Connect AI-powered content with stronger customer relationships
Explore how AI supports brand communication, marketing campaigns, CRM and customer experience while preserving brand consistency, human touch and customer trust.
AI for Brand, Marketing, CRM & Customer Experience
From content creation to customer relationships.
A practical module for fashion professionals who want to use AI in brand communication, content operations, campaign activation, personalisation and customer relationships.
Module overview
Module 6 connects AI-assisted brand and content operations with CRM, performance marketing and customer experience in fashion and luxury.
Day 1 explores brand strategy, tone of voice, PR and influencer relations, campaign production, copywriting and visual content at scale. Topics include prompt libraries, content governance, GEO and discoverability in conversational search. A workshop focuses on optimising product pages, collections and landing pages for LLMs and chatbots.
Day 2 explores loyalty, predictive CRM, personalised campaigns, customer service, marketing analytics and paid media automation. Consider the luxury-specific risks of exclusivity, human touch, brand control and sensitive client data. The practice lab develops an AI-assisted campaign concept from moodboard to channel activation, with an AI campaign and CRM activation brief as the output.
Module key facts
Dates
11 and 18 December 2026
Live online + 12-month replay
Duration
6 hours stated in the programme; listed session times span 6 hours 15 minutes. Final teaching duration to be confirmed.
Session times
11 December: 15:00–18:00
18 December: 15:00–18:15
Timezone to be confirmed: the supplied programme uses CEST in its time column headings.
Language
English – English subtitles. Other languages available on demand.
Practical output
AI campaign and CRM activation brief
Enrolment
Contact us for module availability, fees and enrolment details.
Learning outcomes
By the end of this module, you will be able to:
- Connect AI with brand strategy: explore communication planning, content operations and consistent tone of voice.
- Assess content production workflows: evaluate AI-generated copy, product descriptions, storytelling, photography, video and localisation.
- Manage brand consistency: consider prompt libraries, approval flows, legal review and localisation control.
- Explore conversational discoverability: apply GEO and LLM optimisation concepts to product pages, collections and landing pages.
- Assess CRM opportunities: explore loyalty, clienteling, segmentation, next best action and personalised campaigns.
- Evaluate AI customer service: understand chatbots, virtual assistants and after-sales automation.
- Connect AI with performance marketing: explore attribution, marketing mix modelling and paid media automation.
- Recognise luxury-specific risks: consider exclusivity, human touch, brand control and client data sensitivity.
- Develop an activation brief: build an AI-assisted campaign concept from moodboard to channel activation and connect it with CRM.
AI for Brand, Marketing, CRM & Customer Experience Programme
Two sessions connect brand and content operations with CRM, loyalty, performance marketing and personalisation.
Day 1: Brand, Content and Communication in the Age of AI
11 Dec 2026 — 15:00–18:00
- AI for brand strategy, communication planning and content operations
Instructor: Federica Bottelli (Pupila) - Brand voice, tone of voice with AI
Instructor: Jessica Quillin - Fashion shows, events, PR and influencer relations: AI for planning, press coverage analysis and amplification
Instructor: Jessica Quillin - Virtual influencers and synthetic content: opportunity or risk?
Instructor: To be confirmed - Producing and optimising campaigns for algorithms and social platforms
Instructor: Gaetano Vancheri - AI-generated copy, product descriptions, editorial content and storytelling
Instructor: Luca Lisci (Connected stories / Player content generation) - Digital content factory: photography, video, images and localisation at scale
Instructor: Mauto Baldoni — name and assignment to be confirmed - Brand voice, tone of voice and prompt libraries
Instructor: Maurizio Alberti (Mapp) (Connected stories / Player content generation) - GEO for AI, LLM optimisation and discoverability in conversational search
Instructor: Maurizio Alberti (Mapp) (Mapp) - AI content governance: approval flows, brand consistency, legal review and localisation control
Instructor: Maurizio Alberti (Mapp) (Mapp) - Workshop: optimise website content for LLMs and chatbots — product pages, collections and landing pages
Instructor: Maurizio Alberti (Mapp) (Mapp)
Day 2: CRM, Loyalty, Performance and Personalisation
18 Dec 2026 — 15:00–18:15
- AI in customer experience: loyalty, clienteling and predictive CRM
Instructor: Gaetano Vancheri - Luxury-specific risks: exclusivity, human touch, brand control and client data sensitivity
Instructor: Luca Lisci - Segmentation, next best action and personalised campaigns
Instructor: Maurizio Alberti (Mapp) - AI for customer service: chatbots, virtual assistants and after-sales automation in fashion
Instructor: Gabriele Antoniazzi and Martina Piasentin (Responsa) - Marketing analytics, attribution, marketing mix modelling and AI
Instructor: Gianluigi Zarantonello - Paid media optimisation and campaign automation, Google Ads, Meta Ads and AI-powered campaign workflows – Balancing automation, creativity and brand protection
Instructor: Gianluigi Zarantonello - Case study: AI-generated digital advertising campaigns and personalised customer journeys
Instructor: Gianluigi Zarantonello - Practice lab: build an AI-assisted campaign concept from moodboard to channel activation Output: AI campaign and CRM activation brief
Instructor: Gianluigi Zarantonello
Benefits of applying AI to fashion marketing and customer experience
Explore opportunities to connect content production, campaign performance and customer relationships.
- Improve content workflows: explore copy, visual assets and localisation at scale.
- Protect brand identity: connect tone of voice and prompt libraries with approval processes.
- Support discovery: assess content optimisation for LLMs and conversational search.
- Personalise relationships: explore segmentation, next best action and predictive CRM.
- Connect creative and performance decisions: balance campaign automation with creativity and brand protection.
