Masterclass: AI as a Strategic Tool for Creatives

Most people use AI as a writing machine. Yet its real potential lies elsewhere—in the early stages of value creation: AI as deep researcher, strategic advisor, and knowledge architect.

AI Beyond Text and Image: A New Approach to Strategic Creative and Knowledge Work

While AI tools such as ChatGPT or Midjourney are mostly seen as production assistants, their real potential often goes untapped: systematic support in the early, decisive phases of creative work, with deep research, strategy, conceptualization.
This masterclass is for creatives, strategists, and concept developers seeking to use AI not just for one-off tasks, but as a methodical thinking partner. The core questions are: How do you build a knowledge architecture that gets smarter with every project? How do you use AI for deep research, in minutes rather than weeks? And how do you turn a chatbot into a proper strategic sparring partner?

The session is hands-on. Participants work with tools like Claude and NotebookLM on a prepared project case. You'll learn how to structure complex material so AI tools can actually work with it. And by the end, you'll have built your own strategic advisor.

The masterclass is led by Julia Peglow and Jörg Müller (THE SKILL), who have amassed over two decades of strategy and consulting experience and share their expertise through the School of Creative Thinking.
Prerequisite: Basic experience of AI tools (ChatGPT, Claude or similar) and a Pro account.