In this course, you will learn about AI-powered applications that can enhance the customer journey and extend the customer lifecycle. You will learn how this AI-powered data can enable you to analyze consumer habits and maximize their potential to target your marketing to the right people. You will also learn about fraud, credit risks, and how AI applications can also help you combat the ever-challenging landscape of protecting consumer data. You will also learn methods to utilize supervised and unsupervised machine learning to enhance your fraud detection methods. You will also hear from leading industry experts in the world of data analytics, marketing, and fraud prevention. By the end of this course, you will have a substantial understanding of the role AI and Machine Learning play when it comes to consumer habits, and how we are able to interact and analyze information to increase deep learning potential for your business.
Give your career the gift of Coursera Plus with $160 off, billed annually. Save today.
AI Applications in Marketing and Finance
This course is part of AI For Business Specialization
Instructors: Michael R Roberts
20,393 already enrolled
Included with 
(324 reviews)
Details to know
Add to your LinkedIn profile
4 assignments
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 4 modules in this course
In this module, you will delve into the impact of AI in marketing, and how it affects how your customers interact with your organization and its offerings. You will learn about how AI is disrupting retail and transforming the way that we conduct business in the digital age. You will next discover the risks and challenges that you might encounter when trying to implement AI, such as privacy issues, and how to make the journey from interest to purchase a much shorter one. By the end of this module, you will have a firm understanding of how AI influences and also impact customer behavior, and how you can take advantage of the myriad of ways AI can be applied to support your business and align with your customers.
What's included
8 videos1 reading1 assignment
In this module, you will discover different ways that AI can be applied to enhance the consumer experience. You will take a deep dive into the realm of personalization algorithms, and how they are utilized in companies such as Pandora, Netflix, and Amazon. Next, you will learn about the challenges that you can face when trying to implement these algorithms or recommendation systems. You will also hear from Barkha Saxena, Chief Data Office for Poshmark, and how she takes data provided by their over 80 million users to create a curated experience, but still allow their customers to discover new products and engage with buyers. By the end of this module, you would have gained valuable insight into how AI can enable personalization and in turn drive customer engagement and retention.
What's included
4 videos1 reading1 assignment
In this module, you will learn how to mitigate fraud using AI systems. By examining various machine learning methods, you will discover different ways to analyze risk assessment using KPIs and the scientific method. You will then learn about corporate credit and the relationship between money borrowed, the price and availability of credit, as well corporate credit ratings and why and how that rating translates to risk. Lastly, you will learn about using models versus real-world data, and how you can use AI to conduct error analysis to prevent costly miscalculations. By the end of this module, you will have a firm knowledge of different risk assessment methods, how data can be used to analyze and predict credit ratings, as well as the benefits and limitations of different applications used in the industry.
What's included
13 videos1 reading1 assignment
In this module, you will hear from executives Carleigh Jaques, In this module, you will hear from executives Carleigh Jaques, SVP of CyberSource at Visa, and Apoorv Saxena, formerly the head of Google’s AI Verticals Team and was until recently the Global Head of AI at JPMorgan Chase. These interviews will allow you to get valuable insight into how major global brands utilize AI to create a secure shopping environment for their customers and clients, and how AI is instrumental in the data-driven world of finance. By the end of this module, you will have heard from top industry experts in their field and gained firsthand accounts of risk management and assessment and how AI is playing a more integral role in combating digital fraud.
What's included
4 videos1 assignment
Instructors
Offered by
Recommended if you're interested in Finance
Coursera Project Network
Fundação Instituto de Administração
Why people choose Coursera for their career
Learner reviews
Showing 3 of 324
324 reviews
- 5 stars
75.07%
- 4 stars
16.61%
- 3 stars
5.23%
- 2 stars
2.15%
- 1 star
0.92%
New to Finance? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.