University of Greater Manchester
Deane Road, Bolton, BL3 5AB.
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Study with an Off-Campus Partner
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05/10/2026
Business professionals, SME representatives and university colleagues came together to explore the practical use of AI in marketing and sales. Participants took part in hands-on activities using an AI-powered lead qualification chatbot, exploring how organisations could use AI to engage prospective customers. The session also considered the wider sustainability implications of increased AI adoption.
Greater Manchester Business School recently hosted “AI in Marketing: Build Your Own AI Lead Qualifier” in collaboration with TAO Digital.
The workshop combined demonstrations, practical exercises and discussion, giving participants the chance to try an AI-powered lead qualification chatbot and consider how similar approaches could be used in different organisations.
Participants also shared their experiences of using AI and discussed some of the opportunities and challenges associated with adopting the technology. The discussion brought a range of perspectives to the session.
Sustainability was also an important part of the discussion. Participants considered issues such as energy consumption, resource use and how AI can be used responsibly. The conversation highlighted the need to consider the environmental impact of AI alongside its potential benefits for businesses.
Dr Daniela Campaniolo, Senior Lecturer in Digital Marketing at Greater Manchester Business School, said:
“It is always a unique experience to bring together people from different backgrounds and with different experiences to discuss a topic. It was great to see people sharing their ideas and perspectives, which led to some really interesting and thought-provoking discussions. The practical side of the session, including the use of the chatbot, was particularly well received, and we had some excellent feedback from participants.
For us, this is what our School is about, bringing academia and practice together in ways that can make a real difference to our students’ learning and experience. Events like this give us the opportunity to explore new ideas in practice and think about how they can be used to enhance the way our students learn.”
Thank you to Matt Tomkin and his team from TAO Digital for the collaboration and to everyone who took part and shared their experiences and perspectives.
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