Generative Content Creation

Generative Content Creation The two-day seminar for everyone who needs content at scale and does not want to trade quality for speed: you learn to create text, image and video with AI, how the brand stays intact and which labelling duties apply. By the end you have a process that repeats.

Generative Content Creation at a glance

• Format: 2 days on site + self-learning track
• Level: basic
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €149.00 plus VAT

AI produces text in seconds. That is the easy part. The difficult part is that the text sounds like your company, the facts are right and nobody has to check afterwards whether an image shows a real person who does not exist.

Most teams start with enthusiasm and end up after three months with a pile of files nobody can assign. What is missing is a process: who briefs, who checks, who approves, and how do you recognise that something is wrong.

This seminar builds that process. You work on text, image and video, define brand rules that a machine can actually follow, and set check and approval steps. Quality comes from the briefing at the start, not from control at the end.

What you take away

• An overview of tools for text, image and video with their limits.
• A briefing framework that makes results reproducible.
• Brand rules a model can actually keep to.
• A check and approval process for AI content in the team.
• Clarity on labelling duties and rights in generated content.

Your learning objectives

• You choose tools by task instead of by hype.
• You write a briefing that fixes tone, goal and limits.
• You recognise when a result needs expert checking and when it does not.
• You keep brand and message consistent across channels.
• You label AI content the way the duties require.

The levers at a glance

The briefing decides, not the prompt. Whoever names goal, audience, tone, length, limits and an example gets usable results. Whoever writes “make me a product text” gets an average.

Brand is a rule, not a mood. A model cannot implement “modern and approachable”. It can implement “second person, sentences under 14 words, no exclamation marks, always one concrete benefit”.

People check facts. Prices, dimensions, materials and certificates are not something a model may invent. The check step is therefore not optional but the core of the process.

Labelling is a duty, not a courtesy. Where an image was artificially generated, that must be recognisable. Whoever sees this as a restriction risks more than a label.

The second draft is the product. A first generation is a draft, always. The value comes from editing, from cutting the first sentence, from replacing the general claim with a fact. Whoever ships the first output is publishing a template.

Who is this seminar for?

For people who create content for the shop, marketing or communication.

• Content and marketing teams who need more output in the same time.
• E-commerce managers with large ranges and many texts.
• Editorial teams introducing AI as a tool without losing quality.
• Agencies setting up a robust process for clients.

Experience in writing helps but is not required. The tools are explained; the work on briefing and checking is the genuinely demanding part.

The seminar is not suitable for teams introducing a content management system. We work on the creation and approval process.

Investment and dates

Participation costs €149.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises you need a device with internet access and a free account with one of the common providers. We name the tools we use before the date.

After the seminar

You keep the materials, the briefing framework, a brand rule sheet to fill in and a checklist for approval. With that a team can start within a week without anybody improvising.

The checklist asks four things per piece of content: are the facts right? Does it sound like us? Is it recognisable as AI? Who approved it? Four questions that make the difference between use and liability.

Data protection applies to the briefing too: customer names, unannounced prices and internal documents do not belong in a prompt to an external service.

Two weeks after the seminar you receive a short follow-up: one piece you created with the new process and the feedback from your approval step.

For teams the seminar is available as an in-house event with your own brand rules. The procedure stays the same, the examples come from your company.

Programme: 2 days

Day 1 – Text, image, video

• Tools at a glance
• Keeping the brand in view
• Briefing the AI
• Selection and final editing
• Checking facts and brand
• Consistency across channels

Day 2 – Securing quality

• Product texts at scale
• Image variants and formats
• Labelling duties
• Rights in AI content

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on your own material and a review in the group. At the end of day one you have a briefing; on day two it runs three times without you.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your material, not on demos. At the start of each exercise you decide which content you need and how you would recognise that it is unusable; at the end stands a result with a check note.

The exercises are short and repeat in variations. That is deliberate: a feeling for usable results comes not from watching but from repeatedly comparing draft and final version.

Every block ends with a sentence you could show a colleague: which content, which briefing, and which check caught a mistake.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their briefing, not just on their output. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.