You pay for an AI marketing course twice: on the quote, then during the 3 months when the practice has to hold up without the trainer. That second cost is what decides the return on investment.
I run these sessions myself, and I see what's left of them 3 months later. My catalog is at the bottom of this page, and depending on your situation, I rule out several of my own offers.
What you're buying behind the word training
Behind the same search, 4 different products are on sale, and the listed price alone compares them poorly.
The open-session catalog
You buy a seat among 8 to 12 people from different companies, on a fixed program. It's the quickest format to get going, and for 1 or 2 people to train, it does the job very well.
Custom in-house training
You buy the whole session for your group, at the same price up to 10 or 12 participants depending on the provider. The outline adapts to your materials and your confidentiality constraints, and the trainer can look at your files before coming.
The bootcamp or school
Several days, often leading to a certification, often geared toward data or career changers. In my review of the French market in July 2026, these formats cost €2,000 to €4,000 excl. VAT. A working marketer spends a lot of that time on examples from another line of work.
Guided self-study
Free, and serious: Anthropic Academy offers 22 courses and a path for educators as of October 28, 2026. Everything is in English and product-focused, and applying it to your line of work is up to you. The details are in my review of Anthropic's Claude courses.
| Format | Who it's for | Typical length | Budget | Its limit |
|---|---|---|---|---|
| Official self-study | Curious self-starters comfortable in English | 2 to 15 hours | €0 | No cases from your line of work |
| Open-session catalog | 1 to 4 people | 1 to 2 days | €795 to €1,500 excl. VAT per day per person | Fixed program |
| Custom in-house | Team of 5 to 12 | 1 to 3 days | €1,000 to €3,500 excl. VAT per day for the group | Preparation up front |
| Bootcamp or school | Career change | 3 days to several months | €2,000 to €4,000 excl. VAT and up | Rarely about marketing |
| Guided installation | Team that wants a shared system | Several weeks | From €5,900 excl. VAT | Project budget |
Ranges collected in July and September 2026 from published French offers, general providers included: check them on the provider's page.
What happens after the session?
Between September 2025 and February 2026, I trained more than 100 employees at 4 companies in western France, in cohorts of 12 to 15 people: a 6-week program, then monthly AI clinics. Daily adoption rose from 12% to 74%, with 4.2 hours saved per employee per week. The details, 47 use cases included, are in my case study on those 6 months.
One number matters most: 30% of participants were openly reluctant at the start. They're the ones who won the others over, because a convinced skeptic brings 5 colleagues along.
Why a single open-session day leaves habits unchanged
A single day produces a spike: participants test 2 or 3 things the next day, then daily work takes over again. I've seen it since 2023, including in my own sessions when nothing is planned afterward.
A workshop creates enthusiasm, a program creates change. It needs a follow-up meeting on a fixed date, and someone to ask a question on a Tuesday at 3 p.m.
What a result that lasts looks like
At Horizon Humain, a recruitment consulting firm, I trained the managing director and her communications officer. A client guidebook that used to take 2 to 3 days now comes out in 1 to 2 hours, and the slides for a masterclass went from 3 hours to 30 minutes. Workshop reports now go out on their own from the transcript, in the firm's brand style: the case study and their video testimonial are online.
What waiting costs you
The cost of waiting shows up on 2 lines, which you can check with your own numbers.
1. The time that stays manual
Measure a single recurring task on your team. A 2-day guidebook produced 10 times a year represents 20 days of work. Brought down to 1 to 2 hours, fewer than 3 days remain. Run this calculation before you ask for a quote: it'll help you discuss the price.
2. AI without a framework
Without a shared framework, everyone pastes their client files into the tool of their choice, with their personal account, and nobody checks the retention settings. I detailed the contractual guarantees to demand in my article on GDPR, the AI Act and customer data.
Since February 2, 2025, Article 4 of the European AI regulation, Regulation (EU) 2024/1689, has required organizations that deploy AI systems to take measures to develop their staff's AI literacy. Its revision by Regulation (EU) 2026/1744, in force since July 27, 2026, specifies that the duty covers the measures taken, whatever level of AI literacy each person reaches. National authorities have been enforcing it since August 2, 2026.
The training format is up to you, and internal documentation of the measures taken is enough to keep a record of them.
