AI Masterclass - Beyond the Prompt: AI as Your Strategic Thinking Partner - MII

About this course

AI can do much more than answer prompts or help create content. It can be a valuable thinking partner, helping marketers challenge assumptions, explore opportunities, solve problems and make more informed marketing decisions.

In this interactive, two-hour masterclass, Karen Howley will demonstrate how to use AI as a strategic thinking partner through practical exercises covering insight development, competitor analysis and strategic decision-making. The session also explores the limitations of AI-generated insights and the importance of human judgement and accountability, particularly in an Irish and European context.

Discover how AI can support the thinking work of strategy: diagnosis, insight development, competitive positioning, strategic choice, and disciplined direction.

What You'll Learn

Challenge assumptions: Use AI to identify challenges, uncover opportunities and question existing thinking before decisions are made.

Analyse competitors: Apply AI to competitor and positioning analysis in a structured, evidence-led way.

Evaluate AI-generated insights: Understand different levels of synthetic insight, including their limitations and potential risks.

Learn from past strategies: Use AI to review previous approaches and inform future planning.

Test strategic ideas: Use AI to explore different perspectives, assess strategic options and identify potential weaknesses while maintaining human judgement.

Who Should Attend?

Designed for marketers across all levels and disciplines looking to strengthen their strategic thinking and decision-making skills.

Participants should already be familiar with AI tools such as ChatGPT, Microsoft Copilot, Gemini or Claude. Exercises are platform agnostic and assume a basic understanding of generative AI.

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Upcoming Dates

Thursday 23 April 2026 – 10am to 12pm - Online

This course is only available to MII Members

MII Member Rate – €225

*Members should log in to book tickets to ensure the best price and experience.

Non-Member Bundle €475

*Includes individual MII membership for 12 months

Need an invoice?

Email professional@mii.ie with the course date and number of tickets you wish to purchase, and our team will assist.

What Participants Say

Don’t just take our word for it. See what recent participants on our other AI Masterclasses had to say:

"Excellent sessions. Karen was a superb presenter who knew her topic inside out and provided really practical training material."

"Karen is fantastic and delivered the content in a clear and engaging manner. Overall, an extremely valuable and worthwhile session for any marketer looking to integrate AI into their strategy."

Want to Learn More?

If you have questions about the programme or the next intake, we’re here to help. Email professional@mii.ie for more information.

Course Confirmation

This course will proceed once minimum participant numbers are met. If a course does not reach this number, you will be informed in advance and offered an alternative date or a full refund.

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Equip your team with the skills to use AI responsibly, effectively, and strategically.

Unlock the practical potential of AI with a tailored training programme designed around your team’s specific needs, sector, and objectives. Whether you want to improve productivity, enhance marketing performance, streamline processes, or build AI confidence across your organisation, our bespoke workshops focus on real-world application and measurable impact.

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