A Tale of Two AI Courses
One thing I learned about "Intro to AI" courses—no two are the same.
If there’s one thing marketers excel at, it’s declaring the obvious—lately, the mantra is “Adopt AI or get left behind.” But what does that really mean? For the content marketer, maybe it's experimenting with LLMs as a writing partner. For the CMO, it’s a potentially career-defining pivot. For the CEO, it’s more about organizational transformation. And for those of us who wear many hats, it might be all of the above.
So, yes, we all need to get on the AI train. But if our destinations are different, what’s the move?
An introductory AI course feels like just the ticket. And there’s no shortage of polished offerings—universities, trade associations, MarTech companies, and AI consultancies all have a version of “AI for marketers.” Perfect, right?
If only it were that simple.
Some courses are free. Others cost thousands. Some are multi-day, live classes. Others you can squeeze in during lunch. Some are offered by prestigious Ivy League institutions. Others by a solo creator in a spare bedroom. Some include a certification. Others just a pat on the back.
And those aren’t even the main differences. One thing I learned after sampling a few of them: the content itself varies dramatically.
So, today I’m breaking down two introductory courses to illustrate the point—and to help you navigate this important first step in your AI journey. Both are free. Both are valuable. Both are short. And both are well-suited to all marketers.
But one will likely be the better option for you.
Our Two Contenders
I narrowed the options down to two popular courses:
- Marketing AI Institute’s Intro to AI
- HubSpot’s AI for Marketers
They both aim to ease marketers into AI, yet they couldn’t feel more different in their approach. Once you see how radically these two courses diverge, it’s easy to realize that picking the right one isn’t just convenient—it could determine the entire trajectory of your marketing journey.
Course #1: Marketing AI Institute’s “Intro to AI”
The MAII course is structured as a 30-minute presentation followed by a 30-minute Q&A, led by Paul Roetzer, founder of the Marketing AI Institute. This format alone sets it apart from pre-recorded modules, because you hear honest, in-the-moment questions from marketers trying to grasp just how massive and imminent the AI shift is.
Roetzer doesn’t simply say, “Adopt AI, or else.” He shows you the tidal wave of change bearing down on the industry—how AI is redefining everything from agency services to in-house marketing roles—and poses tough questions about what that means for value creation in the future. You’ll see a concise timeline of AI’s evolution, as well as an unfiltered look at emerging breakthroughs that threaten to upend knowledge work. It’s not a warning to “use AI or be left behind” so much as a reminder that the very nature of marketing is about to face its biggest test.
That’s why the session doesn’t feel like a gentle starter course. Instead, it encourages you to confront the realities: Which services might quickly become commoditized? Where do human marketers still have an edge? How can organizations take the first step toward transformation? By highlighting these existential concerns, the course helps you think critically about AI’s impact instead of simply adding another tool to your tech stack.
The combination of concise presentation and live Q&A ensures you won’t leave with a vague to-do list—you’ll leave with a sober understanding of where marketing is headed and a real sense of what that might mean for your team or your business model.
Course #2: HubSpot’s “AI for Marketers”
By contrast, the HubSpot course is more like a multi-chapter guidebook—polished, structured, and nearly three hours long. Each module explores a different AI angle—personalization, predictive analytics, content optimization—offering a broad look at what’s possible in modern marketing. True to HubSpot’s style, it’s high on production value and brand examples, but glosses over the more uncomfortable realities of AI adoption.
If your main hurdle is figuring out where AI slots into your daily workflow or how your business can leverage it for marketing, this course does a solid job presenting a wide range of options—from SEO and analytics to automating repetitive tasks. That breadth, however, can leave you longing for deeper how-to details. You might see what AI can do but still wonder about the mechanics or pitfalls of implementation.
In that sense, HubSpot’s offering feels friendlier if you just want a big-picture overview. It’s akin to being handed a brochure of AI possibilities—great for spotting new opportunities, less great for acting on them. If you’re looking for a broad orientation without too much talk of potential downsides, you’ll find a well-organized introduction here. Those seeking a hands-on blueprint, though, may wish for extra guidance.
In a Nutshell
Although both courses cost nothing, they cater to different needs. MAII’s short, urgent style focuses on navigating disruption, while HubSpot’s scripted modules offer a detailed tour of AI’s many roles in modern marketing. The former is a no-nonsense wake up call that will leave you with a blueprint for survival (and a dash of anxiety). The latter is a cheerful introduction to all the shiny benefits of AI.
For the brand-new AI learner who also wants to see how AI might plug into every nook and cranny of a marketing strategy, HubSpot feels like a comprehensive first step. For the marketer who already grasps the basics and wants to brace for the impact of the coming wave, MAII's course is for you.
The Catch
It’s worth reflecting on what each organization is ultimately after. Marketing AI Institute is a consultancy with a focus on spreading AI literacy and guiding enterprise-level transformations. The free crash course is a gateway to deeper paid offerings. HubSpot, on the other hand, is a major platform that naturally benefits when more marketers embrace AI (and, presumably, its own software). Recognizing these motives isn't about cynicism; it’s simply about acknowledging that each course is designed to funnel you toward the provider’s ecosystem.
The Lesson
The “Adopt AI” mantra isn’t an empty slogan, but the meaning differs for every marketer. Whether you’re a content creator looking for an efficient writing partner, a CMO hungry for a modern marketing plan, or a CEO envisioning a company-wide transformation, the right introductory course can help you take your first steps with purpose. It can also steer you away from wasted hours on fluff that never materializes into action.
HubSpot’s “AI for Marketers” offers a broader, more polished map of AI’s potential across marketing tasks. Marketing AI Institute’s “Intro to AI” delivers a briefer, more urgent plea to jump in without delay. Neither approach is objectively better; it’s simply about matching the course’s style and depth to your current readiness.
In the end, what truly matters isn’t the introduction—it’s what you do afterward. AI adoption is a journey, not a single lesson. By picking the right course for your situation, you’ll be one step closer to making it feel less like a threat and more like an advantage.
