AI Marketing Sense: How to Execute On-Brand at AI-Scale
Vanina Schick
xVP Maven, Early Stage Marketing Leader
AI-powered execution means that content governance is now critical.
Marketing leaders must give their team what they need to understand the market, the customer and the bigger why.
Now we have a new kind of team member: AI.
AI is capable of limitless execution work but cannot feel what your customer does. It cannot infer the experience of a busy day in a tired body, with the radio on and a kid in the back seat. It does not intuitively understand the motivations and hesitations that come from an inner world of hopes and fears.
So, it's now a leaders job to close that gap and give AI the marketing sense it needs to execute well.
In this course, we'll build a structured account of your customer's lived temporal and emotional experience, and make it AI-tool legible.
-> Technically it's called Context Engineering.
-> Operationally, it's called Governance.
-> Practically, it's what gets you past generic output or "slop".
-> Under-the-hood, it's method that draws on the most powerful frameworks in our space, from UX and strategy to behavioral psychology. Frameworks that exist to make sense of and synthesize human complexity. Repurposed and rigorously refined for a new application.
If you want real marketing leverage from AI, this is what gets you there.
What you’ll learn
I'll guide you through a business-specific context engineering process. All the tacit marketing knowledge you hold will become AI-legible.
Define the conversation your offer is naturally part of, name the cultural position it takes
Pin down what your offer stands for in a changing world, articulate what it moves towards, and away from
Create AI context that captures what most people think of as intangible using tools from the fields of Cultural Foresight & Sense-Making
Structure temporal information using the journey mapping practice used in User Experience design
Capture what your customer feels and fears at each stage using Behavioral Psychology, the study of how people really decide.
Create AI context that holds the human experience AI needs to access to fully understand the marketing funnel
Use Porter's Five Forces, the classic framework for what actually pressures a market
Apply the Jobs-to-be-Done approach, to name the real job your customer needs done and bring your value proposition to life
Create AI context that models customer needs and competitive forces into a world-picture AI can't otherwise grasp
Name you brand's personality archetype, give AI a consistent character to act from
Define your brands interpersonal posture and the relationship you are building, so the AI's tone and choices are deliberate
Encode operational guardrails: what your brand would never do, say, think, along with WHY.
Define your unique point of view and the content pillars that will make it travel online
Encode your authentic voice, and what makes it real and relatable
Create AI context for the new media landscape where para-social networks make individuals the most powerful marketing vector
Learn directly from Vanina
Vanina Schick
Product Marketing Leader I AI-Qual & Design Research
Who this course is for
Growth & GTM Engineers: Your AI-stack is deployed at scale. A source-of-truth for your marketing context will have massive leverage.
Marketing Team Leaders: The buck stops with you and right now you see AI experiments causing brand chaos across a growing surface area.
"Team of One" Operators: Marketing is just one of your many jobs, and you need your AI-team to deliver quality work you don't need to redo.
Prerequisites
Marketing mandate & audience / product knowledge
You don't have to be a marketer, but you must have a marketing execution mandate and a strong understanding of your offer
AI optimism and application opportunity
You don't have to be an advanced AI user, but you must be excited to use AI, and have a real application for it.
What's included
Live sessions
Learn directly from Vanina Schick in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
Week 1
Sep
14
Cultural Context
Mon 9/143:00 PM—4:00 PM (UTC)Sep
15
Customer Journey
Tue 9/153:00 PM—4:00 PM (UTC)Sep
16
Competitive Environment
Wed 9/163:00 PM—4:00 PM (UTC)Sep
17
Brand
Thu 9/173:00 PM—4:00 PM (UTC)Sep
18
Storytelling
Fri 9/183:00 PM—4:00 PM (UTC)
Cultural context --- Capture the wider social moment that your offer lives in
Customer journey --- Map your buyers experience and encode empathy
Competitive Environment --- Model what is pushing and pulling your customer
Brand --- Define who you are, upstream of how your brand turns up
Storytelling --- Describe your social narrative to "go-direct"
Week 2
Sep
21
Engineer your context
Sep
25
Demo how you used your context
Schedule
Live sessions
4-5 hrs / week
Week 1 -> 1 hr everyday /// Week 2-> 2hrs on Monday, 2 hrs on Friday
Mon, Sep 21
3:00 PM—5:00 PM (UTC)
Fri, Sep 25
3:00 PM—5:00 PM (UTC)
Mon, Sep 14
3:00 PM—4:00 PM (UTC)
Personal project work
4 hrs / week
Apply the framework to your product and audience, and build up your own unique context file in a structured, guided process.
👉 What You're Not Signing Up For: Another AI Course
PSA: This course sits upstream of AI execution, it doesn't teach tool use.
Across all major AI labs and tool platforms, there's one consensus: AI output quality depends on context.
The diagnosis is right. It is also the part neither the the labs nor the tools can do for you. Context is irreducibly use-case-specific. Better models will not hold what you know about your buyer. A tool will not author your brief for you. An agency rents you their judgment for a quarter and builds you nothing you keep. This course is the solution.
The output is your use-case specific context, encoded for AI to use. You will build a large context file that will be relevant for all tools that takes a context document or system prompt: Claude, ChatGPT, Perplexity, custom GPTs, your own agent stack.
In week one we'll build your context, focusing on the strategic knowledge you need your context to hold. This is upstream from AI work.
In week two you will apply and demo your content AI execution work. This can be as simple as content writing using an AI chat, or as technical as building an advanced GTM automation. The course will not teach you application, but you can expect to learn a lot from other participants.
👉 What You Are Signing Up For: Applied Research
PSA: Context engineering is an emerging field. This is frontier work.
As far as I know, the methodology I share in this course is the most advanced work in the space of context engineering for marketing.
Some of it is proven and works consistently. Some of it is well-evidenced conviction that needs further testing across a wider range of applications and marketing contexts. That is the natural limit of individual practitioner research.
So I'm choosing to build-in-public. This is a lab as much as a course. Participants will benefit from my methodology and contribute to it.
If you want a locked, final system, this is not it yet.
If you want to be among the first to build this capability, this is exactly it. The practitioners who master it now hold an advantage that will compound.
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