Operationalizing AI for Marketing

This unit teaches how to implement and scale AI across core marketing functions, covering tools and channels (ads, email/SMS, SEO, TikTok, VR), generative personalization, and sales optimization. Learners will prepare data and models, refine prompts and creative workflows, and address ethical, legal, and organizational considerations to move from experimentation to operational use.

Learning Objectives

• Analyze AI-powered marketing channels and tools (e.g., Amazon Ads, TikTok, email/SMS, SEO, VR) and recommend strategic approaches for integrating them into enterprise marketing operations
• Apply data-preparation and modeling techniques (segmentation refinement, lead scoring, LTV, sequences/time-series, and reinforcement learning inputs) to create actionable inputs for AI-driven personalization, pricing, and sales optimization
• Demonstrate iterative generative AI workflows, including prompt refinement, ideation tool selection, and human-in-the-loop validation to produce personalized creative at scale
• Evaluate ethical, legal, and governance risks (bias in data/results, IP and copyright concerns, filtering, and over-reliance on AI) and propose mitigation strategies and organizational policies for responsible AI adoption