Today: the tactics, the actual posts, images and audio.
01
Text generation
The most used type of Gen AI in marketing.
Section 01
Three jobs for text AI
Large language models (LLMs) write, rewrite and read.
1
Draft
First versions of posts, emails, ads and web pages.
2
Repurpose
One idea becomes many formats for many channels.
3
Analyse
Summarize reviews and comments to find patterns.
Source: CIRA, "2025 Canadian Internet Trends": top workplace uses of Gen AI were creating written content (36%), saving time (35%) and brainstorming (33%).
Section 01
Where text AI lives
Chat apps, and inside the tools you already use. Click a row.
Where
Examples
Good for
Chat apps
ChatGPT, Claude, Gemini, Copilot
Drafts, ideas, research
Office tools
Gemini in Google Workspace, Copilot in Microsoft 365
Emails, documents, slides
Marketing platforms
Canva, Shopify Magic, Meta and Google ad tools
Captions, product text, ad variations
Same skill everywhere: a clear prompt with brand facts.
Sources: product pages of each tool (openai.com, claude.ai, gemini.google.com, microsoft.com/copilot, canva.com, shopify.com/magic).
Section 01 · Demo
One idea, many formats
Tap a format to see how the AI rewrites the same message.
The idea
When it rains, students get a free pastry with any latte at Rainline Coffee on Commercial Drive. Show your student ID.
Instagram caption · max 125 characters
Rain again? Perfect. Show your student ID, order a latte, and the pastry is on us.
Illustrative outputs written for this class. Rainline Coffee is fictional. Character limits are common platform guidelines.
02
Image generation
From random noise to a picture, guided by your words.
Section 02
How image AI works
Most image tools use “diffusion” models.
1
Add noise
In training, millions of images are covered with random noise, step by step.
2
Learn to clean
The model learns to remove the noise and get the image back.
3
Create
It starts from pure noise and cleans it into a new image that matches your prompt.
Source: IBM, "What are diffusion models?" (ibm.com/think): models "generate new images by simply ‘denoising’ samples of random noise."
Section 02 · Demo
From noise to image
Move the slider: each step removes a little noise.
0 / 50
Prompt
“A green coffee cup on a wooden table, rainy window behind, cozy, flat illustration.”
Simplified illustration of the idea, not a real model. Real models take 20–50+ steps and create a new image each time.
Section 02
Anatomy of an image prompt
Three questions. Answer all three.
1
What?
Subject and setting.
2
How does it look?
Style, light, colours, mood.
3
Where will it go?
Format (1:1, 4:5, 9:16) and space for text.
What: a student studying with a latte at a window table in a cozy café, rain outside Look: warm evening light, green and wood colours, natural photo style Where: vertical 9:16 for Instagram Stories, empty space at the top for text
Example prompt for the fictional Rainline Coffee. Aspect ratio = width : height (1:1 square, 4:5 feed, 9:16 Stories and Reels).
Section 02
Image tools for marketers
Free plans have limits. Check the rules for commercial use.
Adobe Firefly
Trained on licensed Adobe Stock and public domain content.
Built to be “commercially safe”.
ChatGPT and Gemini
Make and edit images inside the chat.
Easy to change step by step.
Canva
AI images inside a design tool, with your brand fonts and colours.
Fast for social posts.
Source: Adobe, "The Firefly approach" (adobe.com/fireflyapproach): trained on "licensed content, such as Adobe Stock, and public domain content". Other tools: product pages.
Sources: elevenlabs.io; notebooklm.google; suno.com. Free plans have limits and their own usage rules.
Section 03 · Case
Spotify's AI DJ
Launched in 2023, first in the US and Canada.
1
A real voice, with consent
Built from recordings of Spotify employee Xavier “X” Jernigan.
2
Two AI systems
Voice technology from Sonantic, plus OpenAI technology for the commentary.
3
Humans in the loop
A team of music experts guides what the DJ says.
Sources: TechCrunch, "Spotify launches 'DJ'" (Feb 22, 2023) and "Xavier ‘X’ Jernigan, the voice of Spotify's DJ" (Apr 21, 2023).
Section 03 · Canada
The dark side: voice scams
Scammers clone voices from short social media clips.
~$3M
lost by Canadians in 2024 to family-emergency and voice-cloning scams
1
For families
Agree on a code word. Call back on a known number.
2
For marketers
Never clone a voice without written consent.
Source: Canadian Anti-Fraud Centre data reported by Money.ca, "AI voice-cloning scams are targeting Canadian families" (2026). Real losses are likely higher: most fraud is not reported.
Check
Quick check
Tap an answer.
04
Using them responsibly
Who owns it, who must know, and what is true.
Section 04
Who owns AI content?
The law is still changing. Here is where it stands.
1
Prompt only
In the US, a prompt alone is not enough for copyright (January 2025).
2
Your human work
Your edits, choices and arrangement of AI material can be protected.
3
In Canada
Not decided yet. The government consulted on AI and copyright in 2023–24.
Sources: U.S. Copyright Office, "Copyright and Artificial Intelligence, Part 2: Copyrightability" (Jan 29, 2025); Government of Canada (ISED), "Consultation on Copyright in the Age of Generative AI" (2023–24).
Section 04
Labels and rights
Platforms, creators and courts are all reacting.
Platform labels
Meta shows an “AI info” label on AI images in Instagram and Facebook.
Content Credentials
Hidden “nutrition labels” that show how a file was made.
Music lawsuits
Record labels sued Suno and Udio in 2024. Some cases settled in 2025.
Sources: Meta, "Our approach to labeling AI-generated content" (Apr 2024, updated); Adobe, Content Authenticity Initiative; AI Lawsuit Tracker, "UMG, Sony & Warner v. Suno and Udio".
Section 04
Before you publish: 3 checks
Use this for every AI text, image or audio file.
1
Is it true?
Real product, real price, real offer.
2
Do we have the rights?
Tool allows commercial use. No real face or voice without consent.
3
Should we say it is AI?
Label it when people could be misled.
Class checklist. Fake reviews and misleading claims can break Canada's Competition Act (Competition Bureau Canada).
Check
Quick check
Responsibility edition. Tap an answer.
In-class practice
Content Studio: Rainline
Make a mini campaign kit: one text, one image, one audio script.