Create, Test & Improve Your Marketing Content with AI

Creating effective marketing content can be time-consuming, especially when businesses need to consistently produce content that connects with different audiences. AI is creating new opportunities to support the content creation process, from developing ideas and understanding audience perspectives to testing messages and refining campaigns. This practical workshop explores how businesses and marketers can use AI as a strategic content and marketing partner, rather than simply as a tool for generating social media posts or advertising copy. Participants will work through a hands-on process to develop audience-focused content ideas, explore different customer perspectives, create and test marketing messages, and refine content based on AI-generated feedback. The workshop will demonstrate how AI can help with content planning, audience targeting, messaging, campaign concepts, and identifying potential customer questions or objections before content is published. Participants will also explore how to use AI to challenge their own assumptions and look at content from different audience perspectives. This can help businesses create more relevant, engaging and customer-focused marketing content while reducing the time spent developing and refining ideas. The workshop also highlights the importance of human judgement and real customer insight. AI-generated feedback should be treated as a tool for exploration and experimentation, rather than a replacement for real customer research, feedback or marketing expertise. Learning Outcomes By the end of the workshop, participants will be able to: • Use AI as a strategic content partner to generate, develop and refine marketing ideas beyond simply creating copy. • Develop audience-focused content ideas based on customer needs, motivations, pain points, questions and purchasing contexts. • Create stronger marketing messages and content concepts using AI to explore different angles, hooks, value propositions and calls to action. • Use AI to view content from different customer perspectives and identify potential questions, objections or areas of confusion before publishing. • Test and refine marketing content before launch by using AI to evaluate messaging, offers, positioning and campaign concepts. • Improve content planning and campaign development by using AI to generate ideas, organise content themes and develop content variations for different audiences and channels. • Use AI-generated feedback effectively while recognising the limitations of simulated customer perspectives and the importance of real customer feedback. • Develop a repeatable AI-assisted content process that can be applied to future marketing campaigns and content creation. This event is proudly part of NSW Small Business Month 2026. YOUR PRESENTER - DEBBIE HATUMALE-UY Debbie Hatumale-Uy is the founder of The Collab Co, a strategic marketing and AI adoption advisory practice, and the force behind Only The Sweet Stuff, a 20,000-strong crafting community built on organic growth. She's also the author of Community Is the Strategy: How to Build a Business That People Want to Belong To. With over 20 years of experience across McDonald's Australia, Canon, Transport for NSW, McCann Worldwide and as former CMO at Realise Business, Debbie now helps founders and small businesses grow through practical strategy and smart AI adoption, without the fluff or the big budgets. Featured on ABC News and Ticker, and named one of Australia's Top 50 Small Business Leaders by Inside Small Business, she's a sought-after speaker on AI, digital marketing and community-led growth. Known for making the complex feel simple and the strategic feel achievable.