Journey Mapping with AI

Level-up your collaboration and content experience by using AI to help the humans

Master our AI-powered persona and customer journey mapping (CJM) methodology. Journey maps are vital tools for building future-proof, audience-centric strategies and models. In this session, you’ll see how to use the latest AI (GPT) tools to accelerate the process.

Omnichannel personalisation and content optimisation are hard. That’s regardless of the power or type of technology you have at your disposal, including AI. It’s how you plan, ideate, and measure an audience journey that will make the difference.

This course is will help you design and measure journeys that are for

  • content and product experiences
  • external or internal audiences, or
  • knowledge, learning, or marketing.

Measuring satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring each individual interaction – McKinsey & Company

A journey is more focused than a customer lifecycle, funnel, or sales process. It focuses on one or more personas trying to accomplish an objective. That could be almost any organisationally relevant experience, such as

  • becoming aware they have a need in the first place
  • a product evaluation
  • comparing or migrating between services or products, or
  • resolving a query or learning new skills.

Instead of assuming what users need or planning content, journey maps seek to paint a detailed picture of how your audience makes their way to accomplishing an objective. It covers

  • audience’s current and potential experiences
  • their detailed informational needs (and the implied metadata tagging and content types that go with them)
  • friction points and emotional states, and most vitally,
  • the calls to action, metrics, and personalization opportunities along the way.

Having all this in a single unified collaboration-friendly state brings organizational stakeholders together around the core objectives. It creates a framework to integrate

  • content design and modelling
  • planning processes that support omnichannel personalisation at any scale
  • levelling-up how you generate and use metrics and valuable market data, and
  • innovating your experience and products for the future of AI and immersive content.

Learning objectives

  • Differentiate between traditional and omnichannel journey maps
  • Extracting content requirements from a journey map
  • Managing maps that can support adaptive content.

“I enjoyed the challenge to think outside the box and be honest about where our audience has pain points throughout their journeys.”

Content Stakeholder

Eli Lilly Pharmaceuticals

“Urbina is one of the best informed consultancies in the industry. Noz’s content personalisation workshop offers practical, timely guidance that enables organisations of all sizes to have an omnichannel impact with their content investments”

Content Strategist



  1. Introduction to journey and experience mapping
  2. Mapping and content requirements
  3. Mapping and business metrics
  4. How to use and NOT use AI as part of journey mapping
  5. Training your AI assistants to support mapping processes
  6. Omnichannel mapping
  7. Multi-persona mapping
  8. Personalization planning
  9. Maintaining and collaborating around journey maps


Sessions are available in multiple length variants:

  • 1/2-day and 1-day (CJM only)
  • 2-day, and
  • 3-day.

Take-away materials

  • All session slides
  • A template for mapping journeys and content requirements to calls-to-action and metrics
  • A short guidebook for using the RAUX™ method to train AIs to help accelerate
    • journey mapping
    • content planning and ideation, and
    • personalization variants.

Industry-specific sessions

This session has been customised in the past with case studies and examples for the industries below. Customisation for your organisation is available as an add-on to this session.

  • Pharmaceutical & Life Sciences, specifically in Medical Affairs, Medical Information, Marketing or Commercial
  • Software & SaaS
  • Financial Services & Fintech
  • Manufacturing
  • Government 

Who it’s for

This session is highly cross-functional and can be applied to

  • diverse digital marketing and commercial communications
  • content or UX design
  • technical communications, and
  • content marketing.

Specific attendees could be:

  • Communicators of all kinds, but specifically marketing communicators, technical communicators, and user experience specialists
  • Staff responsible for defining personalization strategy, metrics, and KPIs.
  • Content marketers concerned about creating content efficiently and at scale 
  • Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel
  • Staff responsible for taking content from unstructured and generic content and preparing it for personalised delivery in applications, online, across social media, wearable devices, and more

“Noz was great. He made concepts actionable and adapted to the needs of the group.”

Gilbane conference participant

Insurance Industry

Difficulty levels

The available difficulty levels are

  • introductory
  • intermediate, and
  • advanced.

The focus can be tuned for professionals in

  • digital & content
  • experience & excellence
  • content marketing, and
  • technical communications.

Delivery options

In person – on-site, at clients’ offices, as part of industry conferences.

Online – with the possibility of having the workshops recorded and transcribed.