Marketing Inside AI Assistants: Ads, Apps and Agents

What's inside

1. Level 1: How People Research and Buy Through AI AssistantsFree
   Learners map how customers now use AI assistants such as ChatGPT, Copilot, Gemini and Google AI Mode at each stage of discovery, comparison and purchase, and where a business can appear in those journeys.
2. Level 2: Confirmed, Test or Rumour: Verifying AI Channel ClaimsFree
   Learners build a repeatable method for classifying any AI marketing feature as confirmed, in test/preview or rumoured, using vendor documentation and a recorded date read.
3. Level 3: Ads in ChatGPT: Formats, Audience, Buying and Results
   Learners examine ChatGPT's advertising programme as it currently stands: sponsored placements, which users and markets see them, how advertisers buy them, how conversation-context targeting works and what is publicly known about performance.
4. Level 4: Ads in Microsoft Copilot
   Learners review how Microsoft Advertising campaigns become eligible to show inside Copilot responses, which formats are live or in preview, and what that means for existing search budgets.
5. Level 5: Ads in Google AI Overviews and AI Mode
   Learners learn how Google Ads campaigns can appear in or around AI Overviews and AI Mode, which campaign types and markets are eligible, and which formats Google still marks as tests.
6. Level 6: Perplexity and Comparing Assistant Ad Surfaces
   Learners check Perplexity's current advertising status against its own announcements and then compare reach, eligibility, buying route and maturity across all assistant ad surfaces.
7. Level 7: Writing for Conversational Buying Intent
   Learners rewrite product, service and help content so assistants can find, understand and accurately cite it when people ask long, comparative buying questions.
8. Level 8: Apps in ChatGPT as a Distribution Channel
   Learners explore how apps built with OpenAI's Apps SDK run inside ChatGPT conversations, how users discover them, what submission and review involve, and which features are still in preview.
9. Level 9: Copilot Agents, Gemini Extensions and MCP Servers
   Learners compare the other main routes into assistants (Microsoft Copilot agents, Gemini's app integrations and Model Context Protocol servers) and what each requires in licences, tooling and approval.
10. Level 10: When an Assistant App Is Worth Building
    Learners apply a decision framework covering use case, frequency, data access, cost, maintenance and risk to decide whether to build an assistant app, connector or agent, or to wait.
11. Level 11: Product Feeds for Agentic Discovery
    Learners prepare accurate, complete product data feeds that AI shopping experiences and agents can use to find, compare and recommend products.
12. Level 12: Agentic Checkout and Payment Protocols in Outline
    Learners survey how agents complete purchases, including the Agentic Commerce Protocol, Google's Universal Commerce Protocol and AP2, and Copilot Checkout, noting what is live, what has changed and what a merchant must prepare.
13. Level 13: Conversational Brand Experiences: Custom GPTs and Agents
    Learners design a branded conversational experience, such as a custom GPT or brand agent, with a clear purpose, accurate knowledge, guardrails and a handover to human staff.
14. Level 14: Referral Tracking When the Click Disappears
    Learners set up analytics to capture the traffic and conversions that assistants do send, and to estimate the influence of answers that send no click at all.
15. Level 15: Attribution, Brand Lift and Share of Answer
    Learners measure the value of assistant channels using platform reporting, incrementality tests, brand lift studies and repeated share-of-answer tracking.
16. Level 16: UK Consumer Law and ASA/CAP Disclosure Rules
    Learners apply UK consumer protection law and the CAP Code to assistant ads, sponsored answers, brand agents and agent-completed sales.
17. Level 17: Privacy and Data in Conversations
    Learners handle personal data that flows through assistant ads, apps, connectors and brand agents in line with UK GDPR, PECR and the platforms' own data policies.
18. Level 18: Earning Assistant Trust Without Spamming
    Learners distinguish legitimate ways to earn visibility in assistants from manipulative tactics that breach platform policies, mislead users or damage brand trust.
19. Level 19: Building a Readiness Plan for Your Business Type
    Learners combine every channel, measurement method and compliance check into a staged 30-60-90 day readiness plan suited to e-commerce, local service, B2B or app-based businesses.
20. Level 20: Final Challenge: Full Assistant Marketing Review Exam
    Learners complete a comprehensive challenge that reviews every channel, measurement method and compliance rule in the course by assessing a business case and defending a complete assistant marketing strategy.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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