Who is this module for?
Designed for fashion and luxury professionals responsible for brand communication, marketing and customer relationships.
- Brand, marketing and communication managers.
- Content, creative, PR and influencer relations professionals.
- CRM, loyalty, clienteling and customer experience teams.
- Ecommerce and performance marketing professionals.
- Customer service, digital transformation and innovation managers.
Why choose this module?
Develop a connected view of AI from brand content to customer activation.
- Fashion and luxury context: consider exclusivity, human touch, brand control and customer data sensitivity.
- Connected workflows: link content operations, discoverability, campaigns and CRM.
- Practical application: optimise website content and develop an AI-assisted campaign concept.
- A useful output: create an AI campaign and CRM activation brief.
Learning experience & methodology
The module combines instructor-led sessions, a website content workshop, a campaign case study and a practical campaign lab.
- Explore brand strategy, content operations, tone of voice and prompt libraries.
- Assess copywriting, visual content production and content governance.
- Optimise website content for LLMs and chatbots.
- Examine loyalty, predictive CRM and AI customer service.
- Explore marketing analytics, paid media automation and personalised journeys.
- Build an AI-assisted campaign concept from moodboard to channel activation.
Bring your ideas together in an AI campaign and CRM activation brief.
Module instructors
Learn from brand, marketing and customer experience specialists
Descriptions reflect the scheduled teaching topics. Provisional or unassigned sessions are marked in the programme.
Federica Bottelli
Brand strategy, communication planning and content operations.
Programme sponsor: Pupila
Jessica Quillin
Brand voice, tone of voice, fashion shows, events, PR and influencer relations.
Gaetano Vancheri
Campaign production for algorithms and social platforms; loyalty, clienteling and predictive CRM.
Luca Lisci
AI-generated copy, product descriptions, storytelling and luxury-specific customer experience risks.
Programme sponsor: Connected stories / Player content generation
Mauto Baldoni — to be confirmed
Provisional assignment: digital content factory, photography, video, images and localisation at scale.
Maurizio Alberti
Tone of voice, prompt libraries, GEO, LLM discoverability, content governance, website optimisation and personalised CRM campaigns.
Programme sponsor: Mapp
Gabriele Antoniazzi
Co-teaching AI customer service, virtual assistants and after-sales automation.
Programme sponsor: Responsa
Martina Piasentin
Co-teaching AI customer service, virtual assistants and after-sales automation.
Programme sponsor: Responsa
Gianluigi Zarantonello
Marketing analytics, attribution, marketing mix modelling, paid media automation, campaign case study and practice lab.
Executive Master in AI for Fashion
Build your skills within the Executive Master
This module forms part of the Executive Master in AI for Fashion. For certification requirements and any certificate available for standalone module participation, please contact Digital Fashion Academy.
Standalone module or full Executive Master
Choose this standalone module to develop focused capability in one area. Choose the full AI for Fashion Executive Master to connect use cases across the value chain and build an organisation-wide adoption roadmap.
Standalone module
Explore AI for brand, marketing, CRM and customer experience. Contact us for module availability, fees and enrolment details.
- Two sessions focused on AI for Brand, Marketing, CRM & Customer Experience
- Module fee: €490
- 12-month replay access
- Module materials, exercises and certificate
Explore the Executive Master
Build a broader understanding of AI across the fashion value chain with the Executive Master in AI for Fashion.
- 48 hours across 8 modules
- Integrated coverage of the fashion value chain
- Cross-functional portfolio
- Final AI Adoption Roadmap
- Programme fee: €2,150
- Three mentoring sessions
FAQs
When does Module 6 take place?
The sessions are scheduled for 11 December 2026, 15:00–18:00, and 18 December 2026, 15:00–18:15. Please confirm the timezone with Digital Fashion Academy: the source uses CEST in its time column headings.
How long is the module?
The programme states six hours total, while the listed session times span six hours and fifteen minutes. Final teaching duration is to be confirmed.
Are the sessions recorded?
Yes. Sessions are delivered live online and recordings remain available for 12 months.
Will I practise applying the concepts?
Yes. Day 1 includes a workshop to optimise website content for LLMs and chatbots. Day 2 includes a lab to build an AI-assisted campaign concept from moodboard to channel activation. The output is an AI campaign and CRM activation brief.
Will I receive a certificate?
Participants who complete the module receive a module-specific certificate of attendance, distinct from the certificate for the full Executive Master.
Does the module cover GEO and conversational search?
Yes. Topics include LLM optimisation, conversational discoverability and a workshop on product pages, collections and landing pages.
Does the module cover CRM and customer service?
Yes. Topics include loyalty, clienteling, predictive CRM, segmentation, next best action, personalised campaigns, chatbots, virtual assistants and after-sales automation.
Does the module cover paid media and analytics?
Yes. Day 2 includes attribution, marketing mix modelling, Google Ads, Meta Ads and AI-powered campaign workflows, balancing automation, creativity and brand protection.
Do I need technical knowledge?
No coding knowledge is required. The module is designed for fashion professionals and business leaders. A working knowledge of English is required.
What is included in the module fee?
Two live online sessions, 12-month recording access, learning materials, practical exercises and a module-specific certificate of attendance. Contact us to confirm fees and availability.
Is mentoring included?
The three individual mentoring sessions are included with the full Executive Master. Contact us for separate mentoring options.
Can I enrol in this module only?
Yes. Contact us using the form below for standalone module enrolment or team participation.
Where can I find the full Master programme?
Visit the Executive Master in AI for Fashion page.
AI for Brand, Marketing, CRM & Customer Experience — Contact us
Ask about Module 6, team participation or enrolment in the Executive Master in AI for Fashion.