Training for brands in the children's industry
How AI 'understands' your brand and what you can do about it?
A one-day practical training where you will check how AI understands and recommends your brand, and then build a plan for changes. You will work on your own brand and real customer questions to increase its chances of being present in purchasing situations and to limit competitive advantage.
- Define what AI should associate with your brand and why it matters for your business.
- Learn to move from diagnosis to decisions on what should be changed through a shared case study.
- Finish with your own action plan for 7, 30, 60, and 90 days.
Price
PLN 990 net
+ 23% VAT (PLN 1,217.70 gross)
Event language: Polish
- Date
- Time
- 09:00–16:00
- Location
- Al. Jerozolimskie 181B02-222 WarszawaOpen in Google Maps
- Format
- On site
- Seats
- 20
- Event language
- Polish
What you will learn during the training
Through active participation in the workshops, you will learn how to:
Understand what the brand image in AI means for business
Through a shared case study, you will learn to distinguish an interesting result from a signal that should lead to a decision.
Organise what AI should 'understand' about your brand
You will define the most important associations, audiences, needs, products, advantages, and relationships that should build the correct image of your brand and support its presence in purchasing situations.
Translate brand knowledge into business-relevant questions
You will know how to move from the brand map to Identity, scenarios, and a project that checks the right products, needs, audiences, and advantages.
Design questions that correspond to real customer situations
You will understand how to build scenarios around how customers discover, compare, and choose products.
Read results without overinterpretation
You will learn to separate three things: what the data shows, what can be inferred from it, and what decision is worth considering based on that.
Translate results into concrete actions
You will be able to identify what should be improved in communication, content, and the way the brand is described to increase its chances of being present in the right AI responses.
Plan further work after the training
You will leave with a plan for 7, 30, 60, and 90 days: from refining the brand map and preparing your own project to selecting and implementing the first changes.
The effect?
Instead of a single 'checking the brand in AI', you will receive a way of working that leads from the brand image to decisions on what to improve to better support its presence in recommendations and business goals.
Training programme
The training guides you through the entire process of how the brand is presented in AI: from understanding the mechanism, through diagnosis and interpretation, to selecting actions that can increase its chances of being present in recommendations and consciously support sales.
You will get to know Semantio in practice as a measurement tool. In the shared case study, you will see how to translate brand knowledge into data, and data into business decisions.
How AI understands brands and why it matters
Using examples from the industry, we will show how LLMs connect brands with products, needs, audiences, and specific features. We will discuss semantics, entities, and the difference between them and classic keywords. Yes — there is some theory here. But a small dose of knowledge won't hurt. Especially since it will allow us to operate within very specific frameworks. This way, you will understand why a brand appears in some responses and recommendations, while in others it gives way to competitors.
Show details
We will start with the basics, but without a technical lecture. Using specific examples, we will show:
- why large language models (LLMs) associate brands with specific products, needs, features, and audiences,
- what brand semantics is,
- what entities are and how they differ from classic keywords,
- why two AI models can present the same brand differently,
- how GenAI's understanding of the brand affects its presence in responses and recommendations.
The aim of this block is to answer the fundamental question: what exactly must LLM 'know' and understand to correctly present your brand?
What should AI understand about your brand?
A workshop dedicated to what LLMs should 'understand' about your brand. First, you will independently organise the most important associations, audiences, needs, products, and advantages. Then you will use GenAI to check for gaps and ambiguities. This is the starting point for building the brand's presence in contexts that matter for product choice.
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The first workshop block will be dedicated to the participants' own brands. First, independently, and then with the support of a chosen GenAI model, you will organise among other things:
- what your brand should be associated with,
- who it exists for,
- what needs and problems it solves,
- which products and categories are most important for it,
- what features and advantages should be associated with it,
- what erroneous or undesirable associations should be avoided.
The result will be the first working map of what LLMs should understand about your brand. However, we do not hand this task over to GenAI. We think for ourselves, and we will use the language model as a partner to look for gaps, ambiguities, and missing connections.
From brand knowledge to research that answers business questions
In the shared case study, we will go through the preparation of Identity and the project in Semantio. We will show which information determines whether the result will be useful for marketing and business, and how to avoid erroneous conclusions.
Show details
Next, we will move on to a shared case study based on a real brand from the children's industry. All participants will work on the same data, allowing us to compare decisions and results.
Step by step, we will go through the preparation of the project in Semantio and show:
- how to translate brand knowledge into its Identity,
- which information has the greatest impact on the quality of the research,
- how to distinguish facts about the brand from marketing aspirations,
- where errors most often occur in the data preparation stage,
- why a well-developed Identity is one of the most important conditions for valuable research.
This is one of the key elements of the training: the business value of the result starts much earlier than at the moment of clicking 'start'.
How questions change what you learn about the brand?
