new

AI & content marketing

Create and optimise high-performance content marketing strategies using artificial intelligence. This short course teaches you how to imagine powerful brand stories, produce engaging and consistent content, structure an agile editorial calendar and monitor their performance across all channels.

training informations

Short program (FC)

duration

3 days spread over 1 month

price

CHF 2’250

language

French

location

Onsite

internationally recognized

hands-on & practical course

Presentation of the program

The AI & Content Marketing short course will help you evolve your content marketing practices, by helping you integrate artificial intelligence as a strategic lever. Far from a purely technological approach, this programme will enable you to design solid, differentiating editorial systems, where AI enhances the relevance, creativity and effectiveness of your content.

You will explore the new challenges of content marketing in the age of AI: understanding audience expectations, structuring editorial paths, large-scale personalisation and optimising return on editorial investment. You will learn how to design content strategies aligned with your organisation's overall objectives, integrating AI to refine needs analysis, enrich creative processes and monitor performance.

Particular attention will be paid to building and managing a coherent and agile editorial strategy. You'll be using AI to anticipate key themes, balance content formats, adjust publication rhythms and reinforce the consistency of the message across all channels. The aim: to transform the editorial strategy and its calendar into a genuine differentiating tool, serving an engaging and continuous content experience. Through inspiring case studies and strategic design workshops, you will develop a critical and methodological approach to the use of AI, integrating it in a relevant and measured way at the heart of your editorial strategy.

Learning objectives

Analysing changes in content marketing and identifying the strategic and operational contributions of AI.
Design an engaging content strategy using AI as a lever for creation, distribution and analysis.
Manage and optimise content systems thanks to a structured editorial approach supported by AI.

Target audience

Marketing and communication professionals in charge of content strategies and wishing to integrate AI into their activities.
Content creators, brand managers or publishers looking to optimise their communication and engagement strategy.
Innovation managers, consultants or project managers who want to use AI to optimise marketing actions.

About the program

This short program AI & content marketing was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .

This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .

our speakers

Jana Gross professor

French

main program

Digital

Marketing

4.5

Digital marketing

15 days spread over 5 months

CAS

French

onsite

Program's sessions

You can see all of our open program sessions in management & leadership below. Click on the session you are interested in to obtain its full calendar.

March 2026

open

full dates: 30 April, 1 and 2 May 2026
language: French
registration: Before 26 March 2026

enroll now

Related programs

The Executive Education HEC Lausanne offers more than 59 Open programs in various fields: Digital. As a result, and beyond this short program in AI & content marketing, we offer several other related programs that may be of interest to you.

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