The Playbook in 60 seconds
The Playbook is shaped around your work, and you use it with the AI assistant you already have.
Step 1
Answer nine quick questions about your role, the industries you care about, who you work with and how you use AI today. Then choose the brand you'll work on: your own, or one of three fully built practice brands. Every example, explanation and brief fits your work from then on.
Set-up preview with the Playbook's own questions · Scroll to explore
Step 2
Six foundations teach the skills in order, from finding where AI will help your brand most to designing your own AI organisation. Each one starts with short, visual chapters built around recent work by real brands, with quick questions to test your thinking as you go.
Actual Playbook chapter · Scroll to explore
Step 3
In about ten minutes your AI team does its first job on your brand. You give your view, copy the brief into ChatGPT, Claude, Gemini or Microsoft Copilot, then judge what comes back at the review desk. Every foundation ends in a practical task, and everything you keep goes on your wall.
Actual Playbook screen · Scroll to explore
£95, all in, after seven days. Cancel before then and pay nothing. 14-day money-back guarantee.
Created by:
AI marketing pioneer.
Global brand builder.
Accredited by
Research into how artificial intelligence changes marketing work, decisions and skills.
Explore the accreditationEarly-access learners
4.8/5
43 early-access ratings
Building my first AI team was the moment this really clicked. I've got different agents developing copy options, then a reviewer checking them against the client brief. The ideas coming back are so much stronger. I went into work on Monday wanting to show people. Honestly, I haven't been this excited about learning something for ages.
I absolutely loved being able to use my own work as I went. I finished with next month's newsletter done, and I was really happy with it. Usually I buy a course, make some notes and never open them again. This one had me wanting to get back to it. Such a satisfying way to learn.
I absolutely love the copywriting team I've built. One agent develops the ideas, another writes the copy and a reviewer checks it against our brand. I sent a piece to our founder and she came back with 'Yes! That's us.' I was ridiculously pleased. I'm getting better work, and I'm enjoying making it again.
I started with absolutely no AI training and a lot of saved tips I didn't know what to do with. Now I can take a campaign brief, set up the work properly and explain why I've chosen the final version. People at work have started asking me for help! The Playbook has done wonders for my confidence. So glad I gave it a go.
I'm so pleased I signed up for this! Learning how to build my own AI team for our email work has been brilliant. I've got help coming up with ideas, writing drafts and checking them before I make the final call. We have such a small team at the charity. Having that extra help feels enormous.
I came into this as an experienced marketer and a fairly basic AI user. I'm now designing small agent teams around client jobs, setting the review criteria and working out where they need improving. That's a huge jump for me. The Playbook has opened up a whole new part of my practice, and I'm thoroughly enjoying it.
I started this as a complete beginner. Now I've built a small AI team to help with our marketing emails, and I can actually explain how it works! I'm so proud of that. I used to go quiet when AI came up at work. Last week I was the one showing everyone what we could do.
AI agents sounded miles beyond me. Then I built a small team for our content planning and spent the rest of the evening playing with it because I was so excited. Seeing the different roles work together is brilliant. I've gone from saving everyone else's AI tips to having something of my own that I'm really pleased with.
I thought this was going to take months to work through. Then I had a free weekend, got stuck into some of the key modules and built my first agentic AI copywriting team. I've got junior AI copywriters coming up with routes, with a more senior model reviewing and improving the work before it gets to me. The first time I ran a brief through it I just sat there grinning. As a freelancer, having that much help is a game changer.
The senior reviewer was the bit that sold me on working this way. I've set up a copywriting team where the drafts get checked against the brief and our approved claims before they come to me. I'm getting better work to make a decision on. I love that. I've already asked the rest of our account team to look at the Playbook.
The BrandOS bit is brilliant. I've got our customer information, brand rules and approved claims ready for my copywriter and reviewer agents to work from. The copywriter and reviewer are using the same information, so I'm not correcting the same things in separate chats. This has made such a difference to our launch work. I'm properly excited about it.
A few weeks on and the AI writers and reviewer I set up are part of how I work. I give it the client brief, run the drafts through the reviewer and then make my changes. I used to think building anything like that was well beyond me. Now I'm happily improving it as I go. Really pleased I bought this.
