Smarter Business with AI Programme (3 Days) (VIRTUAL)

Learning Outcomes

By the end of this programme, participants will:

• Understand and be able to use key AI tools confidently
• Apply AI to core business functions including research, sales, operations and communication
• Save time and boost productivity using automation and AI workflows
• Leave with a set of practical, AI-generated assets for their own business

Course Content

Format

• 3 sessions, each 3 hours long
• Live on Zoom (recorded for playback)

(The Smarter Business with AI Programme is delivered across three sessions, and full attendance is strongly recommended to gain the maximum benefit. Please note that registration is for the complete programme only, and it is not possible to book individual sessions at a reduced rate.)

Each session includes:

• A brief AI demo or use-case showcase
• Guided group exercises
• Real-time practical tasks
• Homework task to apply during the week

Session 1: AI Foundations & Smart Market Positioning

Key Topics:

• What is AI and why it matters for SMEs today
• Core tools (ChatGPT, Gemini, Claude, Perplexity, etc.) and how to access/use them
• Introduction to AI prompts and automation
• Using AI for local and international market research
• Building ideal customer personas with AI
• Automating competitor research with AI
• SWOT analysis and benchmarking
• Exploring AI for product/service profitability modelling
• Automating competitor research with AI
• SWOT analysis and benchmarking
• Exploring AI for product/service profitability modelling

Hands-on Activities:

• Create an AI-generated market insight report for your sector
• Build 1–2 ideal customer personas

Between-Session Task:

• Use an AI tool to investigate market trends or customer needs for your business based on customer feedback

Session 2: AI for Customer Experience, Content & Brand Visibility

Key Topics:

• Using AI to improve email marketing, social media, and customer support
• Creating brand voice guidelines with AI
• Personalised customer interactions using AI tools and chatbots
• Accessibility and tone: keeping it human while using machines
• Sales funnel mapping using AI
• Drafting marketing plans and promotional content

Hands-on Activities:

• Draft a week’s worth of content using AI (social, email, blog)
• Map a sales funnel with AI’s help

Between-Session Task:

• Collect the necessary information to feed it into AI to create your brand voice

Session 3: AI for Operations, Planning & Smarter Decisions

Key Topics:

• Streamlining operations, inventory, scheduling and HR with AI
• Financial forecasting and budgeting tools
• Creating internal documents: SOPs, plans, pitch decks
• AI for customer feedback and sentiment analysis
• Ethics, data privacy and responsible AI use for Irish SMEs

Hands-on Activities:

• Use AI to analyse a sample set of feedback or reviews
• Draft a 6-month strategy or business plan using AI prompts

Between-Session Task (Post-Programme):

• Implement one internal process change based on AI insights

Who Should Attend

Anyone in a managerial role in the hardware and building materials sector looking to elevate their knowledge using AI to optimise operations.

Methodology

Denis uses a collection of industry examples, theory and in class practice groups to test out the latest technologies and tools available online and mobile, giving attendees a truly interactive valuable experience.