Generative AI in Marketing

Overview

Discover the transformative potential of Generative AI in the marketing landscape. This course offers an introduction to generative AI and explores its unique capabilities in the context of marketing. Learn to create compelling visual content and enhance customer engagement through advanced AI tools. Dive into the intricacies of training generative AI models and understand the pivotal role of human input in optimizing AI-driven strategies. Learners will explore the limitations of generative AI tools, such as chatbots, and master the art of prompting and iterating with these systems. The course also covers the practical application of generative AI in customer acquisition and engagement, providing insights into evaluating its effectiveness. This course also covers discussion of the legal debates surrounding generative AI, the concept of fair use, and potential brand concerns. By the end of this course, you will be equipped with the knowledge and skills to harness generative AI responsibly and effectively for marketing success.

Syllabus

Generative AI in Marketing

This module will introduce learners to generative AI. You will learn to use generative AI tools and apply them to common marketing tasks.

Demo: Generative AI in Action

In this module, we will look at two popular forms of generative AI. We will first examine chatbots that are powered by large language models (LLMs). We will then look at image generative models. This model provides instruction into how to use these tools, as well as examples so that you can begin experimenting with generative AI on your own.

Brands and Generative AI

There is tremendous potential for generative AI to affect the way that marketing is done. But, is it worth it? In this module, we examine some of the issues that may give marketers pause about turning to generative AI.

Using Generative AI throughout the Purchase Funnel

Building on the previous modules, this module examine how generative AI can be used by marketers for the purpose of attracting and engaging customers. Examples are provided for different digital marketing tactics to demonstrate both the improved efficacy of creating content using generative AI, as well as the reduced costs.