Journey Mapping for Omnichannel with AI

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

Master our AI-powered omnichannel audience or customer journey mapping (CJM) methodology. Journey maps are vital tools for building future-proof content strategies and models that are audience-centric. You’ll see how to use the latest AI (GPT) tools to accelerate the process.

Omnichannel, content reuse, and personalized delivery are hard. Regardless of the power or type of technology you have at your disposal, including AI. It’s how you plan, ideate, and measure the journey that will make the difference.

Whether your content is external or internally facing, or if it’s knowledge or marketing-oriented, designing it to support measurable journeys, also known as experience maps – is a proven way to progress organisational and audience goals.

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 whole customer lifecycle. It focuses on one or more personas trying to accomplish an objective. That could be

  • the process of becoming aware they have a need in the first place
  • a product evaluation
  • comparing or migrating between services or products
  • resolving a query or learning new skills, or
  • any other experience where your organization might be involved or affected.

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, and his 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 eperience mapping
  2. Mapping and content requirements
  3. Mapping and business metrics
  4. How to use and NOT use AI as party 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 1/2, 1, 2, and 3-day variants.

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 case studies and examples that can be focused on these industries

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

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

Difficulty levels

The available difficulty levels are

  • introductory
  • intermediate, and
  • advanced.

The focused 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.