AI Marketing Program

The Engine

Turn AI into marketing performance, not just more content.

The Engine helps marketing teams choose the right AI use cases, give AI the context it needs, produce on-brand work faster, and prove the results with measurement-ready discipline.

Request a pilot Get the free playbook

Includes a free practical playbook with use-case, prompt, review, and measurement templates.

100% online · Self-paced + live + one-on-one · English and French

Most marketing teams do not have an AI tools problem. They have a workflow and judgment problem.

The real challenge is not access to AI. It is knowing which marketing tasks deserve it, what context the model needs, how to keep output accurate and on-brand, and how to prove it moved a number.

Random acts of AI

People experiment on their own; nothing becomes a shared, repeatable workflow.

Generic, off-brand output

Content sounds like everyone else's AI because the model was never given the brand, the customer, or the offer.

Unmanaged risk

Confidential data goes into unapproved tools, unverified claims get published, and nobody owns the rules on disclosure and intellectual property.

No proof of value

Teams feel faster but cannot show time saved, quality kept, or performance lifted.

The Engine Map

AI is a discipline, not a shortcut.

The Engine reframes AI in marketing as a structured path from business goal to measured result. Participants learn to work as AI-augmented marketers, not prompt collectors.

  1. 01Pick the right use case
  2. 02Load the context
  3. 03Prompt and produce
  4. 04Review and verify
  5. 05Launch and test
  6. 06Measure and scale

A prompt is not a process. A draft is not a deliverable. An AI workflow is real when it has a business goal, a human review, a measured result, and an owner.

Formats

One process. Three online modes of delivery.

The Engine is not three separate options to pick between — it is one continuous, fully online process, framed by an included discovery kickoff and team clinics. At its core are three complementary formats: self-paced e-learning, a live online simulation, and one-on-one coaching on each participant's own marketing work. No travel required.

The DECIDE Method™

Six stages run under every FieldEdge Academy program. Here is what each one is in The Engine.

How the method works →
  1. DiagnoseDiscovery kickoff
  2. EquipE-Learning
  3. ChallengeLive Online Simulation
  4. ImplementIndividual Coaching
  5. DevelopTeam clinics
  6. EvaluateBaseline reviewed

Included · 60 min online kickoff call

Discovery Phase

Before day one, we map the team's current AI use, the AI tools the organization has approved, its data-handling rules, and the marketing workflows that matter most, so the program is calibrated to the team's market, channels, and stack. We position the team on a maturity scale inspired by the five stages of the AI Marketing Canvas (Foundation, Experimentation, Expansion, Transformation, Monetization — Venkatesan & Lecinski, 2021). In the same call we write down the baseline — the handful of numbers The Engine is meant to move, chosen with you: hours per key deliverable, brief-to-publish cycle time, the share of AI drafts that pass review first time, or the KPI of each priority use case.

3 × 30 min interactive game

E-Learning

Participants discover the logic of AI-augmented marketing: pick the right use case, give AI the right context, prompt with structure, and check before anything ships.

Skills

  • Insight: use AI to research customers, competitors, and markets, then verify what it returns.
  • Creation: structure a prompt with CO-STAR (Context, Objective, Style, Tone, Audience, Response).
  • Performance: define what “better” means before generating anything.

Tools

  • AI Use-Case Finder
  • Campaign Prompt Builder
  • Human Review Checklist

Output: First AI maturity score and a prioritized use-case shortlist.

3 × 90 min live online workshop

Live Online Simulation

In small breakout teams on Teams or Zoom, participants run a full campaign sprint for a realistic fictional B2B company, rotating roles as marketer, AI operator, brand and compliance reviewer, marketing manager, and observer. They move from generating content to running an accountable AI workflow.

Skills

  • Turn a campaign brief into a structured prompt sequence.
  • Research audiences and competitors with AI, then check claims against sources before use.
  • Produce channel variants (email, LinkedIn, landing page, ad copy) that stay on-brand.
  • Run a human review for accuracy, brand fit, bias, privacy, and disclosure.
  • Design the test and name the KPI before launch.

