Generative AI in Marketing

Generative AI in Marketing

This course is part of AI for Marketing Specialization

Instructor: David Schweidel

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Assessments

2 assignments

Taught in English

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There are 4 modules in this course

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.

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

What's included

2 videos3 readings1 assignment1 discussion prompt

2 videosTotal 24 minutes

Generative AI in Marketing- Part 111 minutesPreview module
Generative AI in Marketing- Part 213 minutes

3 readingsTotal 60 minutes

What Is Generative AI?20 minutes
What every CEO should know about generative AI20 minutes
The Economic potential of generative AI: The next productivity frontier20 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 20 minutes

Generative AI Opportunities and Concerns20 minutes

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.

What's included

5 videos3 readings1 peer review1 discussion prompt

5 videosTotal 56 minutes

ChatGPT- Part 110 minutesPreview module
ChatGPT- Part 29 minutes
ChatGPT- Part 315 minutes
Image Generation8 minutes
Dream Studio12 minutes

3 readingsTotal 80 minutes

Doing Stuff with AI20 minutes
Generative AI Tips from Harvard University30 minutes
Expert Views on Top Generative AI Questions for The Enterprise30 minutes

1 peer reviewTotal 60 minutes

Working with Chatbots60 minutes

1 discussion promptTotal 30 minutes

Share Your Creations!30 minutes

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.

What's included

1 video6 readings1 peer review2 discussion prompts

1 videoTotal 12 minutes

Brands and Generative AI: Legal Considerations12 minutesPreview module

6 readingsTotal 240 minutes

Generative AI: Reshaping the Marketing Landscape120 minutes
Generative AI has an Intellectual Property Problem20 minutes
This artist is dominating AI-generated art. And he's not happy about it20 minutes
Scarlett Johansson's AI Legal Threat Sets Stage for Actors' Battle with Tech Giants20 minutes
New York Times Sues OpenAI and Microsoft over AI Use of Copyrighted Work20 minutes
What's at Stake in the NY Times Lawsuit?40 minutes

1 peer reviewTotal 60 minutes

Propose a solution60 minutes

2 discussion promptsTotal 40 minutes

What would you do?20 minutes
Do You Think Consumers Will Care?20 minutes

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.