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AI for Corporate Communication and Marketing
Learn how to use AI to transform corporate communication, marketing and stakeholder engagement in regulated environments.
Across three practical days, you will explore strategy, governance and hands-on creation, producing real AI assets including campaigns, spokesperson videos and operational chatbots that support compliant, scalable and consistent communication.
3 Days
Overview
AI is reshaping the way organisations communicate, especially in sectors where accuracy, compliance and speed matter. This program gives leaders a clear understanding of how generative AI can streamline production, improve message consistency and reduce cost while meeting governance requirements. Each day blends strategic learning in the morning with practical creation in the afternoon, giving you the confidence to design and deploy AI communication tools immediately.
Across the three days, you will explore how AI transforms campaign development, visual content creation, spokesperson messaging and operational communication. You will learn how to build personas, define objectives and identify compliance constraints before designing targeted messages. Practical workshops guide you through creating AI-generated photos, videos, scripts and message pipelines that support ESG, HR, safety and stakeholder communication.
The final component focuses on building operational AI assistants and chatbots that support HR, safety, compliance, onboarding, patient information and customer communication. You will learn governance frameworks, risk controls and the technical foundations required to deploy AI tools safely in regulated settings. By the end of the program, you will have developed a suite of working AI assets and clear frameworks you can apply in your organisation.
Who Should Attend
This course is ideal for executives, communication leaders, marketing professionals, stakeholder engagement teams and operational managers who want to integrate AI into corporate communication. It is especially valuable for organisations working within regulated industries where consistency, compliance and accuracy are essential.
Course Content
During this training course, you will explore:
- Day 1: Strategy, Personas and Campaign Foundations
- How generative AI transforms communication in regulated industries
- Cost, speed and scalability benefits
- Legal, compliance and governance requirements
- Strategic campaign planning: objectives, personas, pain points, tone, direction
- Creation of a one-page campaign brief
- Practical workshop:
- AI-generated photos
- AI-generated videos
- Storyboard → script → video pipeline
- Mini-campaign (poster, video, slogan, messaging statement)
- Day 2: AI Spokespeople and AI Influencers
- Why organisations adopt AI spokespeople
- Use cases for safety, ESG, training, HR and stakeholder communication
- Ethical and reputational risks
- Framework: AI Spokesperson Governance Model
- Practical workshop:
- Custom AI avatar design
- Script development
- AI spokesperson video production
- Persona-aligned character creation
- Day 3: AI Chatbots and Workflow Automation
- AI assistants as “digital employees”
- Internal and external chatbot applications
- Governance and compliance
- Architecture overview including RAG for accuracy
- Framework: AI Operations Assistant Model
- Practical workshop:
- Build an external FAQ chatbot
- Configure tone, escalation and workflow
- Deploy a test version
Learning Outcomes
By the end of this training course, you should be able to:
- Design targeted campaigns using AI personas and messaging frameworks
- Produce compliant AI-generated visual and video content
- Build and deploy AI spokespeople for training, ESG and HR communication
- Create external AI assistants for customers
- Implement governance and compliance best practices for AI in regulated environments.
Facilitator Profile
Masha Polshinskaya
Entrepreneur, Brand Strategist, Digital & AI Innovator and PhD Researcher (UWA)
Masha is an internationally experienced entrepreneur and digital innovation leader with more than 20 years of expertise in brand building, marketing, and product strategy across France and Australia. She is the Founder and CEO of Mediqa, an AI-powered healthcare workforce platform. She is passionate about using technology to create human-centred solutions with global, scalable impact and is completing a PhD in Tech Entrepreneurship at the University of Western Australia. She also tutors Marketing, Digital Marketing, and Entrepreneurship units at UWA, supporting the next generation of marketing innovators and founders.
Her career spans FMCG, media, big data, and digital platforms. She helped establish Cleverdis, an international publishing and technology intelligence company, where she created the Hotel & Technology SmartReport. She also founded Russia Cola in France, a 100% raw, natural beverage brand that achieved rapid national adoption and was successfully acquired. She later led revenue and sales strategy for Perfumist, a fragrance big-data platform, and expanded Primtrek in Australia from zero clients to active operations across three states. With deep expertise in AI adoption, digital product ecosystems, and growth marketing, Masha specialises in taking early-stage ideas from concept to traction building brands people trust and platforms that scale.
Thinking, integrating, enacting
Across three days, strengthen your strategic leadership through real-world cases, peer learning and reflection. Refine your ability to craft and execute strategy that drives clarity, alignment and transformation within your organisation.
This comprehensive program focuses on the sustainability, performance, and resilience of co-operative and mutual organisations. It allows for a deep dive into the individual issues and opportunities that you and your organisation face.
Based on extensive and rigorous research in leadership development, this transformational program helps you discover what makes you a leader. You'll focus on your core beliefs about leadership, your capability as a leader and how to translate these into deeper, stronger and more influential relationships with other people.
*Executive Education program pricing includes GST
This experiential strategy program is targeted at leaders from the public, private and not-for-profit sectors who want to enhance their strategic thinking skills and business problem solving abilities.