Franciszek KołpanowiczEpisteme AII have a plan for using AI in your company

Second day −20%

Marketing · beginner

AI in marketing and content creation

Posts, articles, newsletters, graphics and a communication plan. With rules that stop the brand voice from sounding machine-generated.

Gemini · 1 day or 2 days · online or in person

November offer Until 30 November: second training day 20% off. 2-day package: PLN 8,994 instead of PLN 9,994.

Offer terms

For one team of up to 15 people booking two days of the same programme. Booking (written confirmation of the date) by 30 November 2026, delivery by 31 March 2027. Final price, VAT-exempt supply. Travel outside Kraków and the surrounding area is agreed separately.

For your manager

Business objective
Content that does not sound machine-made
Who it is for
marketing specialists, owners of small businesses who run their marketing themselves, people responsible for communication and social media, and people who combine office duties with promoting the company
What the team will be able to do
  • A month’s content plan in a single afternoon
  • Copy in the brand’s voice, not in an AI style
  • Graphics and variants for testing without an agency
Duration and format
1 day or 2 days, online or at your premises. Exercises on the participants’ own tasks, not examples from the internet.
Tool
Gemini. I run the programme on the tool the company uses or plans to use.
Data security
In every programme: what may be shared with an AI tool and what stays in the company.
Indicative cost
From PLN 4,997 per day of in-company training, up to 15 participants, final price, no VAT added. The final quote depends on the scope, format and location of the training. VAT-exempt supply (Art. 113 of the Polish VAT Act).

Programme

Key information

Duration1 training day (6 hours)
Formatin person, workshop-based

Main tool: Google Gemini (the free version is enough for the training)

Group sizeup to 10 people
Especially recommended formarketing specialists, owners of small businesses who run their marketing themselves, people responsible for communication and social media, and people who combine office duties with promoting the company

The training is intended for people who create content and run an organisation’s marketing activities and want to base this work on generative AI. The programme begins with the prompt as the foundation of working with content, moves on to Canvas and work on text variants, web pages and infographics, then to posts, advertising copy and visual materials, and ends with designing your own AI assistants and a review of tools that support everyday marketing work.

During the training, participants will find out, among other things:

  • How to build a prompt that produces content in the organisation’s tone rather than a generic response
  • How to work in Canvas on text variants, web pages and infographics
  • How to create posts, advertising copy and graphics tailored to a specific audience
  • How to generate visual materials and podcasts from your own content
  • How to design your own AI assistants with the KREDOS method
  • How to build an assistant with a knowledge base about the organisation, its offer and its communication style
  • How to build a team of marketing assistants: a strategist, a sequence designer and an analyst
  • Which tools support marketing work: Instantly, Gamma, Fireflies, Apify and Claude Cowork

The training is workshop-based. Participants work on scenarios and demonstration data prepared by the trainer. The main tool is the free version of Google Gemini, so the techniques learned can be used straight after the training, with no additional licence costs. The module on marketing tools is presentation-based: participants learn about their applications without setting up their own accounts. The emphasis is on personalised content, tailored to the organisation’s communication style and to the specific recipient, rather than generic responses.

Objective

The objective of the training is to familiarise participants with applications of generative AI in content creation and marketing activities. The programme covers work with Google Gemini: building prompts for content, working in Canvas, preparing posts, advertising copy and visual materials, and designing custom AI assistants, including a team of assistants that support campaign planning, building mailing sequences and analysing results. A separate module presents tools that support marketing work. The training emphasises personalising the message, that is, adapting the language and arguments to the organisation’s communication style and to the chosen audience. A separate module is devoted to data security, anonymisation and GDPR-compliant working.

Learning outcomes

After completing the training, participants:

  • Build prompts that reflect the organisation’s communication style and correct AI responses instead of starting over
  • Work in Canvas on content variants, web pages and infographics
  • Create posts, advertising copy and visual materials tailored to the chosen audience
  • Optimise content for search engines by selecting keywords and structuring the text
  • Design and configure AI assistants with a knowledge base about the organisation and its offer
  • Build mailing sequences with follow-ups for a chosen audience
  • Select tools that support campaigns, meeting notes and lead generation
  • They recognise data that must not be shared with a public AI tool, and anonymise it before analysis

Programme

Module 1: The prompt as the foundation of working with content

  • Key concepts related to how AI works: prompt, context, context window, hallucination
  • Anatomy of an effective prompt, the KREDO model
  • Describing the organisation’s communication style as a permanent part of the prompt, so that texts sound consistent with the rest of the company’s materials
  • Correcting AI answers, working in a single thread instead of starting over
  • Global instruction: standing guidelines that Gemini takes into account in every subsequent conversation
  • Verifying content and sources: how to recognise material made up by AI

Module 2: Canvas, interactive work with content

  • Canvas: changing the length, style and tone of a text without rewriting it from scratch
  • Working on several variants of the same message side by side
  • Creating web pages and interactive materials
  • Infographics prepared from previously developed content
  • Generating audio podcasts from text materials

