Students will acquire an overview of the practical use of generative artificial intelligence (AI) in digital marketing and learn the constraints around its governance and usage. After establishing the broad framework for AI Marketing (AIM), students will explore five key facets of its use in more detail, focusing on the areas of Company, Category, Competition, Customer, and Channel. The course is hands-on, and final projects will include an organized portfolio encompassing creatives in all five areas. In addition, students will develop an understanding of the importance of Digital Asset Management (DAM) and how to “build a DAM” with a brand’s creative assets and data. As part of the DAM process, the class will create Foundation Folders and Foundation Documents for their work with large language models (LLMs).
- Teacher: Ann Mills