Beyond the Prompt: Putting AI Agents to Work with Jasmine Hasmatali

Everyone's using AI now. Far fewer people have got it doing anything without them sitting there, prompt by prompt, copying the output into somewhere else.

But there's a real difference between an automation, a workflow and an actual agent, and knowing which one you need is the thing too.

In this session, Jasmine walks through how to build your first AI agent for a marketing task you're already doing, and where the sensible limits are.

Meet the host:

Jasmine Hasmatali is a self-taught marketer who has spent the past two years building AI workflows, agents and systems, and teaching other people to do the same. She works across marketing, growth and partnerships at Breakthrough Social Enterprise, an AI education start-up working to make sure no one is left behind in an AI-driven world. Jasmine has trained cohorts and in-house teams on building a marketing tech stack from scratch, designing AI marketing agents, and using AI across the content process without flattening a brand's voice. Her belief is that people should make AI work for them, not the other way round.

What we'll cover:

• The difference between automation, workflows and agents, and how to tell which one a task actually needs

• The tools to build your first agent, whether that's for customer service, email marketing or content creation

• What not to trust an agent with, including permissions, safety and the data you should keep well away from it

This session is ideal for marketers who've got past the novelty of AI and want to hand over some of the work properly, without creating a mess they'll have to clean up later.

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