AI is already in your inbox, your martech stack, and most of the tools you opened this morning.
For most marketers the question isn’t just access. It’s knowing which outputs to trust, which vendor claims to push back on, and how to turn a few scattered experiments into something your team can repeat.
This training will give you that footing. Gain a deeper understanding of how generative AI produces what it produces, which is the difference between using a tool and knowing where it’s strong and where it needs a human check.
AI consultant Abigail Merrill walks through real marketing use cases from enterprise teams and solo freelancers alike, so you can see what practical adoption looks like at your scale.
JOIN US: October 20, 2026 | 10:00 a.m. – Noon CT
Purchase 3 or more tickets for your group or team and save 10%.
Claim Your AMA Membership with Registration
A one-year membership is included in the non-member fee. Once you register, we’ll send instructions to activate your membership, giving you access to even more training, member-exclusive tools and research, and a community of marketers who get what you do.
Key Takeaways:
- Explain the difference between AI, generative AI, and large language models, and describe what these tools can and cannot do.
- Evaluate AI outputs and AI product claims using critical thinking, and recognize risks around accuracy, bias, data privacy, and brand safety in marketing contexts.
- Apply the 5 C’s of Responsible Prompting, grounded in the 5 C’s of Human Intelligence, to everyday marketing tasks.
- Recognize proven AI use cases through real marketing success stories, from enterprise teams to small business owners, and identify which ones apply to their own work.
- Outline how to align AI use with a specific business goal and build a simple strategy for a successful first pilot.
Who Should Attend?
- Marketing managers, directors, specialists, coordinators, and consultants who are curious about AI or early in their adoption journey
- Solo marketers and small teams (1 to 5 people) wearing many hats, including those in higher education and nonprofit settings with limited budgets
- Roughly 2 to 15 years of marketing experience; no technical background required
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
The best AMA Membership bundle
Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
October 20, 2026 (10:00am - 12:00pm Central Time)
- AI literacy foundations: Key terms in plain language, how LLMs are made, what they can and cannot do.
- Thinking critically: Evaluating AI claims and outputs, ethics, bias, and data privacy.
- The 5 C’s of Human Intelligence, the Human-First Flywheel, and the 5 C’s of Responsible Prompting.
- AI in action: marketing use cases. Real success stories from enterprise teams to small business owners, and which use cases deliver the fastest wins.
- The AI for ROI Framework: The 3 phases (Align, Integrate, Scale) and why strategy comes before tools.
- Jumpstart your action plan: Guided worksheet activity: map a current manual process, define what a win looks like in 30 days, and commit to one first step this week.
Abigail Merrill
CEO, GrowthUP PartnersAbigail Merrill is the CEO of GrowthUP Partners, a certified AI practitioner, and business strategist who helps sales, marketing, and revenue teams turn AI into measurable business outcomes. With over 15 years of experience across B2B, B2C, startups, and regulated industries, she specializes in aligning leaders, workflows, and governance to drive responsible, high-impact AI adoption. She is the creator of the AI for ROI™ framework, a practical, human-centered approach that helps organizations move from experimentation to scalable results.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing managers, directors, specialists, coordinators, and consultants who are curious about AI or early in their adoption journey.
- Solo marketers and small teams (1 to 5 people) wearing many hats, including those in higher education and nonprofit settings with limited budgets.
- Roughly 2 to 15 years of marketing experience; no technical background required.
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.