Having reliable AI-generated insights is only useful if you have a process for turning them into campaign strategy. Many marketing teams use AI research tools reactively, opening a platform and seeing what comes up rather than building research around the questions a campaign actually needs answered. This module introduces a structured approach to AI-assisted research that starts with clear research questions, matches tools to question types, and synthesizes findings into a campaign-ready summary. By the end of this module, you will be able to run a structured AI research session from brief to output and produce findings that translate directly into campaign strategy.

Not every AI tool that promises to transform your marketing workflow actually will. Choosing the right tool for your tech stack requires more than a compelling vendor demo. It requires a structured evaluation process that tests each tool against the criteria that matter most in your specific environment: capability, compliance, integration, reliability, and cost. This module gives you a practical framework for making AI tool adoption decisions that are defensible, sustainable, and aligned with your actual workflow needs. By the end of this module, you will be able to evaluate AI tools systematically and produce a clear, criteria-based recommendation for any marketing use case.