​Most marketers use AI like a smart intern: prompt, paste context, fix the draft, start from zero tomorrow. Will shows the alternative live. A marketing brain is a folder your AI reads before it does any work: your positioning, customer language and competitive intel. Skills teach it to write a campaign brief or a messaging doc like a senior marketer, and agents keep it fed while you sleep. Watch it tear down a category's ads, find the white space, and turn it into positioning and an ad script in minutes. You leave with the blueprint to build your own the same week.

​What you'll leave with

• ​A practical model for building an AI marketing brain that remembers your positioning, customer language and competitive context

• ​A clearer way to stop restarting AI marketing work from zero each time

• ​An understanding of how skills can standardise repeatable marketing tasks such as campaign briefs and messaging documents

• ​An example of using AI to analyse a category, identify competitive white space and turn that into positioning and creative output

• ​A blueprint you can use to start building your own marketing brain the same week

​Format
Live show-the-work demonstration, practical explanation and Q&A.

​Will will demonstrate the system live, including how the AI uses stored marketing context, how repeatable skills change the quality and consistency of outputs, and how agents can keep the system supplied with useful intelligence. The session will use real examples from the audience where useful, informed by the registration question below.

​Who it's for
Marketers, founders, growth teams and operators in startups and growing businesses who already use AI for marketing work and want to make it more systematic, repeatable and strategically useful.

​Speaker

​Will Mulholland, Product Marketer, beehiiv; Founder, Intelligent Growth

​Will Mulholland builds marketing systems that ship as fast as the product does. At eBay he launched four new advertising products and grew them from zero to $180M in revenue in two years, after cutting his teeth on brands like KFC. He then joined Series A startup Blinq, the #1 rated digital business card platform on G2 with 4 million users worldwide, as its first product marketer, building the function from scratch, AI-first. Today he's a product marketer at beehiiv and runs Intelligent Growth, where he teaches marketers to build their own AI marketing brains. He has trained more than 2,700 marketers through Product Marketing Alliance, Generate Summit, and events at Canva and Salesforce.

​The Startup Growth Lab is 2-days of practical workshops, live demos and real conversations, part of Spark Festival at UTS, 23-24 September 2026.