Building AI Confidence for Bauer Media
Designing and delivering a five-session AI upskilling programme that left every attendee more confident
When Bauer Media wanted to build genuine AI capability across its teams, they turned to us to design and deliver a structured learning programme from scratch. Over five sessions and two months, we took 512 registrants from foundations to advanced application, covering everything from prompting techniques to AI-assisted career development. The results were consistent across every session, with 100% of respondents saying their confidence increased.
What we did
AI Foundations
Prompting 101
Personalisation & Experimentation at Scale
AI for Learning and Career Development
Using AI to Improve Your Ideas
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Registrations across five sessions
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Uplift in registrations from session one to session two
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Of post-session respondents reported increased AI confidence
The brief
Bauer Media recognised that AI adoption across its teams was uneven. While some employees were already using AI tools daily, others were yet to engage meaningfully. The brief was to create a programme that met people where they were, built practical confidence quickly, and gave attendees tools they could apply immediately – without overwhelming those newer to the technology.
With a mix of AI advocates and sceptics across the organisation, the challenge was to design something that worked for everyone.
Our approach
We began with in-depth interviews across the organisation, speaking with people at different levels of AI experience and enthusiasm. Those conversations shaped everything that followed. With 64% of registrants already using AI every day, we focused on depth, practical application, and transferable techniques. Each session was designed to stand alone but build on the last, with real-world prompt examples and use cases drawn from media industry contexts. Word spread, with registrations growing 49% between sessions one and two. Across all five sessions, the open feedback reflected a highly engaged group, with attendees taking techniques directly into their day-to-day work from session one.
The impact
The programme established a strong foundation for ongoing AI learning at Bauer Media, and surfaced a group of internal AI advocates who had emerged through the series. Post-programme recommendations, including baseline research, role-specific formats, and session takeaways, gave Bauer a clear roadmap for what phase two could look like.
The programme demonstrated the value of starting with listening and understanding where people actually are before deciding what to teach them.
