The AI Bootcamp is a three-day intensive, hands-on module designed to introduce students to artificial intelligence, to understand its key applications in marketing and communication, and to master essential AI tools. The program focuses on prompting methods and the orchestration of generative AI within structured workflows (agents), strengthening both creativity and productivity, and positioning students as true “orchestrators” of generative AI systems rather than simple users. This bootcamp is part of a broader AI learning philosophy that prioritizes the human dimension—critical thinking, culture, judgment, and responsibility—while positioning AI as a secondary, controlled, and critically assessed lever. The objective is to train decision-makers, not AI operators. In a context where artificial intelligence is deeply transforming all industries, the module is structured around two complementary courses: **Strategic Onboarding to AI for Marketers** This one-day immersive and intensive course provides a global acculturation to AI, combined with practical applications. It lays the strategic and operational foundations necessary to understand AI, its underlying logics, challenges, and first use cases, specifically adapted to future marketing and communication professionals. **Creative Prompting & Automation with AIGens** Over two days, students focus on the practical use of generative AI tools and techniques, with the goal of transforming them from passive users into “orchestrators” capable of piloting an augmented value chain. One day is dedicated to hands-on experimentation with advanced tools. Students learn to go beyond static model limitations using RAG (Retrieval-Augmented Generation) to connect AI systems to real data sources. They experiment with multimodal workflows, including deep research (Deep Search), creation of custom AI assistants (Gems), document analysis and podcast production via NotebookLM, as well as rapid prototyping of websites and visual assets (Gamma, Magicpattern, Nanobanana). The second day is dedicated to strategic production under real-world conditions. In a workshop format and in groups, students respond to a complex marketing brief based on a client-type case study. They mobilize their entire AI-augmented production chain to deliver a complete strategic recommendation, demonstrating their ability to combine human expertise with the scalable power of AI on a real marketing and communication challenge.