Judge my teaching before you commit a budget
The kit to get started with Claude: 5 videos, 6 skills to copy, 20 prompts and 20 AI tools reviewed. Free.
Get the free kitThe course videos and emails are in French.
The 7 questions to ask before you sign
With a quote on my desk tomorrow morning, I'd ask these 7 questions, in this order. Each one has its warning sign.
1. Who leads the session and do they work in your field?
Ask for the name of the person leading the session before the name of the provider, then what they produced with AI this week, on their own work. In my case, the 10 AI marketing agents I run every week are described in detail. A trainer who doesn't use the tool delivers a theoretical course.
Warning sign: the trainer's name arrives after the contract is signed.
2. When was the program last updated?
Read the sales page and look for the model versions it cites. In July 2026, a page charging nearly €1,000 a day still cited Claude 3.5 Sonnet, and a major platform was selling a “Claude 4 course”: 2 generations that had been legacy models for several quarters.
A good program is organized by type of use, for example Sonnet for everyday work and Opus for heavy reasoning.
Warning sign: an outdated model number, or a screenshot of an interface that no longer exists.
3. Which files will your teams work on?
Your real files, or the textbook case in the course materials: everything comes down to that. A deliverable produced on your materials, in your brand style, goes into production the next day. Ask: “on day 2, what will my teams work on?” The answer should contain the word “your.”
Warning sign: nobody asked you for your topics.
4. What leaves the room?
A useful course produces objects you can list before the session: a brand context file, a reusable skill, a published page, a dated action plan. In my marketing sessions, each participant leaves with 3 deliverables produced on their own materials and a 30-day plan with dated indicators.
Warning sign: objectives phrased as “raise awareness” or “discover,” verbs nobody can assess.
5. Who prepares the access and the data?
A required subscription discovered that same morning or missing admin rights waste the most time on the day. A serious provider sends the list of prerequisites before the training agreement [the contract French law requires between the provider and the client] and tells you who pays for the subscription: the trainee or their company, in most cases.
Also ask which documents participants can bring, and what stays on the vendor's servers after the session.
Warning sign: “we'll sort that out on the day.”
6. What's planned between the next day and the 3rd month?
Look for a follow-up meeting on a fixed date and a measurement point. On the programs that lasted, the pattern was the same: one dense session, then a short meeting every 3 or 4 weeks for a quarter. The monthly AI clinics did more for adoption than the opening day.
If the provider sells only the day, block an hour a month with the team yourself, on a topic brought by a participant. It costs €0 and it changes the result.
Warning sign: the follow-up points to a 5-figure consulting package.
7. Is the price listed and what does it cover?
A public price lets you compare before the sales call. Check 4 lines: per person or for the group, up to how many participants, travel costs included or not, materials provided or not. Also check any promised CPF eligibility, which depends on the certification being prepared.
Warning sign: no price anywhere, and a mandatory form to get one.
Can an AI marketing course be funded in France?
The rules changed twice in 2026.
The CPF funds a certification
The CPF funds courses that prepare for a certification registered in the RNCP [France's national register of professional certifications] or the Répertoire spécifique [France's register of specific skills certifications], delivered by a training provider [an organization registered with the French State to deliver vocational training] that holds the Qualiopi certification and is listed on the official platform.
A course on Claude or ChatGPT qualifies if it prepares for such a certification. RS6776 [French official certification code], “Création de contenus rédactionnels et visuels par l'usage responsable de l'intelligence artificielle générative” [creating written and visual content through the responsible use of generative AI], is one example: its listing with France Compétences [the French national body that regulates professional certifications], checked on October 28, 2026, cites ChatGPT, Gemini, Firefly and Copilot.
In 2026, the account holder's mandatory contribution is €150 per course, raised by a ministerial order of December 30, 2025 and indexed to inflation. Since February 26, 2026, CPF funding has been capped at €1,500 for certifications in the Répertoire spécifique, except CléA (France's certification of basic professional skills). The 2027 finance bill plans a higher contribution, including for requests approved from October 2, 2026. Source: the official French government page on the CPF, checked on October 28, 2026.
In my case: none of my Claude courses currently prepares for a registered certification, so none can be funded by the CPF.
