AI Marketing Training
Hands-on AI marketing workshops — from first prompts to fully automated workflows — built on 10+ years inside ADA, Dentsu, and Publicis.
The real problem
The problem isn't AI adoption. It's AI capability.
Every marketing team I work with tells me the same thing. They've tried ChatGPT. They've sat through a webinar or two. Someone downloaded Midjourney. And yet — the output is still generic, the workflows haven't changed, and the team doesn't trust what comes out.
Your team has AI tools but no system to use them. Campaigns still take the same time. Creative production hasn't sped up. Nobody can measure what AI actually contributed.
You feel like you should have figured this out by now. Most marketing professionals carry a quiet mix of embarrassment and anxiety about how little they actually understand AI — even the ones who use it every day. The gap between "we use AI" and "we're good at AI" feels enormous — and growing.
No marketing team should be left to figure out AI from YouTube tutorials and vendor demos. The tools aren't the problem. The training market is — it's either surface-level prompt tips or abstract strategy decks that never touch a live campaign.
Your guide
I'm Jia Wei Tan. I don't teach AI tips — I help marketing teams build AI systems that work on Monday morning.
I spent a decade inside ADA, Dentsu, and Publicis — the last role as Head of MarTech, selling and deploying multimillion-ringgit CDP projects. I've seen what happens when teams get the right tools but not the right training.
That's why I built JWT & Co: bespoke workshops that take marketing teams from "we use ChatGPT sometimes" to building custom AI workflows they actually run in production.
The Michelin Kitchen Framework
The judgement to evaluate AI output. Knowing what good looks like before you try to make it. Without taste, every new model just produces more work you can't trust.
Structured workflows and systems — the environment that makes consistent output possible. Prompt libraries, context files, brand voice documents. The difference between cooking from muscle memory and reinventing every dish.
The confidence to build, not just follow recipes. Your team owns and extends their AI systems — when the next model launches, they adapt in days, not months. That's the goal of every engagement.
Training programs
Every format is HRD Corp claimable and customised to your team's actual campaigns.
A practical foundation in AI for marketing — current landscape, prompt engineering, brand voice systems, and AI-powered creative or performance workflows. Hands-on with your team's real campaigns. They leave with reusable frameworks and the judgement to brief AI properly, not just poke at ChatGPT.
Your team builds custom AI workflows — from Claude Code environments to MCP integrations that connect AI directly to your analytics, ads, and CRM. This is where AI stops being a chat tool and becomes an operating system.
1:1 or small-group coaching sessions for individuals or leads who want hands-on guidance on specific AI challenges — reviewing workflows, building prompts, or working through a real problem together. HRD Corp claimable (min 4 hours).
Multi-day engagements tailored to your exact stack, team size, and goals. From creative agencies to Fortune 500 marketing teams — scoped after a discovery conversation.
Not sure which tier? Message me — I'll recommend the right fit →
Results
Not abstract "AI capability." Specific, measurable changes to how your team works.
Generic output that sounds like the internet's average.
Campaign-ready assets that sound like your brand.
Be the marketing team that sets the bar for AI-powered creative — not the one chasing it.
14 subscriptions, 6 disconnected tools, nothing compounding.
One workflow that improves every time your team uses it.
Be the team that built their AI stack — not the one that bought subscriptions and used three.
When a new model launches, you're back to square one.
Your team adapts in days because they understand the architecture.
Be the team the CEO points to when someone asks "what's our AI strategy?" — and have a real answer.
BLWN Creative — a Malaysian creative agency — ran 3 bespoke workshops across 4 teams covering creative production, strategy & content, and performance & social. Custom Gemini workflows and Skills were built specifically for their production process — from KV generation and adaptation to research reports and storyboards.
How it works
No boilerplate. Every engagement starts with understanding your team's actual situation.
We talk. You tell me what your team's working on, where AI fits (or doesn't), and what's been tried. I ask questions. No pitch, no pressure — this is a scoping conversation.
