AI workshop agentic marketing

Today we ran a workshop at Fontys in Tilburg on AI literacy & Agentic Marketing. And it was one where energy, curiosity and content came together beautifully.

In a diverse group we explored how you don't simply deploy AI as a tool, but design it as an agentic workflow. With deliberate choices about what AI may do on its own and where human control remains essential.

From hype to design choices

During the session we worked on, among other things:

• The distinction between workflows, AI agents and agentic workflows, and why that difference matters in communication and marketing.
• Building concrete AI automations in n8n, including triggers, logic, data transformation and AI nodes.
• Applying the AI Act as a practical design framework, with attention to transparency, proportionality, human oversight and risk assessment.
• Reflecting on the impact of AI on brand, target audience and decision-making, not from hype but from responsibility.

It was great to see how quickly participants moved from “what can AI do?” to “what do we want AI to do, and why?”. That is where AI literacy begins.

Practical, critical and human-centred

What made this workshop especially successful for us was the combination of technical curiosity and critical questions. Not just how something works, but above all whether it is desirable, suits the organisation and is in line with public and professional values.

Thanks to Edwin Schravesande for the organisation and the invitation, and of course to all the participants for their openness, sharp reflections and active building.

AI in communication and marketing doesn't call for faster tools, but for better design choices. This afternoon showed that this shift is well under way.

To be continued.