AI's Existing Impact

Overview

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Artificial Intelligence (AI) is transforming industries by enhancing personalization and customer experience. This course, "AI's Existing Impact," delves into the benefits of personalization for brands, helping you distinguish between personalization and customization. You will learn to identify opportunities to leverage AI to support personalization efforts and understand different approaches used in implementing personalization algorithms. The course also covers content moderation challenges and helps you assess the tradeoffs between the benefits and risks of personalization algorithms in various contexts. You'll explore different approaches to building recommendation systems and learn how organizations can monetize these systems' results. Additionally, you'll uncover the shortcomings of recommendation systems, including their predictive limitations and societal effects. Explore how chatbots are built and how marketing organizations can utilize them to improve customer experiences. You'll assess the opportunities and challenges of implementing chatbots in marketing and understand factors affecting consumer acceptance of AI.

Syllabus

Recommendation Systems

This module discusses the benefits of personalization and the nature of commonly used recommendation systems.

Personalization Algorithms

In this module, you will learn about the ways in which content can be personalized to different individuals. We will also discuss the challenges associated with content moderation.

Monetizing Product Recommendations

Having discussed the rationale behind product recommendations, this module focuses on the business applications of the technology.

Chatbots

Chatbots are becoming increasingly common tools in marketing. This module will review the applications of chatbots and the different ways in which they can be built.

AI and Consumer Psychology

While AI technology is advancing, the ability to use these tools for marketing may be limited by consumers' willingness to accept the use of AI. This module explores the factors that relate to consumers' trust in AI, as well as the factors that can increase trust.