Tools

  • Customer Insight Prompt
  • Content Variant Planner
  • Test & Measurement Plan

Output: A reviewed campaign package with its prompt log, review log, and test plan.

3 × 60 min one-on-one online coaching

Individual Coaching Sessions

Each participant brings one real use case from their own marketing work and builds it, one-on-one with the coach, into a working AI workflow their manager can approve.

Session flow

  1. Scope — choose and size the use case, confirm data rules and approved tools, set the baseline and the KPI.
  2. Build — refine the context pack and prompts on real work, run the human review, fix what fails.
  3. Prove — read results against the baseline and finalize the AI Workflow Card.

Between sessions, the participant runs the workflow in their real work.

Skills

  • Adapt the method to one's own role, channel, and market.
  • Build a reusable prompt and context set for one's own work.
  • Decide with evidence whether to scale, iterate, or stop.

Tools

  • Use-Case Prioritization Matrix
  • Brand Voice & Context Pack
  • AI Workflow Card

Coaching uses only the AI tools your organization has approved.

Output: A tested AI Workflow Card ready for manager review.

Included · 2 × 45 min online team clinics

Develop: Team Clinics

In the weeks after coaching, the team meets online to compare workflow cards, merge the best prompts into a shared team prompt library, and agree on common guardrails, so AI becomes a team standard, not a personal habit.

Included · final team clinic

Evaluate

The last clinic returns to the baseline written down at the kickoff and reads the same numbers again — what moved, what didn't, and what the team needs next.

Core Skills

The three core skills of AI-augmented marketing

The Engine focuses on three skills that decide whether AI produces noise or measurable marketing results.

Insight

Use AI to research markets, customers, and competitors, synthesize voice-of-customer input, and sharpen segments and personas, always verifying what the model returns.

Creation

Brief AI with brand, audience, and offer context; structure prompts with CO-STAR; produce on-brand variants across channels; edit like the owner of the result.

Performance

Use AI to plan tests, personalize, read results, and decide what to scale, with time saved and campaign KPIs measured against a baseline.

Running under all three: responsible use — privacy, accuracy, intellectual property, disclosure, and brand safety.

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Tools

Practical tools participants can use immediately

The Engine is designed around tools, not theory. Participants leave with templates they can use in real campaigns, manager reviews, and team standards.

AI Marketing Canvas–inspiredFind, frame, and prioritize the right AI use cases

AI Use-Case Finder

Map recurring marketing tasks to where AI helps, and where it should not.

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Use-Case Prioritization Matrix

Rank use cases by business value, feasibility, and risk.

Try it

Brand Voice & Context Pack

Package brand voice, personas, offer facts, and do-not-say rules for every prompt.

Try it

Customer Insight Prompt

Research segments, competitors, and buyer questions, with a built-in verification step.

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CO-STAR and NIST AI RMF–inspiredPrompt, verify, and measure the work

Campaign Prompt Builder

Structure prompts by Context, Objective, Style, Tone, Audience, and Response.

Try it

Content Variant Planner

Plan channel and segment variants without losing the core message.

Try it

Human Review Checklist

Check accuracy, brand fit, bias, privacy, IP, and disclosure before anything ships.

Try it

Test & Measurement Plan

Define the KPI, the test, and the baseline before launch.

Try it

AI Workflow Card

Document an approved, repeatable AI workflow for manager review and team reuse.

Try it

Frameworks referenced: the tools are inspired by the AI Marketing Canvas (Venkatesan & Lecinski, 2021), the CO-STAR prompt framework (GovTech Singapore), and the NIST AI Risk Management Framework (AI RMF 1.0, 2023). FieldEdge Academy is not affiliated with, or endorsed by, their authors.

