A practical programme for commercial directors and P&L owners on where AI genuinely sharpens strategy, customer understanding, pricing and growth — and where it must stay subordinate to commercial judgement rather than replace it.
AI is now sold as the answer to every commercial question — demand forecasting, pricing, customer targeting, churn, territory design. Some of that is real and some is hype, and commercial leaders are expected to tell the difference while under pressure to be seen to be ‘doing AI’. The risk is twofold: missing genuine advantage, or outsourcing commercial judgement to a model that optimises the wrong thing with great confidence.
This programme helps commercial leaders use AI to make sharper strategy and growth decisions while keeping judgement where it belongs. It covers where AI materially improves commercial decisions, how to interrogate an AI-driven recommendation, how to avoid the characteristic failure of optimising a number at the expense of the business, and how to build a commercial function that is AI-literate without being AI-dependent. It draws on Impact Thinking’s research on judgement and decision-making under pressure.
Eight live two-hour sessions per part — sixteen learning hours per part. Take one part on its own, or progress through the full pathway — each part ends with a practical output your organisation keeps.
Where AI genuinely sharpens commercial decisions, and where judgement must hold.
Output · Commercial AI Opportunity Map
Separating real advantage from hype across the commercial agenda.
The questions a commercial leader must ask before trusting a model’s output.
Where AI will and won’t move your commercial numbers.
Applying AI across the growth engine without losing the commercial plot.
Output · AI-Enabled Growth Plan
Acquisition, conversion, retention and expansion — where AI earns its place.
A plan that applies AI to growth while protecting the customer relationship.
Building a commercial team that uses AI well and keeps its judgement.
Output · Commercial AI Strategy & Capability Roadmap
Building a team that uses AI fluently and still owns the commercial call.
Connecting opportunities, decisions, capability and growth targets.
Every session combines short expert input with facilitated discussion and applied practice: real public- and private-sector cases, decision-making exercises, role plays and simulations, peer coaching and workplace application. Cases reflect the constraints managers actually face — limited resources, organisational politics, competing stakeholder interests and incomplete information.
Between sessions, peer-coaching groups, facilitator-led clinics and sponsor check-ins keep the learning attached to genuine organisational challenges rather than theory in isolation.
Assessment is practical throughout — no formal examinations. Evidence includes case analysis, completed templates, workplace application tasks, peer feedback and the final plans and roadmaps. A CPD certificate is available for each part where applicable.
In-house delivery is tailored to your commercial context and growth priorities, and becomes the better value from around five participants. Bespoke versions, single parts and multi-cohort rollouts are all available — tell us the context and we’ll shape it to fit.
Frameworks & references · Impact Thinking research on judgement and decision-making under pressure · established practice in pricing, segmentation and go-to-market · OECD AI Principles · responsible-AI and data-protection standards
No. It is a commercial-leadership programme for directors and P&L owners. It focuses on the commercial decisions AI can sharpen and the judgement needed to use it well — not on building models.
Commercial directors, P&L owners, sales and marketing leaders and general managers who own commercial outcomes and are deciding how to use AI. No technical background is required.
It runs online, in-person or hybrid, in-house or as an open cohort. The structure is three progressive parts, 24 live sessions and 48 CPD hours; you can take a single part or the full pathway.
Open-cohort places are £1,450 per part or £3,950 for the full pathway, per person. In-house delivery starts from £8,500 per part and from £22,500 for the full programme. Contact us for cohort dates and organisational pricing.
Yes. A CPD certificate is available for each part, and the full programme carries 48 CPD hours. Assessment is practical throughout, with no formal examinations.
Yes. In-house delivery is tailored to your commercial context and is usually the better value from around five participants. Single parts, the full pathway and multi-cohort rollouts are all available.
To discuss dates, in-house delivery or enrolling a team, get in touch. We’ll help you choose the right starting point — a single part or the full pathway — and tailor it to your context.
Enquire & book → info@impactthinking.co.uk