AI in Marketing

This course provides a practical, business-focused introduction to applying artificial intelligence in marketing, covering core concepts, tactics and tools that marketers need to plan, execute and measure AI-driven campaigns. You will learn the fundamentals of machine learning and natural language processing as they relate to customer data, segmentation, personalization, predictive analytics and attribution, plus hands-on methods for automating content generation, optimizing ad spend and improving customer lifetime value. The curriculum balances strategy and practice: sessions include case studies of real campaigns, demonstrations of popular platforms and APIs, guided exercises on building simple models and workflows (no advanced math required), and checklists for evaluating vendor claims and implementation readiness. The course also addresses critical non-technical topics such as data governance, privacy compliance, bias mitigation and ethical considerations so you can deploy AI responsibly. It is designed for marketing managers, digital strategists, product owners, data analysts and small business leaders who want to incorporate AI into their marketing mix; prior experience with basic marketing concepts and familiarity with spreadsheets is helpful but not mandatory. By the end of the course you will be able to identify high-impact AI opportunities in your organization, design a pilot use case, select appropriate tools and vendors, interpret model outputs for decision making, and outline an implementation plan that balances performance, cost and ethical risk.