60 marketing professionals AI-skilled in 6 weeks
How the Customer Growth & Engagement team of DPG Media learned to use AI in a structured and efficient way for their daily work.
2 minutes. Participants share their experience.
Chapters
Transcript Read transcript
Full statements from Melanie van Hagen and Dennis van den Bogaard, marketing professionals at DPG Media.
0:06 Melanie van Hagen, Product Manager
I use AI tools a lot, and the question I had when I started the course was basically: how can I use them even more efficiently? I noticed that I kept asking the same question over and over. What I can use right away is the structure you can follow to write a good prompt. Which gives you really well-structured output that's easy to work with. You notice that people often struggle to get good results or good answers. And that it takes some time and then people just give up on it. But the training really helps and shows you how to improve that output. So it actually matches what you're looking for.
0:45 Dennis van den Bogaard, Product Manager
I was mainly curious about how I could reduce the margin of error. So how I can make sure upfront that the output is as high-quality as possible. I actually let that go, because in learning how to build prompts — and also learning about the different AI tools — I realized I'd been using the wrong one for what I wanted to do. I learned that sometimes Gemini works better, sometimes ChatGPT, and sometimes Claude. A question many people have is: I'm spending all this time building a prompt or building an assistant, but I might as well just do it myself. And I think that's something you learn in a session like this: how to build prompts or assistants efficiently and effectively. And how to make them more effective and efficient for you in the long run.
From sparring partner to structured workflows
The Customer Growth & Engagement team of DPG Media, responsible for campaigns, CRM, growth marketing and customer experience, was already using AI. The catch: output was uneven, and nobody had a clear answer on which tool fit which job.
The question wasn't "should we use AI?" but "how do we use it structurally and efficiently?" With 60 professionals spread across Amsterdam and Antwerp, and roles ranging from Product Manager to CRM Marketeer, DPG needed an approach that works for beginners and advanced users alike.
Three phases to becoming AI-skilled
From broad foundation for everyone, to targeted depth for specific roles.
Copilot Fundamentals
6 hours- Prompt structure (TASK, CONTEXT, ROLE, FORMAT)
- Gemini interface and Google Drive integration
- Critically evaluating AI output
AI Workflow
4 hours- Breaking complex tasks into AI steps
- Building reusable workflows
- Setting up your AI work environment
AI Knowledge Base
4 hours- Structuring team knowledge for AI
- Building context documents
- Knowledge bases for consistent output
What participants say
Concrete changes
From ad-hoc to structured
Prompts now follow a fixed structure (TASK, CONTEXT, ROLE, FORMAT)
Tool choice based on goal
Team knows when Gemini, ChatGPT or Claude works best
Smarter data input
Screenshots and plain text instead of uploading presentations
Reusable workflows
Build once, deploy structurally
AI as co-thinker
Bring AI in at step one, not only as a final check