This unit describes the skills and knowledge required to plan, create and optimise marketing content using artificial intelligence (AI) tools and applications. It involves analysing marketing requirements, identifying content opportunities and technologies, and using AI tools to generate, refine and evaluate digital content across multiple marketing channels including social media, email, blogs and websites. It applies to individuals working in social media, marketing and digital communications roles who are responsible for planning and producing content aligned with organisational goals. These individuals use AI to improve creative quality, workflow efficiency and campaign performance. No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.