Finished it! I'm genuinely proud of that because I was fitting it around work and some evenings my brain was done. Having my own project to keep coming back to made such a difference. I loved seeing it come together, and I've got work at the end that I'm excited to use. Very happy I stuck with this.
This worked so well for us. We sell fairly complicated industrial software, so I was expecting to have to translate everything from consumer-brand examples. Using our own product made the exercises immediately useful. The explanation of what we do is clearer, the AI drafts are better, and I've already got the next job lined up. Really impressed.
Being between jobs had really knocked my confidence. I used one of the practice brands and ended up building a research agent, a copywriter and a reviewer around the project. I was so excited when I got the first proper run working. I've now got work I can show and explain, and skills I didn't have when I started. I absolutely loved it. I feel like myself again.
I used to watch people building agents and wonder how on earth they'd learnt it. Now I've built and tested my own team, and colleagues are coming to me for help. Being called the team's 'AI expert' still makes me smile. That's a huge change from where I started. I absolutely loved this.
The CRM section is excellent. I've built a small AI team to help develop our email sequences, with a separate review step for the logic and the copy. Seeing it catch an email going to someone who'd already bought was brilliant. I understand the whole thing much better now, and I've got something I can use again. Such a good course.
Really good investment. I've used what I learnt in both ChatGPT and Claude, and it's made me much better at getting useful work out of either. I feel far less dependent on finding the perfect tool now. I wish I'd done this before spending so much time hopping between them.
I was delighted I could get so much out of this using made-up details. Our rules around customer information are strict, and I'd kept putting off learning because I didn't know how to practise. I could properly get stuck in here. I've come away with work I'm proud of and much more confidence about what I can take forward for approval.
I started out using AI for the odd bit of copy. I'm now deciding which agents we need, what each one should do and where a stronger model should check the work before it reaches us. I've built and tested a small team around one of our recurring jobs. There are only two of us in marketing, so this feels huge. Easily the most useful training I've done in years.
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Swipe to exploreAverage of all 43 early-access ratings: 35 five-star and 8 four-star ratings. 20 learners also shared written reviews.
The complete Playbook
Seven-day free trial
£95
all in, after your seven-day free trial
Start your seven-day free trial today See how it works£95, all in, after seven days. Cancel before then and pay nothing. 14-day money-back guarantee.
Or buy now for £95, all in
Includes your Certificate of Achievement when you complete and save all six foundation tasks.
The situation
Everyone has access to the tools. The advantage comes from knowing how to use them brilliantly.
99% of marketers use AI.
Only 14% get results.
Uses AI Gets results
ISBA / IPA surveyAI skills command a 62% pay premium.
PwC AI Jobs BarometerThe idea
It teaches you the practical skills to get better work from AI, and gives you a certificate to prove you have them.
01The skills
Then take them into the channels you run, with up to eleven specialisms.
02The proof
A Certificate of Achievement accredited by The London Research Centre for Marketing & AI. You earn it by completing and saving all six foundation tasks, and every channel specialism you complete is listed on it.
View the certificateHow it works
You learn each skill by using it on a brand, your own or one of three practice brands, and each level builds on the one before.
Level 1
On demand
You brief AI as jobs come up, one conversation at a time.
You learn tofind the right opportunity, write a brief worth answering, challenge the first answer and improve the work.
Foundations 1 to 4
Level 2
Specialist team
A standing set of AI specialists, each with a role, a skill and a loop.
You learn toturn a recurring job into a specialist that does it your way every time, then add one for each channel you choose.
Foundation 5 and the channel specialisms
Level 3
AI-native organisation
Business units of AI agents, with senior models checking junior work.
You learn todesign an organisation sized to your ambition and budget, with rules for what goes out and what comes to you.
Foundation 6
At every level AI extends what you can do, and you decide what goes out.
What you make along the way
Your AI team is shaped around the channels you run and the way you work. You set up each specialist once, in the AI assistant you already use, with a role, a skill that does the job your way and a loop that runs it whenever the job comes round. You don't need to write any code.
Your AI specialists take the repetitive load, so everyone gets more time for the work that needs people.
Your recurring job
Core marketing method
Run, review, improve · after each run
Built in Foundation 5
Every specialism also gives you a finished piece of work on your brand, and five to seven current tools for that channel, matched to the step each one helps with.
