Role-Based Programme
RB1160

AI for Product Marketing

Smarter Market Insights, Positioning & Go-to-Market Planning

IMAGE REQUIRED
Duration
4 Hours
Level
Awareness
Delivery
Instructor-Led
Format
Awareness Session

Programme Objectives

  • Understand how AI can support Product Marketing across market research, positioning, messaging, launch planning, and customer communication.
  • Explore practical AI applications for analysing competitors, customer needs, market trends, and product opportunities.
  • Apply structured prompting techniques to generate buyer insights, positioning options, value propositions, messaging, and go-to-market ideas.
  • Use AI to improve productivity across product launches, sales enablement, campaign planning, presentations, and stakeholder communication.
  • Recognise source accuracy, brand consistency, copyright, confidentiality, bias, and human-review requirements when using AI in Product Marketing.

Tools covered

Generative AI AssistantsAI Search & ResearchMarket ResearchCompetitor AnalysisAudience & Persona InsightsProduct PositioningMessaging DevelopmentGo-to-Market PlanningAI-Powered Presentation & Communication Tools

Who should attend

  • Product Marketing Managers
  • Senior Product Marketing Managers
  • Product Marketing Executives
  • Marketing Managers
  • Product Managers
  • Go-to-Market Managers
  • Product Launch Managers
  • Category Marketing Professionals
  • Brand Managers
  • Market Research Professionals
  • Competitive Intelligence Professionals
  • Sales Enablement Professionals
  • Content Marketing Professionals
  • Growth Marketing Professionals
  • Product Marketing Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of marketing, products, customers, or go-to-market activities
  • Familiarity with product features, customer segments, campaigns, or competitor information is helpful
  • Basic research and communication skills
  • No programming or technical AI knowledge required
  • No previous AI-tool experience required

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to Product Marketing
  • Exploring AI applications across research, positioning, messaging, launches, and sales enablement
  • Understanding the difference between AI assistance, marketing automation, analytics, and product-marketing judgement
  • Recognising AI limitations, hallucinations, generic outputs, and unsupported market claims
Practical activities
  • Identifying high-value AI applications across a typical Product Marketing workflow
  • Comparing a traditional Product Marketing task with an AI-assisted approach

Scenarios

Market Insight to Product Positioning

Market Research → AI-Assisted Analysis → Customer Needs → Competitor Comparison → Differentiation → Positioning → Value Proposition

Participants use AI to analyse a sample product category, identify customer needs and competitor positioning, and create a differentiated product-positioning and value-proposition framework.

Product Brief to Go-to-Market Plan

Product Brief → Target Audience → Positioning & Messaging → AI-Assisted Launch Ideas → Channels → Sales Enablement → GTM Plan

Participants use AI to transform a sample product brief into a structured go-to-market plan covering audience, messaging, launch activities, sales support, and stakeholder communication.

Related programmes

Continue with programmes from the same capability area.

Take the next step

Ready to make this programme work for your team?

Customise modules, duration and business scenarios for your team.

Instructor-ledVirtualHybrid

Designed around your roles, tools and real workflows.