4A's Partners with Pedro Laboy to Launch GenAI Certification for Advertising

The 4A's (American Association of Advertising Agencies) a membership-based US trade association for the advertising and marketing communications industry, has launched a comprehensive Generative AI Certification program designed for advertising industry professionals. In response to the rapid, transformative shift in the advertising and marketing landscape propelled by Generative AI, the program is a key piece in the association’s strategic approach to supporting agencies' responsible adoption of AI into their business models. It equips forward-thinking professionals with the knowledge, skills, and hands-on experience essential for leveraging GenAI to drive innovation, creativity and efficiency within agencies. Developed in collaboration with industry experts, the four-week virtual program provides a blend of live sessions and self-paced learning incorporating real-world use cases, platform walkthroughs and frameworks.

"Generative AI plays a pivotal role in shaping the future of advertising and this program helps professionals develop the skills they need to embrace, implement and evolve with the technology. This requires a clear understanding of how GenAI works and a process for filtering and assessing changes in the context of specific agency needs," said Sean McGlade, SVP of talent and learning solutions at the 4A's. “Balancing practical and strategic perspectives, the program provides an essential foundation for individuals implementing AI and for business leaders positioning the agency for strategic transformation. It enables participants to be active drivers of AI implementation, rather than passive pursuers of trends,” he added. 

“Our endeavour is to support agencies no matter where they are on the AI adoption spectrum be it through the high-level, introductory Crash Course 'Navigating the Nuances of AI', the 4A’s Perspective on AI guidance and webinars that go into more depth, or this certification program that empowers them to take the next step in implementation. And we’re just getting started, with a range of AI resources in the works,” said Jeremy Lockhorn, SVP, creative technologies and innovation at the 4A’s. 

Seasoned artificial intelligence expert Pedro Laboy, who brings a wealth of agency and non-agency industry experience, will lead the program. Participants will explore key concepts such as prompt engineering, AI-driven workflows and assessing AI readiness. They will also gain insights into leading Generative AI platforms, advanced techniques for maximizing AI potential and best practices for AI governance and responsibility.

"The program integrates a dynamic learning approach and will empower advertising professionals with the AI knowledge required to reshape their careers and their agencies," said Pedro Laboy, chief AI strategist at Brand Nexus. 

It is structured to accommodate the busy schedules of advertising professionals, with live sessions and workshops held virtually over four sessions. Additionally, participants will have access to an ongoing learning community to track and share industry changes, ensuring that their skills remain relevant. 

The program is open to everyone; 4A's members enjoy a special discount on program fees, reflecting the association's commitment to supporting its members in adapting to emerging technologies. The upcoming cohort begins Monday, June 3rd, 2024.