In today's B2B world, storytelling remains a powerful way to connect with customers, simplify complexity, and build trust. And now, the rise of AI is transforming how we as marketing writers craft and deliver our stories. AI can analyze data, draft content, and personalize campaigns at scale, offering us incredible efficiency.

But efficiency without creativity risks producing generic, soulless content that fails to resonate. You must blend AI capabilities with a human-centric touch to keep your storytelling both efficient and authentic.

Join us for this Marketing Writing Bootcamp: AI Edition opening keynote presented by Pam Didner—author of the Modern AI Marketer series—to learn the do's and don'ts of using AI, what to pay attention to when balancing machine-driven insights with human creativity, and how to ensure your brand's voice remains strong and consistent in every campaign.

During this session hosted by fellow author and MarketingProfs Chief Content Officer Ann Handley, Pam will cover...

• Content Creation with AI: A framework to integrate AI as part of your storytelling process
• Balance: How to combine AI efficiency with human creativity to keep narratives compelling
• Do's & Don'ts: Practical guardrails for using AI in storytelling without losing authenticity

You can't build real personas with artificial, unchecked assumptions. As AI tools promise speed and scale in audience analysis, marketers are right to ask: Can we trust what AI tells us about our customers? This session introduces the DECAL framework—a research-informed method for building buyer personas that are both strategic and authentic, with AI used intentionally to support each step, not shortcut it.

Join us for this session with personas expert Phoenix Harvey, who'll show you how to incorporate AI into your personas process without compromising insight or integrity. You'll learn:

• How to apply AI at each stage of a research-based persona development framework
• Where human judgment is essential to avoid bias, superficial patterns, or AI-generated stereotypes
• When NOT to trust AI: red flags, biases, and errors that need human correction
• How to validate AI-enhanced personas with real audience research—surveys, interviews, and behavioral analysis
• A practical do's and don'ts list for using AI in persona development responsibly

You'll leave with a practical toolkit that blends human insight and generative AI—and a clear path for using AI to make your personas more powerful, not more problematic.

Your customer-facing assets—like product one-pagers, onboarding content, playbooks, and guides—are some of the most critical tools in your marketing toolkit. But scaling and personalizing each of them for different customer personas, industries, or journey stages can feel impossible without burning out your team or sacrificing quality.

In this hands-on session, Erika Heald shows you how to create the foundational documentation and content assets your AI tools need to succeed—think brand voice charts, modular content templates, and structured guidelines. You'll learn how to train your AI tools with the same guidance you'd give a new team member, enabling it to co-create content that's on-brand, on-message, and ready to personalize at scale.

In this session with writer and branded content expert Erika Heald, you'll learn:

• A framework for documenting brand voice, messaging, and taxonomy for AI
• Examples of reusable templates that streamline versioning and personalization
• A checklist of the essential documentation to upload to AI tools to train it for better content reuse
• Tips for maintaining brand consistency across versions using governance, not micromanagement

Whether you're a solo marketer or leading a team, this session will help you eliminate content chaos and confidently hand off your foundational content building blocks to AI—so you can scale faster and smarter.

You've tried ChatGPT (or maybe Claude or Gemini?). Maybe you've even pulled it into a few writing projects. But let's be honest... it's not really in your workflow. You're making it up as you go. Dabbling here and there. Never quite sure you're using it the right way.

It's time to stop winging it and start using AI as a reliable part of your content creation process. In this nuts-and-bolts session filled with live examples and ready-to-use prompts, writer and AI trainer Ed Gandia will help you zero in on the four phases of the writing workflow where AI can make the biggest immediate difference: Gather, Think, Design, and Create. You'll see live examples and ready-to-use prompts

You'll learn how to...

• Pinpoint exactly where AI can save the most time in your writing process
• Use proven prompts to turn messy research and ideas into usable content
• Build outlines and draft faster without sacrificing your unique style
• Confidently integrate AI into your workflow so it works with you, not against you

You'll leave knowing exactly where and how to plug AI into your writing so you can move faster, think bigger, and deliver stronger results.

In the rapidly evolving landscape of search, traditional SEO is no longer enough. Generative AI is reshaping how businesses discover, evaluate, and engage with B2B solutions. It's time to hone your skills and become an expert at the essential writing methods that ensure your content not only ranks but truly resonates with AI-powered search engines, and—more importantly—human decision-makers.

Explore how to move beyond traditional keyword research to create authoritative, contextually rich, and intent-driven content optimized for the nuances of generative engine optimization (GEO). Learn how to anticipate user questions, provide comprehensive answers, and establish your brand as a trusted resource in the age of AI-driven insights.

In this session with long-time digital marketing and search expert Janet Driscoll Miller, you'll learn...

• How to do keyword and topic research for Google's AI Overviews and GEO
• How to structure and write content to make it more appealing for generative AI engines
• How to measure your success in optimizing for GEO

AI is in the room — in fact, it is the room. Almost every B2B marketer is already using it to crank out content faster, leaner, and at higher volume. But here's the catch: faster drafts don't equal better writing.

In this session, Robert Rose will draw on fresh insights from the B2B Content and Marketing Trends Report and his new book Valuable Friction to explore how B2B writers can use AI effectively without losing themselves in the process. You'll learn why the real differentiator isn't more prompts or outputs — it's your ability to slow down, sharpen strategy, and infuse your work with the one thing AI can't replicate: human wisdom, voice, and originality.

We'll cover:

• How to make AI a creative partner, not a content crutch.
• Why “friction” — slowing down, editing, curating, and choosing — makes your writing more valuable.
• The research-backed proof that you can share with your colleagues that proves B2B marketing teams win through people, not platforms.

If you've ever worried about sounding like everyone else in the age of generative tools, this session will show you how to keep your work unmistakably yours — even when AI is part of the process.