AI Writing Fundamentals for B2B

Date: 2 July 2024  | Timings: 9am - 5pm  | Venue: TBC, Central London

Harness generative AI to accelerate and improve your B2B writing


Discover how AI writing can multiply the unique human value of your B2B marketing content, in this workshop led by B2B copywriting expert David McGuire. Focusing on key fundamentals, you’ll find use cases, spot pitfalls, and gain a clear structure for reviewing AI-generated text.

According to McKinsey, writing first drafts is now the most popular business use for generative AI. But it’s not as easy as just asking ChatGPT to write your blog. With hallucinations, inconsistencies, and originality issues, you need a safe, structured approach that uses AI to amplify your human strengths – without risking your brand.

This highly practical, full day in-person course will give you a chance to experiment, and build realistic use cases for AI in your own content writing process. Led by B2B writing and creativity expert David McGuire, you’ll get to know the possibilities and pitfalls as you improve and accelerate your work.

What will you learn?

Crucially, this not an exercise in wishful thinking, or another presentation on the futuristic magic of AI. It’s a realistic look at the approach you need to make the most of the tools that are emerging: where you can use them, and where you can’t.

  • Find the right use cases for AI-generated content
  • Understand how a Large Language Model works, and what this means
  • Gain a structured approach for reviewing AI writing
  • Use AI to help you generate ideas and evaluate your work
  • Harness the strengths and avoid the pitfalls of AI writing for B2B.

Who should attend?

This fundamentals course is for any B2B marketer who’s considering using generative AI as part of their content writing process.

It’s also ideal for marketers who have already begun to use AI, but need a clearer framework to feel confident about legal, originality, accuracy, and ethical issues.


Like all our courses, you’ll receive a certificate of attendance, which can be added to your LinkedIn profile and CV.

This certification acknowledges your time and dedication in updating your skills and knowledge to reflect the changing B2B marketing landscape.

Training Packages

Select either a Conference + Training Package or a Training Only Pass below. You can select your preferred training course on the registration form. 




What's included?

- A full day of B2B training on 2 July (worth £899)

- Training slide deck with all content covered

- Full access to the conference on 3 July

- Evening networking drinks on 3 July

- On-demand access to session recordings for three months post-event.






What's included?

- A full day of B2B training on 2 July (worth £899)

- Training slide deck with all content covered