Full references
  • Venkatesan, R., & Lecinski, J. (2021). The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford Business Books, Stanford University Press. sup.org/books/title?id=32597
  • GovTech Singapore. CO-STAR framework (Context, Objective, Style, Tone, Audience, Response), featured in its Prompt Engineering Playbook. tech.gov.sg. Background: Teo, S. “How I Won Singapore's GPT-4 Prompt Engineering Competition,” Towards Data Science. towardsdatascience.com
  • National Institute of Standards and Technology. (2023). Artificial Intelligence Risk Management Framework (AI RMF 1.0), NIST AI 100-1. doi.org/10.6028/NIST.AI.100-1. Companion: Generative AI Profile, NIST AI 600-1 (July 2024).
Get the free AI Marketer's Playbook

Free Marketing Resource

Get the free AI Marketer's Playbook

Use the playbook to bring more discipline to AI in your marketing. It gives your team practical tools to choose the right use cases, brief AI with real context, review output before it ships, and measure what changed.

What is inside the playbook

  • AI maturity self-assessment (AI Marketing Canvas stages), baseline metrics & session tracker
  • AI use-case finder & prioritization matrix (auto-calculating)
  • Brand voice & context pack template
  • CO-STAR campaign prompt builder & starter prompt library
  • Customer insight prompts with a verification checklist
  • Content variant planner
  • Human review checklist (accuracy, brand, bias, privacy, IP, disclosure)
  • Data classification guide: what never goes into an unapproved AI tool
  • Test & measurement plan (auto-calculating time saved)
  • AI Workflow Card, 30-day action plan & weekly rhythm

Designed for marketers, marketing managers, and marketing operations teams who want AI results without adding unnecessary complexity.

Fully interactive — fill it in online, it autosaves in your browser, and prints to a clean 5-page workbook.

Get instant access to the playbook

No spam. Instant access to the interactive playbook.

Final Output

The final deliverable: a manager-ready AI Workflow Card.

Participants do not leave with theory only. They leave with a tested AI workflow, documented so a manager can approve it, the team can reuse it, and anyone can check the results.

The result is not more content. The result is better evidence for marketing decisions.

Request a pilot Get the free playbook

AI Workflow Card contents

  • Business goal
  • Marketing task and channel
  • Audience or segment
  • Inputs and data classification
  • Context pack used
  • Prompt (versioned)
  • Approved AI tool(s)
  • Human review checkpoints
  • Test design and KPI
  • Result vs. baseline
  • Risks and guardrails
  • Owner and review date
  • Recommendation: scale, iterate, or stop

Built for marketing teams that need AI to deliver, not just impress

The Engine is useful when marketing teams need to focus AI on the work that matters, keep output on-brand and accurate, share what works, and show results leadership can trust.

Marketing managers Digital marketing specialists Content and communications teams Product marketers Brand managers Marketing operations CRM and email marketers Social media managers Marketing and sales alignment teams Marketing leaders

Best fit: Marketing teams with access to at least one approved generative AI tool, recurring content and campaign workloads, and a mandate to show measurable results.

Your Instructor

Learn from someone who teaches it and applies it

The Engine is taught by Sol Tanguay, who brings academic rigor and 25+ years of field experience.

Sol Tanguay

Sol Tanguay, MBA, Ph.D.

Professor of Information Systems & eBusiness, McGill University, Desautels Faculty of Management

Sol is a co-founder of FieldEdge Academy. Over a 25+ year career spanning academia, entrepreneurship, and consulting, he has built lead-generation pipelines, closed millions in deals, and helped B2B sales organizations across North America and Europe. He is also a worldwide trainer for Michelin.

Sol is also the founder of Initiative Marketing, a Montréal CEM/CRM and data-driven marketing consultancy. He teaches IT, data, and digital marketing courses at McGill's Desautels Faculty of Management and holds a Ph.D. in Information Systems/Marketing from HEC Montréal.

Leads: AI use-case selection, prompting discipline, and measurement — the logic behind turning AI into marketing results.

Delivered in English and French.

Pilot Cohort

Ready to turn AI experiments into measurable marketing results?

Run The Engine as a fully online pilot with a marketing team, a business unit, or a priority campaign — or start by downloading the free AI Marketer's Playbook.

Request a pilot Get the free playbook

Request a pilot