities that drive competitive

Build Custom AI Leadership Tools

Go beyond efficiency - use AI lead with greater impact.

Unlock AI As Your Leadership Thought Partner

Elevate your leadership potential with AI in 2 Days

Mo Fong

Stanford Adj Lecturer | Ex-Google &  PayPal

Anita Yuen

Product Executive | Ex-Google & Microsoft

Cohort Andes

Cohort Blue Ridge

And your success depends on making smart decisions about a technology that is changing every single week. Let's be honest...no one prepared non-technical leaders for this challenge. We are all expected to be AI experts now and 10x the output of our teams. So you're stuck reading AI newsletters on weekends, evaluating vendor claims that might as well be written in hieroglyphics, and feeling certain you're falling behind competitors. Not only that, but now it’s a part of your performance review to drive AI in your team. You need a cheatsheet, and fast. So you can deliver results that get recognized by leadership -- and future-proof your career. To get there, you can't just rely on technical teams making all the decisions. (And you're not going to become an AI expert overnight). You need to develop the judgment to scope and guide AI implementation effectively to reach your business objectives. To be clear, this is not an AI 101 course. Unlike broad "AI for Leaders" courses, this live cohort is built specifically for busy department heads, managers, and team leads who need practical frameworks they can plug and play. I've designed this based on my own experience. At Accenture, I went from just a "regular" non-technical leader to securing $2M in funding for AI initiatives. Then I helped build the AI strategies that drove productivity improvements for over 14,000 consultants. Today, I advise both tech startups and Fortune 1000 companies on becoming AI-native organizations. By joining this course, you'll get my enterprise-grade templates and decision tools that have been battle-tested in the wild. WHAT TO EXPECT: This interactive course includes 4 live lunch-time sessions over 2 weeks, plus 2 office hours for personalized guidance. WHAT WE'LL COVER: - How to identify which problems in your organization are actually AI-solvable- How to pick AI opportunities that will become your personal success stories- How to speak confidently about AI without needing an engineering degree (and what is the difference between AI agents, Automation, GenAI, and Machine Learning)- How to make informed build vs. buy vs. "vibe code" decisions to save money and move quickly- How to set realistic expectations with leadership- How to overcome resistance and build buy-in across your organization- How to avoid the costly mistakes that 74% of companies are making- How to future-proof your AI strategy as technology evolves WHAT YOU'LL GET: - Decision frameworks including the "Build, Buy, or Vibe Code" matrix- AI vendor assessment checklist- "Why we're going AI native" narrative template for team buy-in- Guidance on when "vibe coding" is acceptable (and best tools for it)- Case studies from companies seeing 70%-300% improvements in marketing, engineering, and product management- Templates for communicating your AI strategy to different stakeholders- Lifetime access to all course materials, frameworks, and recordings The goal isn't to make you a technical expert - it's to give you the confidence to lead AI initiatives successfully. WHO WILL BENEFIT MOST FROM THIS COURSE: - You're responsible for AI implementation but don't have a technical background- You need to make strategic decisions about AI investment- You need to have AI in your OKRs or performance plans- You're bridging the gap between technical teams and business objectives- You want to position yourself as a forward-thinking leader WHO THIS IS NOT FOR: - Developers or AI engineers seeking technical implementation skills- Solopreneurs who want hands-on coding instruction- Those expecting to become AI experts overnight- People looking for general "this is what ChatGPT is" courses If you're still not convinced, consider this: The price of this course is a fraction of the cost of a single failed AI project (so you should ask if your company will pay for this). And even if they won't, this is a small investment towards making your career future-proof.

You've built your career on your expertise and results. Now AI has arrived.

Use your lunch hour for the most impactful activity you could have on your plate -- future-proofing your career.

Wednesdays & Fridays Live Sessions

Open Office Hours for any questions and deep dives.

Thursday AMA Office Hours

Team leads, directors, and department heads who have been "volun-told" to implement AI and need to show a plan, quickly.

Forward-thinking directors and VPs who want to demonstrate their strategic and tactical AI knowledge for career advancement

Execs, founders, and business owners who need to set the AI strategy for their org and can't afford to make costly mistakes

Who should take this course

Companies are already seeing huge results...HubSpot improved email performance by 70%, Gumroad increased feature releases by 300%. Don't reinvent the wheel. Learn directly from real, behind-the-scenes case studies - and brainstorm ways to implement in your own team.

Leapfrog to picking 2-3 of the most impactful AI use cases based on what top AI leaders are doing

Decision fatigue is real -- and not all use cases need to be custom-built (and who has engineering resources for that, anyway). You'll be able to confidently decide how you should implement each use case to maximize speed to value. We'll apply this framework together in real time

Steal my framework for quickly deciding whether to Build, Buy, or "Vibe Code" AI solutions

74% of companies are struggling to see value beyond an AI proof of concept. We'll cover what makes a good AI deployment (to AI agent or not to AI agent) so your efforts stay relevant and scale over time. We'll analyze real situations from within the cohort.

Deconstruct the best practices and top mistakes companies make when deploying AI internally

AI tech isn't even the hardest part -- AI leaders are putting 80% of their effort into aligning people and processes. You'll leave with a clear, actionable roadmap to transform your team into an AI-Native powerhouse.

Create your own "Why We're Going AI Native" narrative to gain buy-in from your team

Pick winning AI use cases for your team, gain confidence in build, buy or "vibe code” decisions, and get recognized for driving real results

Lightning Lessons

9 Ways to Use AI to Expand Your Personal Brand