Upskilling a Marketing Team with Generative AI

Yeo Hiap Seng is a leading FMCG brand in Singapore with a strong presence across retail and consumer markets.

With a portfolio of widely recognised products, its marketing and communications teams are responsible for delivering engaging, high-quality content across both traditional and digital platforms.

Yeo Hiap Seng aimed to equip its marketing and content teams with practical, hands-on Generative AI skills to better support their day-to-day content creation needs.

With increasing pressure to produce more content across multiple channels, the organisation was looking to:

• Accelerate ideation and campaign development processes
• Improve the quality and consistency of messaging and visuals
• Build internal capabilities so teams could independently leverage AI tools
• Develop more agile workflows to keep up with evolving digital trends

The focus was not just on learning tools, but on enabling the team to apply AI meaningfully within their existing marketing processes.

The team at Hustle designed and delivered a 16-hour, hands-on training programme, conducted over 2 full days, tailored specifically for marketing, communications, and content teams.

The programme emphasised practical application, with guided exercises and real-world scenarios that allowed participants to immediately translate learning into action.

Key training areas included:

• AI for Ideation & Copywriting — Using ChatGPT to generate campaign ideas, develop structured messaging frameworks, and refine marketing copy with the right tone, audience focus, and clarity
• AI for Design & Visual Content — Leveraging Canva AI tools to create visually compelling, brand-consistent marketing materials with greater speed and efficiency
• AI Image & Video Storytelling — Exploring tools such as Midjourney and Nano Banana to generate visual concepts, storyboards, and short-form content ideas for campaigns

Throughout the training, participants worked on actual campaign scenarios and content pieces, ensuring that the learning was immediately relevant and applicable to their roles.