Most marketers have now used AI. Far fewer have changed how they work because of it.

Almost every marketing team is under pressure to use AI. Very few have changed how they actually work. In most organisations it stalls because nobody owns it, there is no clear use case, and there is no method for applying it to a specific part of the job.

It already matters commercially. Business buyers now start their research with AI assistants, and often have a shortlist before they contact anyone. At the same time the work of marketing, from research through to content and outreach, can be done faster and in more depth than before.

of marketers feel pressure to introduce AI into their workflows

have fully embedded it

Source: Supermetrics Marketing Data Report 2026. 435 marketers in the US, UK, Germany, Australia and Singapore, October to December 2025.

What we'll cover

Applied AI across the marketing cycle.

We'll cover the impact of AI on business globally, the challenges of adoption, and how to apply it at each stage of the cycle. You'll leave with the knowledge and the plans to implement it in your own workflows.

Day one

The market and the strategy

The shift

What AI is changing for businesses globally, why adoption stalls, and where the tools are reliable and where they are not.

Market sizing

Total, served and obtainable market. You build a sizing with AI assistance and test the assumptions underneath it.

Audience

A customer profile and the wider buying group, researched with AI and then tested before you rely on it.

Strategy

Positioning and message, drafted with AI support and assembled into a playbook you keep.

Day two

The output and the measurement

Collateral

The landing page first: what it has to establish and in what order, then the wider set of assets a marketing function runs on.

Content

A content system built around the tools, including where automation earns its place and where it does not.

Channels

Professional networks, email and direct outreach, and how AI changes the practice of each.

Measurement

A framework suited to long sales cycles, and how to present it to a chief executive.

Reserve a seat

Tools we explore and apply in our workflow

Claude
ElevenLabs
Gemini
Looker Studio
Midjourney
n8n
ChatGPT
Perplexity
Semrush

What you leave with

Knowledge, frameworks, and a plan of your own.

Applied knowledge of AI

Where the tools are genuinely capable across each stage of the cycle, and where their output needs checking.

Frameworks you can use

Repeatable methods for sizing, audience, positioning, content, channels and measurement.

A plan for your own business

The beginning of a go-to-market plan you can implement in your own workflows.

Who it is for

Marketers and people responsible for growth.

Founders and chief executives

Of software houses, IT services firms and technology companies.

Heads of marketing and growth

Accountable for pipeline, and for what the function is capable of producing.

Business development leaders

Who have inherited marketing without a marketing background.

Marketers following AI at a distance

Who have watched it with interest and not yet found the time to act on it.

Executives with long sales cycles

At services, industrial and export businesses.

Your trainer

Sarosh Waiz

Founder of SYNQ and futurproof

Sarosh Waiz is the founder of SYNQ, a marketing and technology services company, and of futurproof.

He has spent twenty years in strategy, media and marketing leadership roles across WPP Media, IPG and Omnicom, working in the Middle East, South Asia and North America.

His career has covered most of the marketing cycle: brand and communications strategy, audience and market definition, positioning, go-to-market planning, marketing technology, data and analytics, and paid media at scale. His experience spans consumer and business-to-business organisations alike, across categories from food and packaged goods to aviation, energy and enterprise software.

In recent years his focus has turned to AI and its implications for the future of work, which led him to start futurproof.

futurproof's programmes are led by practitioners and designed as working sessions, where ideas are introduced and then applied to real problems.

Brands worked with