Module 2

Creative Strategy in the Age of AI

Learn how to leverage AI as a strategic partner to enhance your creative thinking and build a repeatable framework for omnichannel strategy.

This course empowers you to use AI tools as a valuable ally for brand and agency work while maintaining crucial human insight and ethical responsibility.

Instructor: Ilina Scott

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Duration

10 weeks
1 session per week

Tools

ChatGPT, Claude, Google Gemini, NotebookLM, Waldo, Midjourney, Perplexity, Brandwatch, Sparktoro, Answer The Public

Methodologies:
Strategic planning canvases, consumer journey mapping, competitive frameworks

Course Overview

Exploring how AI can become a strategist’s ally. Students will master strategic thinking enhanced by AI tools, learning to use it as a valuable sparring partner while maintaining human insight and ethical responsibility.

Building on Module 1: Omnichannel Development, this class will cover how to apply AI-enhanced strategy within an omnichannel framework, ensuring consistency and relevance wherever audiences engage. By course end, students will have a repeatable framework for AI-enhanced creative strategy that works across agencies, brands, and freelance practice.

Learning Outcomes

  • Build an AI-enhanced strategic process from brief to creative solution
  • Gain hands-on experience with AI for trendspotting, briefing, and creative exploration
  • Develop omnichannel strategic frameworks that differentiate brands in an AI-saturated marketplace
  • Apply ethical guidelines when integrating AI into strategic development
  • Form an informed point of view on the opportunities and risks of AI in strategy
  • Design and pitch a campaign strategy that integrates AI intelligently and responsibly

Assessment Criteria

Weekly Assignments (70%): Strategic thinking, AI tool application, human insight integration
Final Presentation (30%): Complete strategic case, AI process transparency, presentation skills

Career Relevance

You will be equipped for strategic roles requiring AI fluency: Brand Strategist, Creative Strategist, Planning Director, Innovation Manager, or strategic consultancy positions in the AI-enhanced advertising landscape.
Meet the Instructor

Ilina Scott

Senior digital marketer and strategist with 20+ years’ experience growing global brands. Including: Google, YouTube, LEGO, Harry Potter & Pottermore, Nike, adidas, Unilever, Nestlé, TheNextWeb, H&M, VanMoof, Booking.com, KLM
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