Training 3

Course overview and introduction

The EU Artificial Intelligence Act (AI Act) establishes the EU’s first comprehensive, risk‑based legal framework for AI. This two-day, in-person course provides a practical, hands-on exploration of the Act, specifically designed for marketing professionals.

Through interactive workshops, real-world case studies, and group exercises, participants will learn how to:

Understand the Act’s structure and key obligations for AI providers, deployers, and users.
Identify high-risk AI systems and apply appropriate risk management measures.
Implement governance processes and maintain required documentation.
Align marketing practices with the AI Act and related EU rules, including data protection requirements.

The course combines legal concepts, technical controls, and organisational governance in an accessible, job-relevant format. By the end of the two days, learners will be able to apply these principles directly within their marketing teams and campaigns, ensuring responsible and compliant use of AI.

Aims of the course

Educate: Build a clear, practical understanding of the EU AI Act, its scope, and key obligations for marketers.
Enable: Provide hands-on tools, templates, and exercises to assess AI systems, classify risk, and start a compliance pathway within your team.
Empower: Equip participants to confidently contribute to AI governance, compliance, and procurement decisions in marketing campaigns and projects.
Embed: Foster sustainable, organization-wide practices for responsible AI through governance, documentation, and ongoing monitoring.

Who is the course for?

Marketing professionals designing or deploying AI-driven campaigns in the EU or targeting EU users.
Product owners, program managers, and technology leads responsible for AI initiatives.
Legal, compliance, and privacy professionals seeking a practical understanding of AI Act obligations.
Data scientists, ML engineers, and developers involved in building, testing, or documenting AI systems used in marketing.
Procurement, vendor management, and third-party risk teams evaluating supplier compliance.
Risk managers, auditors, and security professionals overseeing controls for AI systems.
Marketing, HR, and operations staff using or procuring AI tools who need to understand organizational responsibilities.

Benefits of attending the course

Practical compliance skills: Learn to identify high-risk AI, perform basic conformity checks, and prepare required documentation (technical files, logs, user instructions).
Role-specific takeaways: Actionable checklists and templates designed for marketing, legal, and technical roles.
Immediate application: Hands-on exercises and real-world examples to apply in your next campaign, AI project, or procurement decision.
Risk-focused approach: Understand prohibited practices, transparency obligations, and human oversight requirements to prioritize remediation actions.
Resource kit: Access downloadable policy checklists, conformity assessment starters, model inventory templates, transparency notices, and sample audit agendas.
Certificate of Completion: Receive a digital certificate demonstrating your learning, ready to share on professional profiles or use in internal audits and supplier reviews.

Certifications

Participants who complete the course and pass the final assessment will receive a Certificate of Completion, documenting:

Total learning hours (16 hours, in-person).
Core competencies covered: AI Act fundamentals, risk classification, documentation, governance, and marketing-specific compliance applications.

Indicative content & Intended learning objectives (ILOs)

The course is delivered as a series of practical, hands-on modules. Each module combines interactive discussions, real-world case studies, group exercises, and scenario-based activities. Participants work with downloadable templates, checklists, and worksheets to apply what they learn immediately to their marketing projects and campaigns.

Module structure (16 hours total based on your speed)

Module

What we cover

Key learning outcomes

Interactive session

Day 1: Understanding AI Risks and the EU AI Act

1.1 Overview of the EU AI Act and its Scope

Structure of the AI Act, risk-based approach, key definitions, intersection with GDPR and other EU rules

Understand the Act’s scope, risk-based framework, and roles of providers, deployers, and users

Group discussion: Identify AI systems used in your marketing campaigns and map roles/responsibilities

1.2 Definition and Examples of High-Risk Systems

What constitutes high-risk AI, examples in marketing, HR, finance, health; classification criteria

Identify high-risk AI systems in practice; differentiate high-risk from low/limited-risk systems

Workshop: Classify AI tools used by participants into risk categories

1.3 Principles of Risk Management for AI

Core principles of AI risk management, mitigation strategies, human oversight requirements

Apply risk management principles to marketing AI projects; understand prohibited practices

Case study: Evaluate a marketing AI tool for risks and propose mitigation steps

1.4 Detailed Steps in the Risk Management Process

Risk identification, assessment, mitigation, monitoring, and documentation

Develop a step-by-step risk management workflow for AI systems

Exercise: Create a mini risk management plan for an AI-driven campaign

Day 2: Responsible AI Use and Entity Obligations

2.1 Obligations for Providers of High-Risk AI Systems (HRAIS)

Compliance requirements, technical documentation, logging, transparency obligations

Recognize provider obligations and plan for documentation and reporting

Group task: Draft a sample transparency notice or user label

2.2 Establishing and Maintaining a Quality Management System (QMS)

Importance of QMS, planning, processes, responsibilities, monitoring

Understand how a QMS supports AI governance and regulatory compliance

Workshop: Map QMS processes to marketing AI workflows

2.3 Key Components of a QMS

Risk management integration, documentation, audits, continuous improvement

Identify key QMS elements and how they apply to AI projects

Activity: Create a checklist of QMS components relevant to participants’ teams

2.4 Balancing Innovation and Compliance

Strategies to innovate responsibly, scaling AI while maintaining compliance, internal governance

Apply compliance principles without stifling marketing creativity

Scenario discussion: Propose an AI campaign balancing creativity and regulatory obligations

Learning design & delivery

Format: Two-day, instructor-led workshop with interactive presentations, group discussions, case studies, and scenario exercises.
Assessment: Practical exercises and group activities throughout, plus a short applied project at the end to demonstrate learning.
Time Commitment: 16 hours total (8 hours per day), including hands-on sessions and discussions.
Support: On-site facilitation with expert guidance, plus Q&A sessions and peer collaboration throughout the workshop.

Learning outcomes — what you will be able to do after this course

After completing the course, participants will be able to:

Explain the EU AI Act’s structure, its risk-based approach, and who it applies to.
Identify high-risk AI systems and understand the documentation and conformity requirements that apply.
Draft key governance artefacts, including a model inventory entry, a high-risk checklist, a transparency notice, and a simple human oversight plan.
Apply practical procurement and vendor due-diligence steps to manage supply-chain and third-party risks.
Design an initial roadmap to embed AI compliance within marketing teams and prioritise remediation actions.

Other online training benefits

Hands-on, role-specific learning: Apply concepts immediately to marketing campaigns and AI projects.
Collaborative environment: Learn from peers, share experiences, and develop practical solutions together.
Scalable skills: Train multiple staff in a consistent, interactive format.
Trackable outcomes: Completion and participation can be documented for internal training and compliance purposes.
Up-to-date content: Course materials reflect the latest legislative and guidance updates.
Cost-effective delivery: Intensive two-day format reduces overall training time while providing actionable templates and exercises.