The six foundations and four channel specialisms take about 14 to 15 hours. At three to four hours a week, that's about four weeks. You set the pace, and the Playbook always opens where you left off.
Week 1
About 3½ hours
You makeyour opportunity choice, then your brief and first response
Week 2
About 3 hours
You makeyour challenge record, then your revised brief and chosen direction
Week 3
About 4 hours
You makeyour repeatable workflow and your first two channel specialists
Week 4
About 4½ hours
You makeyour AI organisation plan, and you earn your certificate
One price covers the complete Playbook, including all eleven channel specialisms. Start with a seven-day free trial and judge it on your own work.
Seven-day free trial
£95
all in, after your seven-day free trial
Start your seven-day free trial today£95, all in, after seven days. Cancel before then and pay nothing. 14-day money-back guarantee.
Before you begin
About 14 to 15 hours for the six foundations and four channel specialisms, or about four weeks at three to four hours a week. Each foundation is about half an hour of reading and one practical task, so it fits around work. Your progress is saved to your account, and the Playbook opens where you left off.
Free courses are good for the basics, but using AI isn't the same as getting results from it: 99% of marketers use AI, and only 14% get results. The Playbook teaches you a practical way of working and has you apply it to your own work, in the assistant you already use. You finish with work you can use, your own AI specialists and a certificate. Try it free for seven days and judge it on your own brand.
You add a card to start your seven-day free trial, and nothing is charged during those seven days. Cancel any time in that week and you pay nothing. Otherwise £95, all in, is charged after seven days. If you keep it and change your mind, you have 14 days after the payment to ask for a full refund.
Yes. There's no coding: you work in the AI assistant you already use by copying ready-made briefs into it. Your AI team is a set of specialists you set up there, each with a role, a skill that does the job your way and a loop that runs it when the job comes round. A senior reviewer checks the work, and you decide what goes out. Set-up adjusts the explanations to your experience.
Set-up asks how you use AI today and pitches the explanations to match. The later foundations go well beyond everyday use: you turn a recurring job into a standing AI specialist, then design an AI organisation in which senior models check junior work. Each channel specialism goes deep on one channel. The free trial is the quickest way to judge the level.
Everything is built around your judgement. You brief AI with your brand's facts, challenge the first answer on its claims, numbers and fit, and improve the work before you choose a direction. Your BrandOS means every brief starts from your brand's facts, voice and rules.
You choose what to work on: your own brand, using public or approved information only, or one of three fully built practice brands with their own BrandOS and evidence pack. Set-up asks what information you'll share with AI and sets your working rules to match. Never put confidential or personal data into an AI assistant your employer hasn't approved.
Use a practice brand. MORENO/A, REDLIGHT and acme.ai each come with a full brand world, a BrandOS and an evidence pack, so you finish with work you can show and explain.
You work one task at a time, and every task leaves you with work you can use. Each one gives you a ready-made brief and step-by-step instructions, and the Playbook home always opens the exact chapter or task you reached.
It's a Certificate of Achievement accredited by The London Research Centre for Marketing & AI. You earn it by completing and saving all six foundation tasks, and every channel specialism you complete is listed on it. Your name, completion date and certificate number are recorded when it is issued.
The Playbook was created by Andy Parton, an AI marketing pioneer and global brand builder with 16+ years building brands, 6+ years pioneering AI and work in 60+ markets. The certificate is accredited by The London Research Centre for Marketing & AI.
It's for marketers in-house, in agencies, freelance or running their own business, and for people building towards a marketing role. Set-up tailors the examples and briefs to your role and up to three industries, and suggests three channel specialisms. Everyone takes the six foundations, then chooses from eleven specialisms: social media; search and AI discovery; websites and owned content; e-commerce; CRM and lifecycle; creators and affiliates; PR and reputation; retail and shopper marketing; video, audio and display; out of home and print; experiences and partnerships.
It works with the one you already have: ChatGPT, Claude, Gemini or Microsoft Copilot. Every brief works in any of them, and set-up adds tips for the ones you pick. You don't need to buy any other tools. The tools named in each specialism are optional suggestions.
The core is a way of working that carries across tools: how you brief, check, improve and organise AI work. Tool details are dated, so you can see when each one was last checked.
Sample. Your certificate shows your name, completion date and reference when it is issued.
