How equitably.ai and AMI Are Bringing AI Learning to Marketing Professionals in Australia
The percentage of UK business leaders planning to redirect investment from staff to AI stands at 51%. The Boston Consulting Group shared this with the Financial Times, adding that people are increasingly recognising AI and generative AI’s potential to boost productivity—especially at a time when employment costs are rising.
In the marketing world, AI is helping professionals boost creativity, streamline tasks, and make smarter decisions. But knowing how to use AI effectively is just as important as having the right tools. That’s why we’ve teamed up with the Australian Marketing Institute (AMI) to bring hands-on learning on using AI for marketers across Australia.
Latest: September AI Skills-Lab. Practical agentic AI for marketing: Practical agentic AI for marketing | 2 x 90-min Skills-Lab
In September, we equitably.ai delivered another practical AI Lab for the Australian Institute of Marketing (AMI). The Lab helped marketing professionals move beyond simple prompting and chatbots to build autonomous AI agents – many for the first time. Two AI labs were delivered, with work to be done in between building AI agents and active support – with a helpline – from equitably.ai to help marketing professionals not only build AI agents but also put in place quality controls and practical governance
Lab 1: Build
Lab 1 transitioned marketers from chatbot prompters to automation experts capable of building multi-step autonomous AI agents. In this hands-on session, participants learned how agentic AI functions, created functional agents to solve specific problems, and designed a testing plan. Attendees left with a working agent, safety checklists, and a tracking template to deploy and evaluate their agent in their workplace over a two-week period.
Lab 2: Optimise & Scale
Lab 2 reconvened participants after workplace testing to evaluate performance, troubleshoot failures, and refine workflows. The session focused on enterprise governance, quality assurance, Human-in-the-Loop checkpoints, and strict Definition of Done criteria for output accuracy and brand alignment. Attendees also covered model-tier cost optimisation, practical ROI calculation, business cases, and a 90-day scaling roadmap.
Key Principles for Enterprise Agent Deployment
Some of the best-practice agentic AI covered that we can all follow included:
1. Start Small: Minimum Viable Agent (MVA)
Trying to overhaul entire marketing systems in one go is a key pitfall in agentic AI. It’s best to start by first building a Minimum Viable Agent (MVA) for a focused, high-value problem, e.g. automated market monitoring or price strategy analysis.
2. Optimise Token Costs via Model Tiering
Autonomous agents can consume up to 1,000x more tokens than standard chatbots, making AI resource management critical. Optimise costs by distributing workloads across model tiers:
- 60% Fast/Budget Tier: Use lightweight models for repetitive tasks like scraping and raw data collection.
- 30% Workhorse Tier: Assign mid-tier models to synthesise content, aggregate data, and draft reports.
- 10% Elite Orchestrator Tier: Reserve advanced models for complex routing, strategy, and final quality control.
3. Treat Agents Like Employee Onboarding
Bringing AI agents into business operations should be seen as onboarding a new team member. Just as you would not give a new hire unrestricted access to core corporate systems without clear boundaries and supervision, AI agents require structured onboarding and explicit operational limits.
4. Implement Guardrails & Quality Controls
To ensure output accuracy and protect brand equity, integrate these core oversight structures into your agent architecture:
- Definition of Done (DoD): Set clear operational boundaries and benchmarks so agents can self-evaluate, prevent infinite loops, and stop upon task completion.
- Scoped Permissions: Restrict research agents. e.g. access only public web sources and read-only to avoid unauthorised system actions.
- Human-in-the-Loop (HITL): Require human review and approval before sharing reports or making strategic decisions.
- Plan-Do-Check-Act (PDCA) Cycles: Use ongoing quality checks to verify source citations and eliminate incorrect data.
Scaling Your AI Workflows
Using agentic AI in individual productivity can give marketing professionals real operational leverage and multiply capacity, but long-term success comes down to more enterprise and cross-functional deployment of AI agents, which will require more customised AI agents.
Ready to build robust AI agents for your team? Contact Equitably AI today to benchmark your marketing process for AI agents with an agentic AI audit and report, or contact AMI to register for our next AI training.
A Partnership for Marketers to Make the Most of AI
At equitably.ai, we provide AI learning tailored to the marketing industry, ensuring businesses can effectively integrate AI into their day-to-day operations. Too many firms invest in AI only to see projects fail in the pilot stage. A structured approach using quality competencies, starting with staff training, is key to long-term success. Our training sessions and webinars are developed by AI experts from leading university tech labs and the corporate sector, professionals who have delivered lean, impactful AI programs.
Our partnership with AMI is built on making AI learning practical, accessible, and actionable for Australian marketers. Whether through webinars, public courses, or in-house training, we bring leading global AI expertise to help AMI members stay ahead. AI adoption is accelerating in the UK and Europe, and with the UK being a global centre for AI and the creative industries, we deliver first-hand insights on what works, equipping Australian businesses with the strategies and best practices needed to gain a competitive edge in the new marketing landscape.
Helping Marketers Build AI Skills
Though our partnership with AMI is still new, we’ve already kicked things off with a successful webinar: AI and Marketing: Lessons from the UK and Europe. This session explored how marketers in other regions are using AI to drive innovation and efficiency, giving Australian professionals valuable takeaways to apply in their strategies.
Beyond public courses, we offer tailored in-house AI training for AMI member organisations. These sessions are designed to address specific business needs, helping marketing teams apply AI in ways that make the biggest impact on their brands.
What makes our AI learning different?
At equitably.ai we’re committed to giving you
- Real-World and Marketing Context: You will work on case studies and solve marketing challenges. You can even bring non-confidential challenges or projects to the course for personalised guidance.
- Practical Tools and Methods: Hands-on practice using simple AI tools and frameworks during the training.
- 1:1 Expert Clinics: Work directly with AI experts to address your unique challenges and identify impactful solutions.
Follow along for more on AI for Marketers
This blog will be your go-to source for updates on our engagements with AMI teaching AI for marketers. As we roll out new courses and webinars, we’ll share key insights, takeaways, and practical tips here. Keep checking back for updates so you don’t miss a thing.
By working together, equitably.ai and AMI are helping Australian marketers utilise AI effectively. Whether you’re just starting or looking to deepen your AI skills, join your fellow chartered marketers in exploring how AI for marketers can enhance your organisation’s capabilities.
Our upcoming AI Learning with AMI
Learn AI for marketers with more practical training.
If you missed out on this webinar, don't worry; members get access to all AMI webinar recordings. And if you want to learn more about AI and marketing, we have two 3-day workshops coming up:
- Practical agentic AI for marketing: Stop just Prompting. Start building. Go beyond basic chatbots and learn to create autonomous AI agents that execute complex marketing tasks for you. Register here
- AI for Marketing Creativity & Problem-Solving: Discover how AI can support creative thinking and help solve marketing challenges in new ways. Register here
For more professional development, recognition, and networking opportunities in marketing, visit our partner AMI’s website to become a member!
Special guest speakers and case studies from previous sessions
- AI and Marketing: Lessons from the UK and Europe
- Kate Bradley Chernis, CEO of Lately.ai: Solving the social media engagement problem with AI
- Professor Neil Maiden: The future of AI in marketing