Module 3: Marketing content and visual materials

  • Social media posts written for a chosen audience, not generic ones
  • Advertising copy, service descriptions and headlines generated in variants for comparison
  • Personalising the message: adapting language and arguments to a specific recipient
  • Generating graphics and visual materials in Gemini
  • Optimising content for search engines, keyword selection and text structure

Module 4: AI assistants, designing with the KREDOS method

  • What assistants (Gems) are and how they differ from a single prompt
  • AI assistant vs AI agent: scope of operation and limitations
  • The components of an assistant: system instruction, knowledge base, user command
  • The KREDOS method: designing an assistant together with its standards, that is, the boundaries of its operation
  • Configuring the knowledge base: description of the organisation, offer, communication style, templates
  • Testing and improving the assistant when its answers fall short of expectations

Module 5: A team of marketing assistants

  • Marketing strategist: an assistant that builds the campaign plan, audience personas and activity calendar
  • Mailing sequence designer: an assistant that prepares the entire sequence with follow-ups, in one tone and for one audience
  • Campaign results analyst: an assistant that reads indicator reports and formulates conclusions and recommendations
  • A shared knowledge base for the whole team of assistants, so that all roles work from the same description of the organisation, offer and communication style
  • Passing the output of one assistant on as input for the next
  • Exercise: each participant designs, tests and improves one assistant from the team

Module 6: AI tools in marketing (presentation part)

  • Instantly AI: running cold mailing campaigns and managing replies from multiple inboxes
  • Gamma AI: presentations, flyers and web pages created from a description
  • Fireflies: automatic notes and summaries from client meetings
  • Apify: finding potential customers and collecting data from websites
  • Claude Cowork: a marketer’s complete workflow in one environment
  • Discussion of the legal and terms-of-service aspects of cold mailing and of collecting data from websites (PKE, GDPR)

Module 7: Data security, GDPR and summary

  • What can be shared with a public AI tool and what must stay within the organisation
  • Anonymising customer and contractor data before sharing it for analysis
  • Personal data in marketing databases and the GDPR
  • Account privacy settings and control over conversation history
  • Summary of the training and a question session

Trainer

Franciszek Kołpanowicz: entrepreneur and certified AI trainer who helps leaders and teams become more effective through intelligent technologies. He has been published in Rzeczpospolita, among other places. He has more than 2,300 hours of work with generative AI and more than 2,000 hours of work with training groups behind him, and he shares his knowledge at public events, including the “Manager in the Age of AI” training organised by Rzeczpospolita, as well as at the UKEN and PASE conferences.

His background in philosophy (Jagiellonian University) and his experience in IT quality control allow him to combine analytical thinking with asking the right questions. His own practical journey with AI showed him how this technology can become a real lever for growth.

Drawing on hands-on experience, he shows leaders and their teams how to use AI not only to work more efficiently but also to think more clearly and make faster business decisions. His AI training has, among other results, cut the time needed for routine analysis of multi-page legal documentation by 80%.

In his training sessions he pays particular attention to the participants themselves, drawing on their experience and needs as the work progresses. As a result, his sessions are not repetitive routine but an enriching and individual experience.

His mission is to make artificial intelligence a practical tool for development: business, intellectual and cultural.

Prerequisites

The training does not require any previous experience with AI tools. On the participants’ side, the following must be provided:

  • A computer workstation for each participant, one laptop per person, not shared
  • A Google account with access to Gemini (gemini.google.com); the free version is enough for the training
  • Basic use of a browser and a text editor

Organisational requirements on the client’s side

  • One workstation per person, a laptop for every participant, no sharing
  • Stable Wi-Fi in the room, sufficient for 10 people working at the same time
  • A projector or large screen for the trainer’s presentation
  • A room suitable for workshop-style work, with tables and space for notes
  • A flipchart or whiteboard with markers

Methodological note: the training works with a single working tool, Gemini, so that within one day participants can genuinely master how to use it in the context of their own work, rather than merely see a few demonstrations. The other tools are discussed in the presentation part, without setting up accounts.

The exercises are run on scenarios and demonstration data prepared by the trainer.

To be confirmed before the training

Licences and access:

  • Does every participant have their OWN work account, or do they share one?
  • Which Google Workspace plan does the organisation have?
  • Gemini access to Google Workspace applications (Gmail, Drive, Docs, Sheets) switched on: a setting on the organisation’s administrator side

Participants’ technical readiness (CRITICAL):

  • Every participant must arrive with a Google Workspace account already signed in on their own laptop: we do NOT set up accounts in the training room
  • Please run a test before the training: each participant opens gemini.google.com on their work account and checks that they can ask a question and receive an answer
  • If any participant does not have access to Gemini: please let us know in advance and we will discuss an alternative route

Infrastructure:

  • Stable Wi-Fi

Request a training proposal

I will tailor the programme to the team and send a quote within one working day.

Programme: AI in marketing and content creation