Join ICF and the Association of National Advertisers (ANA) for a hands-on workshop tailored to marketers. Dive deep into personalization, customer segmentation, and AI governance to seamlessly integrate these technologies into your strategies and executions.

It's time to see how far AI can take you—and your customers.

Why attend?

• Learn by doing: Practice advanced prompt engineering and AI tools tailored for marketers—no technical background required.
• Bridge AI to utility marketing: Discover how emerging AI capabilities can solve real-world utility challenges, from outreach to engagement.
• Build ethical, human-centered campaigns: Explore how to use AI responsibly in regulated industries, with empathy and trust at the core.
• Collaborate with peers: Share challenges, brainstorm solutions, and learn from others navigating similar paths.
• Use data to drive action: Tap into customer insights and journey mapping to fuel smarter segmentation and personalization.
• Think big, start small: Get inspired by future possibilities and leave with practical tools you can apply immediately.

Come curious, leave confident and ready to lead the next wave of utility marketing innovation.

Agenda

Wednesday, November 5

Evening  |  Dinner and networking

Thursday, November 6

8:00 a.m.    Breakfast

8:30 a.m.    Welcome

Kick off the day with a warm welcome from our hosts. Learn what’s in store and how this immersive experience will help you elevate your marketing game with AI.

9:00 a.m.    Advanced AI prompts for marketers

This ANA facilitated session will equip you with essential skills to harness the transformative power of AI. Move beyond basic usage and master intricate prompt engineering techniques to unlock smarter, faster and more elevated marketing strategies and executions. Whether you’re curious or confident with AI, this session will challenge and inspire you to think bigger.

12:00 p.m.  Lunch

1:00 p.m.   Peer discussion: Real voices in utility marketing

Hear from your peers in utility marketing. Discover how they’re integrating AI into their workflows, the challenges they’re facing, and the innovations they’re excited about. This candid conversation will offer practical insights and spark new ideas.

2:00 p.m.   Creative demonstration: AI in action

We'll present a live showcase of AI-enhanced campaigns. See how AI is transforming storytelling, personalization, and design—and walk away with fresh inspiration for your own projects.

3:00 p.m.    Break

3:15 p.m.   Interactive activity

Put your new skills to the test in a collaborative activity that simulates real-world marketing scenarios. Explore how AI can personalize touchpoints, optimize engagement, and drive results across the customer journey.

4:15 p.m.   Closing remarks

Wrap up the day with key takeaways and next steps to continue your AI learning journey.