I build a custom workshop agenda around your team's real campaigns, tools, and pain points. Not a generic curriculum — the exercises use your actual data and deliverables.
Your team doesn't just learn — they build. By the end, they have working AI workflows they can run the next morning. And I check in after to make sure it sticks.
Proof
BLWN Creative ran 3 bespoke workshops across 4 teams — creative production, strategy & content, and performance & social. I built custom Gemini Skills and workflows tailored specifically to their process: KV generation and adaptation, research reports, campaign proposals, and storyboards.
Not by replacing their creative team with AI — by giving them tools they actually own and understand.
Curriculum
Every module is hands-on. Your team works on their real campaigns, not sample data.
| Module | What Your Team Learns | What They Build |
|---|---|---|
| AI Landscape & Tool Selection | Current state of AI in marketing — what works, what's hype, what's next. Tool evaluation framework so teams stop subscribing to everything. | A curated tool stack matched to their actual needs |
| Prompt Engineering | COSTAR framework, chain-of-thought, context engineering. The difference between "write me a caption" and getting output you'd actually use. | 5+ reusable prompt templates for their real campaigns |
| Brand Voice & Context Systems | How to give AI your brand's taste — voice documents, style guides, context libraries that make every prompt on-brand. | A working brand voice system they can paste into any AI tool |
| AI-Powered Workflows | From individual prompts to end-to-end workflows — research, creative, media, reporting, all connected. | At least 2 automated workflows ready to run Monday morning |
| Module | What Your Team Learns | What They Build |
|---|---|---|
| Claude Code & Custom Environments | Setting up AI as an operating environment, not just a chat window. Skills, custom instructions, persistent context. | A configured Claude Code instance tailored to their role |
| MCP Integrations | Connecting AI directly to analytics, ads, CRM, and reporting tools. The "USB port for AI." | Working MCP connections to their actual data sources |
| Agentic Marketing Workflows | AI that runs multi-step marketing tasks autonomously — from brief to execution. | A prototype agentic workflow for one real use case |
FAQ
Most AI training teaches tools — here's how to use ChatGPT, here's a list of 10 AI tools, here's a prompting template. That's Level 1. JWT & Co workshops teach systems — how to build reusable workflows, connect AI to your actual data, and create an AI marketing environment your team owns. If your team can use ChatGPT but can't explain how AI fits into their campaign workflow, this is the gap.
Yes. I've trained creative teams, strategists, and marketing managers who'd never opened a terminal. The workshops are designed to meet your team where they are. The foundations tier requires zero technical background. The advanced tier (Claude Code, MCPs) is for teams ready to go deeper — and even then, I walk them through every step.
Fully claimable under HRD Corp's SBL or HCC schemes for Malaysian companies that contribute to the levy (10+ employees). Your company can claim back the full training cost — subject to available levy balance. I handle the application paperwork so your HR/L&D team doesn't have to navigate it.
That's what the discovery conversation is for. Tell me about your team — size, current AI usage, what you're trying to achieve — and I'll recommend the right format and duration. No obligation, no pitch deck.
An agency builds your dependency. This builds your capability. After the workshop, your team owns the workflows, the systems, and the knowledge. When the next AI model drops, they adapt — they don't need to call an agency. That's the difference between renting and owning.
Every engagement includes a post-workshop check-in — a follow-up session to troubleshoot what's working, refine workflows, and answer questions that come up once the team starts using AI in production. You're not left to figure it out alone.
Because the failure wasn't the tools — it was the approach. Most enterprise AI pilots stall because teams start with tools and hope for results, instead of starting with workflows and building toward output. The workshop reverses that: your team builds a working system in the session, sees immediate results, and has a framework for expanding it. That's not hope. That's engineering.
Still have questions?
Message Me on WhatsAppThe gap between teams that use AI and teams that use it well is widening every quarter. Structured training is the difference.
You've read this far because you know your team can do more with AI. The question isn't whether to invest in training — it's whether to do it now or wait until the gap gets wider.
One discovery conversation. No pitch, no obligation. Just a clear picture of what your team needs and how to get there.