AI Marketing Crash Course 2027: From AI Tools to Connected Workflows & Scalable Systems
Virtual Masterclass
28 October 2026, 9am-1pm (GMT+8), Wednesday
Overview
Across Southeast Asia, AI has already become the operating standard for marketing. Eight in ten organisations in the region now carry AI in their marketing plans at a moderate level or higher, and only 4% are still at the awareness stage. Regional research puts it plainly: adoption is the price of entry now, not an advantage. The adoption question is answered. You answered it.
What comes next is a different kind of question, and it isn’t about skill. It’s about architecture. Advanced adopters in the region have scaled AI across content and creative at more than twice the rate of early-stage organisations — 54% against 25%. The difference between those two groups is rarely talent or tooling. Brilliant work is happening in tools that don’t talk to each other, and the value leaks in the gaps between them.
AI Marketing Crash Course 2027: From AI Tools to Connected Workflows & Scalable Systems is a four-hour crash course in closing those gaps. You’ll get a clear map of the tool landscape — what each type is genuinely for, and where each one stops — then spend the session moving up a three-step ladder: from the augmented individual, to the connected workflow, to a marketing operating system that runs without babysitting and proves its number.
The session is built for regional reality. Multi-market teams run at the speed of their least connected market, and a campaign that has to land in six languages breaks in places a single-market workflow never will.
You leave with a 2027 plan you can take into budget conversations: what to spend on, how to shape the team around it, and what you’ll be able to prove by Q4.
The Three Steps
| Step | What it means | What changes |
|
Step 1: The Augmented Marketer |
Individual capability. Tools make one person faster, sharper, more productive. Most of the region is already here — adoption is now the regional baseline, not the differentiator. | Personal output. Speed and range. |
|
Step 2: The Connected Workflow |
Tools chained together through automation and a shared ecosystem — brand knowledge, assets and data that every tool can reach, across every market you run. | Team output. Consistency, handoffs, less rework. |
|
Step 3: The Operating System |
Automated, model-agnostic, and measured. The system survives when the model changes, and reports against your KPIs. | Business output. Budget defensibility. |
Most teams have step 1 solved and step 2 half-built. Step 3 is where 2027 planning actually lives, because it’s the only step that changes how you budget and how you organise people.
A regional note on step 2. The markets represented in this room sit at different stages, and that’s design input rather than a problem. A workflow built in your most mature market usually needs different checkpoints by the time it reaches your least mature one. You’ll design for that difference rather than around it.
Model-agnostic matters more than model choice. If swapping Gemini for Claude or GPT breaks your workflow, you built a dependency, not a system. Step 3 is about designing so the model is a component you can replace — which also protects you as language performance across the region’s markets keeps improving at different speeds across models.
Smart Tools
Hands-on across the session, each tool standing in for its family — assistants, producers, connectors, builders:
Grounded assistants
Gemini Notebook on your own documents, and a shared brand assistant your regional team can work from.
Production at volume
The Sheets × Gemini pattern applied to a market matrix — one campaign, many markets, many languages — and batch creative variants with Gemini Nano Banana.
Chained workflows
How do you design automated workflows with data as its core, including the localisation, plus script-to-slides-to-video with Google Slides and Google Vidds as a production chain.
The bought chain
An end-to-end campaign in mavic.ai — strategy to idea to creation to template automation.
Custom builds
Problem definition, product requirements prompting, and a working prototype built with Claude Code.
Smarter Strategies
- Sort any tool — including ones that launch next quarter — into its family in under a minute.
- Decide where automation belongs, and where a human checkpoint earns its cost. Language and cultural nuance is usually one of those places.
- Build a shared ecosystem so brand knowledge is available to every tool and every market, not re-typed into each one.
- Design model-agnostic so a better model becomes an upgrade instead of a rebuild.
- Translate AI work into KPIs your finance team already recognises.
Endless Possibilities
By 1:00pm you will be able to:
- Place every workflow your team runs on the three-step ladder.
- Name the two or three connections worth building first, and why those.
