AI for Marketing

1. Define the key concepts of artificial intelligence (AI), including generative AI, machine learning, and predictive analytics, as they relate to marketing and communications.
2. Identify the primary AI tools used in marketing and communications, such as content generation platforms, social listening tools, image creation and personalization systems.
3. Explore both the positive and negative impacts of AI on marketing efficiency, customer personalization, and data-driven decision-making.
4. Describe the ethical concerns associated with AI in marketing, including data privacy, intellectual property issues, and potential biases.

Is AI the friend or foe of communications professionals? Join me for an interactive course on how marketing and communications professionals can leverage AI while making sure to avoid its dark side. AI has quickly become a favorite go-to tool for marketers and communicators to create everything from content, images and analyze data to better understand customer wants and needs. This course will explore how AI technology is impacting the marketing landscape and will identify which tools marketers are incorporating in their day-to-day work and how the technology is changing their deliverables. It will also discuss the positive impacts of AI and potential pitfalls marketers need to be aware of including protection of intellectual property, customer privacy and impact on future marketing jobs and skills that may emerge or disappear.

This course will include analysis and case presentations of current examples of the use of AI in marketing and communication by various organizations. Students will also require students to engage with a number of different GenerativeAI tools to assess benefits and limitations in common areas for marketers including content creation, data analysis, image creation and personalization strategies.