The OPCO is the shortest route for a team
Your OPCO can fund all or part of a course if the provider holds the Qualiopi certification and the course meets your industry's criteria. Those criteria shift: for opticians, L'Opcommerce (the OPCO for retail) excludes “software training courses” from its Compétences + scheme, according to its criteria in force since September 21, 2026. Allow several weeks between the funding request and the session. The sector-by-sector details, opticians and bakers included, are in funding AI training with an OPCO, sector by sector.
The skills development plan
The skills development plan [the employer's training budget under French law] is the simplest route: the company pays for the session and books it as professional training, as long as the provider is registered with the regional prefecture (the French State's office in each region). The company starts whenever it wants, on its own budget.
Where I stand
My catalog courses are delivered by Jessy Martin Academy, a training provider whose activity declaration [France's mandatory registration for training providers] is registered under number 52441338944 with the Prefect of the Pays de la Loire region. This registration does not constitute approval by the French State.
Jessy Martin Academy has held the Qualiopi certification since October 2026, for training actions. At the scoping stage, I send you the program and the quote so you can file the request with your OPCO.
The RS7344 certification, “Développer son activité avec l'intelligence artificielle” [growing your business with artificial intelligence], is registered in the Répertoire spécifique, and so subject to the €1,500 cap. The AI Lead program (Référent IA) I'm preparing around it isn't open to CPF funding yet.
The Cockpit workshops and the guided installation are consulting services, sold by my consulting company. In regulatory terms, only what goes through the registered provider and a training agreement counts as training.
How much does an AI marketing course cost?
My price list is public and shown on every program page.
| Offer | Format | Price | Sold by |
|---|---|---|---|
| Get started with Claude kit | 1 hour 20 minutes of video, 6 skills, 20 tools | €0 | Free access |
| Cockpit workshop | Under 2 hours, one specific problem | From €120 | Consulting |
| Catalog program, open session | 1 or 2 days, 8 to 10 participants | €450 excl. VAT per day per person | Training provider |
| Catalog program, in-house | 1 or 2 days, up to 12 participants | From €2,100 excl. VAT per day for the group | Training provider |
| Cockpit installation | Audit, configuration, upskilling | From €5,900 excl. VAT, up to 3 people | Consulting |
In-house prices exclude travel costs. Above 12 participants, the session is split in 2.
The kit and the Cockpit workshops are in French. Open sessions run in French, and in-house sessions can run in English.
The break-even point is 5 participants
Below 5 people, the open session costs less: you pay only for the seats you fill. At 5, an in-house package of €2,100 excl. VAT per day comes to €420 excl. VAT per person, and to €175 excl. VAT for 12.
What I look at in a competitor's price
A low price often hides an oversized group: an in-house session at €990 excl. VAT a day for 20 people is a lecture hall. A high price is justified by the preparation, scoping and tested environments included. The useful ratio: the total price divided by the number of usable deliverables that come out of the session.
Which AI marketing course fits your situation?
When someone calls me, I do this sorting, and in 2 cases out of 3, I point them to something other than my most expensive offer.
You're a freelancer or a team of one
Start with the Get started with Claude kit, in French, then do a real project with the tool, your monthly reporting for example.
If you get stuck on a specific point, a single workshop solves it in under 2 hours. To move forward with a method and a group, the next Full stack marketer session brings together marketers who work on their own, in a virtual classroom.
Move forward with a method and a group
The next Full stack marketer session: 21 hours to build and run your agents on your own marketing production, with Claude Code.
Discover the sessionThe sessions are held in French.
You have a marketing team to bring on board
My Claude for marketing program takes 2 days, with 3 deliverables produced on your materials.
If your need goes beyond upskilling, the AI Marketing Cockpit installs a shared system: the brand encoded once and for all, the tools connected, the team's skills and a usage policy. In both cases, plan the follow-up before you sign.
You need a recognized certification
If you're aiming for a registered title and funding you can draw on, look for a certification registered in the RNCP or the Répertoire spécifique, backed by a Qualiopi-certified provider. RS7344 covers a broader scope than marketing, and I'll tell you during your call where my program stands. For everything else, the 13 programs are online with their length and price.
What you can check in 10 minutes
Programs look alike, because the subject is the same everywhere. Choose on the person leading the session and on what's planned 3 months later: the rest can be checked in 10 minutes on the sales page.
And on your last AI course, what was still running 3 months later?