In a practical experiment, we will compare scenarios corresponding to different customer situations. We will see how the construction of questions affects the brand image and the conclusions that can be drawn from it.
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There is no one universal set of questions. We ask differently when we want to understand the product choice stage, and differently when we analyse brand comparison or purchase situations.
- how to design scenarios that correspond to real customer situations,
- how the context of the question affects what we learn about the brand,
- how different approaches to building scenarios can lead to different research perspectives,
- where conscious research design ends and influencing the result begins.
Then we will jointly launch the brand research in several LLMs.
What does the result say about the brand and what can be done with it?
We will go through the most important results and selected indicators. We will focus on the data that helps make a decision: what in the image, communication, or way of describing the brand is worth improving.
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After conducting the research, we will move on to its interpretation. We will not discuss every chart and every available indicator. We will focus on the data that actually helps make decisions. For each result, we will ask four questions:
- What do we see?
- What could this mean?
- What can we not yet conclude based on this data?
- What is worth checking or doing in relation to this?
We will also compare the actual results with your predictions made before the research began. This way, we will see where intuition about the brand aligns with how GenAI models present it, and where discrepancies arise.
Return to your brand — from the first map to your own project
After working on the shared case study, you will return to your brand map. You will determine what needs clarification to more clearly describe the appropriate products, needs, audiences, and advantages.
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After working on the shared case study, we will return to your brand and the map you prepared at the beginning of the training. You will use the experiences from designing the research and analysing its results to look at your earlier assumptions with a critical eye. You will check among other things:
- what is worth clarifying in your brand map,
- which elements are too broad or too marketing-oriented,
- what is missing in the description of audiences, needs, products, or advantages,
- which assumptions are worth verifying with colleagues,
- what you would do differently when preparing your own brand research.
Then we will organise the path from the first map to your own research: brand map → Identity → research project → scenarios → measurement. You will learn how to use the material developed during the training to prepare your own Identity and project, and what to pay attention to before launching a larger study.
You will leave the training not only with the experience of working in Semantio but also with a starting point for consciously building your brand's presence in AI recommendations.
Plan for 90 days – from diagnosis to concrete actions
In conclusion, we will organise what to do after the training to avoid ending up with just conclusions. You will outline your own actions for 7, 30, 60, and 90 days: from refining the brand map and preparing the project to implementing changes and planning the next measurement.
Show details
In conclusion, we will translate the entire process into a concrete roadmap for work after the training. It will include:
- re-analysis of the brand map after a few days,
- consultation of assumptions with colleagues,
- preparation of the final Identity,
- configuration of your own project,
- conducting a larger study that serves as a reference point,
- analysis of results,
- preparation and implementation of changes,
- allowing time for them to take effect,
- re-measurement,
- comparison of results,
- adjustment of assumptions and planning the next iteration.
The process does not end with the first report. Ultimately, it looks like this: map → Identity → research → analysis → changes → implementation → re-measurement → comparison → next iteration.
You will therefore finish the training with your own action plan for the first 7, 30, 60, and 90 days.
Led by
Chief Operating Officer
Ekspert łączący semantykę i marketing
- marketing
- semantics
- SEO
- strategic planning
- LLMO
- public relations
- creative writing
- communication
Co-founder of Brand Semantics. Involved in marketing since 2009. Trainer. Strategist. Explorer of new areas of marketing and communication. Combines knowledge from various fields and translates it into business solutions for clients. He is intrigued by words. Consequently, he is also interested in people and their culture.
Head of Market Education
Od 20 lat w branży digital marketingu oraz fotografii marketingowej
- seo
- marketing
- photography
- social media
With over 20 years of experience in marketing, sales, and business development, she creates training programmes, conducts workshops, and speaks at industry conferences. She helps companies understand how AI interprets and recommends brands, translating complex technological issues into specific business decisions and actions.
What happens when a customer asks AI about a product in your category?
AI connects brands with specific products, needs, audiences, and features. Based on this, it builds a response. If the brand image is incomplete or imprecise, it may omit it, show it in the wrong context, or more frequently point to competitors.
Therefore, the question is not just: 'Does AI mention my brand?'. More importantly: 'Does the brand appear when the customer is looking for a solution, and is it presented in a way that supports its choice?'.
Presence is not everything
A mere mention does not yet mean a sales opportunity. Context, customer need, and the advantage with which AI connects the brand matter.
Context influences choice
If AI does not connect the brand with the right need, product, or advantage, it may more easily point to competitors.
Data should lead to decisions
It's not about another report. It's about knowing what to improve in communication, content, and the way products are described.
In the training, you will learn to move from the brand image in AI to decisions on what to organise and what to do next. You will practice the full process on a shared case study, and relate the conclusions to your own brand.
Who is this training for?
