FMJ Facilities Management magazine providing industry-specific intelligence to FM and property professionals
Specialist AI training and consultancy provider for essential industries, CBAi, has launched the AI Marketing Roadmap, which it says is the first practical AI course designed specifically for professionals in the cleaning, facilities management, and environmental services sectors.
The 10-module on-demand course addresses a growing frustration among B2B marketers: generic AI training. Too often, it fails to account for the realities of working in technical, compliance-driven industries where tender deadlines, regulatory requirements, and relationship-based sales cycles demand sector-specific approaches.
Ceris Burns, Founder of CBAi and a Fellow of the Chartered Institute of Marketing with nearly 20 years’ experience in essential industries, said: “Most AI courses are built for software companies and e-commerce brands. That’s useless when you’re trying to accelerate a tender response for an FM contract, create technical content for cleaning equipment, or build a content strategy that actually understands compliance requirements.
“The AI Marketing Roadmap is built on real workflows I’ve developed and tested with cleaning, FM, and environmental businesses. Every use case, every prompt and every template is tailored to the work our essential industries actually do.”
The course covers the full marketing toolkit – from AI foundations and prompt mastery through to tender acceleration, content strategy, LinkedIn optimisation, and Generative engine optimization (GEO) for AI discovery. A dedicated module on tender and proposal acceleration addresses one of the biggest time drains in B2B marketing, with techniques to cut response times by 50-70 per cent.
Participants also receive ongoing support through monthly live Q&A sessions, ensuring they stay current as AI tools evolve and can troubleshoot challenges in real time.
The launch comes as research continues to highlight the AI skills gap in UK businesses. A 2025 report from ANS and techUK identified lack of expertise as the number one barrier to AI adoption. Meanwhile, RAND Corporation research found that more than 80 per cent of AI projects fail to reach production – often because organisations rush into tools without proper training or foundations.
Burns added: “The barrier to AI adoption in our sectors isn’t the technology – tools like ChatGPT and Copilot are accessible and affordable. The barrier is knowledge. Marketing teams need practical, industry-relevant training that shows them exactly how to apply AI to their actual work, not generic theory.”
CBAi will be exhibiting on stand D25 at the Manchester Cleaning Show (18-19 February), with Burns appearing on the AI panel at the show on 18 February at 11.30 am.
The AI Marketing Roadmap is available now, with a special Manchester Cleaning Show introductory rate, to find out more click here.
MRI Software is inviting facilities managers to share their opinions by taking part in its latest survey to uncover industry trends, priorities for the next 12 months, and the role of AI and IoT in shaping the future of FM.
The survey explores Agentic AI for autonomous operations, IoT-driven predictive maintenance, and sustainability as a core FM priority. These innovations are shaping smarter, more resilient workplaces, your input will help define how the industry embraces them.
By participating, you will receive a copy of the survey report outlining insights and best practices from your peers and innovation across the industry.
It only takes a few minutes to share your views. Complete the survey and enter MRI’s prize draw to win a £150 Amazon voucher!
Take the survey here.