- Draft 2027 budget lines that separate seats, platforms, builds, data and enablement.
- Sketch a team operating model — who owns assets, who owns workflows, who owns the system — including how that works across markets.
- State what you’ll be able to prove by the end of 2027.
Why You Can’t Miss This
- Four hours, one plan. Timed for budget season, not for browsing.
- Starts where you are. You already use these tools. This is about what you connect them into.
- Built for multi-market teams. Localisation, market-level maturity gaps and language quality are designed into the workflows, not bolted on.
- Vendor-neutral by design. The three steps and four families outlive every tool in the room.
- Built for the conversation upstairs. The output is something you can present, not a folder of screenshots.
Who should attend
Marketing leads, regional and country marketing managers, heads of digital, brand and performance owners, agency strategy directors, and business owners shaping 2027 budget, headcount or tooling decisions across one or more markets in the region. Practitioners already working with AI daily will get the most from it — the session assumes fluency and builds on top of it.
About the Trainer
Yak Yih Cheng “YC”
Marketing Consultant
YC has spent 20 years helping brands across Asia grow through customer experience, data and marketing technology, working with retail, F&B, automotive and insurance clients to uncover new revenue sources, design CRM and contact strategies, and improve conversion.
He is fractional AI Experience Architect at a brand marketing AI startup, designing new features and helping clients put AI to work on real marketing problems rather than demos.
Active in the startup scene, YC has mentored 250+ startups over five years on value proposition design, pitch narrative, deck design and sustainability systems, and teaches Digital Marketing Transformation and Data Storytelling at NTU's Master of Media and Communications programme.
An avid LEGO fan, he uses the LEGO® SERIOUS PLAY® method to help clients work through complex business problems by building them.
Testimonials
Straight-forward, practical and professional.
Digital Marketing Manager
Sedunia Travel
Very practical. The hands-on guidance was very useful - trainer was patient in answering all questions etc.
International SOS
The course is very useful and taught us how to utilise AI to help and improve with our daily tasks.
Assistant Manager, Trade Marketing
Hong Kong Tourism Board
Very practical and useful.
Digital Marketing Specialist
International SOS
As a marketer who is still new to working with data, I found this Claude masterclass incredibly useful. The content was presented in a clear and digestible way, making it much less intimidating. I also appreciated seeing how the same dataset can produce different insights and outcomes depending on the prompts and approach used. It was a practical and engaging learning experience.
Marketing Executive
International SOS
Wonderful session for marketers.
Trade Marketing Senior Manager
Hong Kong Tourism Board
Informative and very useful.
Assistant Manager
Hong Kong Tourism Board
Agenda
Key sessions
- The 2027 Marketing Landscape: Where regional marketing stands and why connection — not just AI adoption — is the next priority
- The Four Tool Families: Understand what each AI tool category does, where it fits and where it stops
- The Augmented Marketer: Work hands-on with Gemini, brand assistants, Sheets and AI-powered creative at scale
- The Connected Workflow: Design automated, data-led workflows across tools, markets, localisation and approvals
- Buy vs. Build: Decide when to use ready-made AI platforms and when to build your own workflows
- The Marketing Operating System: Explore model-agnostic design, custom AI prototypes and KPI measurement
- Plan 2027 Workshop: Map your workflows, budget priorities and team operating model for the year ahead
Register today
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*9% GST applies for Singapore-based companies and individuals.
**Group discounts applicable.
***This course is HRDC claimable (under SBL scheme), up to allowable cost per matrix, for Malaysian-based companies.
****The mode of delivery for this virtual class is Zoom. Joining details will be shared nearer to the masterclass.
- All bookings are final.
- Should you be unable to attend, a substitute delegate is welcome at no extra charge.
- MI Masterclass Series cannot provide any refunds for cancellations.
- MI Masterclass Series reserves the rights to alter the programme without notice, including the substitution, amendment or cancellation of trainers and/or topics.
- MI Masterclass Series is not responsible for any loss or damage as a result of a substitution, alteration, postponement or cancellation of the event.