You will benefit the most if you are responsible for the brand, sales, marketing, e-commerce, communication, or business development in a children's industry company and want to increase the brand's chances of being present in AI responses that customers use when choosing products.
you want to understand when AI considers the brand and when its place may be taken by competitors,
you need to organise products, needs, audiences, and advantages with which the brand should be associated,
you want to prepare a project that responds to real marketing and sales questions,
you want to translate results into decisions regarding content, communication, and priorities,
you are looking for a process that can be applied upon returning to the company, not a one-time test in ChatGPT.
You do not need to be a 'technical person'. You do not need to know semantics, GEO, or Semantio beforehand. We start with a specific problem and example, and concepts are introduced only when they are needed for further work.
What does this training not pretend to be?
This is not a technical course
we do not teach the construction of language models or their infrastructure.
This is not a long demo of the tool
Semantio is a measurement tool in the workshop. Important, but just a tool. Not the main star of the day.
This is not a set of 'magic prompts'
we do not promise a single trick that will 'set' the brand in AI. You learn a process that helps identify the problem, set priorities, and plan actions that support the brand's presence in AI recommendations.
One process: from brand image to decisions on what to do next
- What should AI understand?
- How to check this?
- What does AI actually say?
- What to do about it?
In the morning, you will create the first map of your brand. Then, in a shared case study from the children's industry, you will go through project preparation, scenarios, measurement, and analysis. In the afternoon, you will return to your own map and finish the day with a plan for further work for 90 days.
LLM appears here in two different roles. First, you will use the chosen model as a partner to look for gaps and ambiguities in your hypothesis. Later, the models become the environment in which you measure the way the brand is presented.
Key setting of the training: The goal of the training is not to teach you how to use Semantio. The goal is to teach you how to diagnose and improve the way AI understands and recommends your brand, so as to increase its chances of being present in purchasing situations, limit competitive advantage, and consciously support sales. Semantio is a measurement tool here.
Organisation and logistics
- Format
- workshop — own brand + shared case study from the children's industry.
- Breaks
- at least 2 coffee breaks of 15 minutes each + a lunch break of about 30–40 minutes.
What's included
- participation in a full-day workshop from 9:00 AM to 4:00 PM
- working on the first map of your own brand
- the full process — from project preparation to result interpretation practiced on a shared case study
- practical work with Semantio during the training
- your own action plan for 7, 30, 60, and 90 days
What to prepare before the training?
laptop with internet access (there will be wi-fi available in the room),
access to a chosen GenAI model (e.g., ChatGPT, Gemini, or Grok); we do not assume that you must have a paid package,
the brand you want to work on, along with public or approved information about it,
readiness for workshop work: some exercises will be done independently, some on the shared case study.
Confidential data: for exercises on your own brand, confidential information, internal commercial data, or materials that the company does not want to share with an external AI provider are not needed. Public information and approved information for use are sufficient.
Frequently asked questions
Do I need to know GEO, semantics, or LLM models?
No. We start with a specific problem and example. Concepts are introduced only when they are needed to understand the next stage of work.
How does this training relate to sales?
When a customer asks AI about a product or recommendation, the way the brand is presented can affect whether it appears in the response. In the training, you will learn to diagnose this image and plan actions that increase the brand's chances of being present in such situations. This is a way of consciously supporting sales, not a promise of growth after one day.
Do I need a paid account in ChatGPT or another AI tool?
We do not assume the use of a premium account. Exercises can be performed with various models and packages. If necessary, participants can also work in pairs.
Will I work on my own brand during the training?
Yes. In the morning, you will prepare the first map of what GenAI should understand about your brand. After the shared research, you will return to it and verify what should be clarified before preparing your own Identity and project.
Will we conduct a full study of my brand during the training?
No. We conduct a full measurement during the workshop on one shared case study so that everyone works on the same data and can compare decisions and results. Your own brand returns in exercises before and after the shared research.
Why do we work on a shared case study?
This is our laboratory. The same input data allows us to compare the way the project is prepared, scenarios, and results without mixing them with differences between brands and markets.
Is this a training on how to use Semantio?
No. We use Semantio as a measurement tool. More important than knowing the interface are methodological decisions, the quality of input data, and correct interpretation of results.
Can I use my company's confidential data?
There is no need for that. For the exercises, public information or approved information for use is sufficient. Do not paste confidential data or materials that the company does not want to share with an external AI provider into private LLMs.
What will I have after the training?
The first map of your brand, the experience of going through the entire process on a shared case study, and an action plan for 7, 30, 60, and 90 days. You will also know what to organise in the brand image, communication, and content to increase its chances of being present in AI recommendations.
Ensure your brand is properly understood and considered in AI responses
In this training, you will learn to connect the brand image in AI with decisions regarding communication, content, and further actions. You will return to your company with a map of your brand and a 90-day plan.
You won't just finish with a result. You will finish with a plan for what to do next.