Generative AI for Marketing Leaders

Discover how generative AI, designed for marketing leaders, uses next-word prediction, scale, and data to power general purpose capabilities, from writing ads and blogs to translating and coding.

Discover the strengths and shortcomings of generative AI, including speed, multilingual fluency, broad knowledge, and marketing uses, alongside limits in memory, logic, hallucinations, and reliability.

Celebrate reaching this milestone in the course and join the top 50% of learners who stay motivated to complete it, with resources, Q&A, an AI assistant, and a certificate.

Explore how AI learns by spotting patterns, fitting linear regression through supervised learning, and using gradient descent to minimize loss, shaping generative AI applications.

Follow the same predict, measure loss, and optimize loop as it scales from linear regression to neural networks and CNNs, enabling spam detection, image analysis, and recommendations.

Learn how tokens turn language into numerical input through tokenization, and how embeddings position token IDs in a mathematical space to enable next-token prediction in language models.

Explore how transformers use self-attention to process tokens and embeddings across entire text, addressing the limits of sequential models like RNNs and focusing on important relationships.

Learn how language models predict the next token using attention, context windows, and sampling with temperature to balance coherence and creativity in marketing tasks.

Learn how large language models evolve from a general base via pre-training to task-specific fine tuning, shaping brand voice and accuracy for marketing applications.

Discover why pre-training is rare and costly, and how open source models and APIs let you leverage prompting and fine-tuning to tailor intelligence to your business.

Discover how generative ai becomes a strategic marketing tool, accelerating content creation, personalization, and real-time optimization. Explore multimodal models that combine text and video to boost creativity with governance.

Leverage generative AI to rapidly create engaging ad copy and headlines, boost SEO performance, and scale marketing while keeping humans in the loop to maintain brand voice.

Empower email marketing with generative AI to personalize content at scale by analyzing purchase history, browsing patterns, demographics, and preferences, as Victoria's Secret demonstrates with Da Vinci from Movable Ink.

Generative ai optimizes digital ads and seo by automating targeting, creating ad variations, and guiding keyword strategy, boosting conversions and organic traffic while preserving human creativity.

Explore how AI-powered chatbots provide instant, 24/7 support, personalize interactions, and boost sales with real-world examples like Erica, Julie, and Cdiscount.

AI personalization enables true 1-to-1 experiences by analyzing click, buy, and browse data to tailor content in real time, as shown by Ticketek's centralized data and cross-channel real-time recommendations.

Leverage real-time AI sentiment analysis to monitor social media, identify positive and negative feedback, and quickly adapt messaging, products, and campaigns to protect and strengthen your brand.

Discover how ai predicts churn, personalizes loyalty programs, and drives long term engagement by delivering tailored offers and experiences, as shown with Starbucks Deep Brew and other real world examples.

Discover ai fundamentals, from learning and prediction to tokens and context windows, including pre-training versus fine tuning, and learn marketing applications and implementation paths with ChatGPT APIs or cloud platforms.

weigh whether to build in-house ai with internal data science teams or use outsourced tools for quick wins, balancing data control, customization, flexibility, speed, and budget.

Leverage API-based AI services from OpenAI, Google Gemini, and Anthropic's Cloud to quickly build smart chatbots, generate marketing copies, and summarize documents with minimal setup.

Leverage cloud ai platforms to train and deploy ai models in a scalable, secure cloud workspace. Use data-driven, customized ai solutions with pay-as-you-go, scalable capacity.

Evaluate internal ai teams, external agencies, or hybrids, and answer four readiness questions to decide when to move in-house.

Assess your AI decision-making readiness with tools like Google's Gen AI navigator and Microsoft's AI Readiness Wizard to map a data-driven path—API, cloud, or in-house—based on maturity.

Identify AI opportunities in marketing operations and evaluate them by assessing business value, team readiness, compliance, and defining clear objectives and success metrics.

Apply generative AI across content and creative, customer engagement, data intelligence, and campaign optimization to boost marketing outcomes, using tools like ChatGPT, Jasper, and Midjourney.

Evaluate AI opportunities by balancing cost and value to determine ROI and strategic impact, including cost layers, integration, and monitoring, and use a scorecard to prioritize payback.

Assess workforce readiness for generative AI by evaluating fluency, data literacy, workflow integration, ethics, and change agility, guided by Deloitte and PwC frameworks and a capability scorecard.

Define clear AI objectives using the smart framework with specific, measurable, achievable, relevant, and time-bound goals, establish a baseline, track metrics, and iterate with experiments to prove impact.

Explore guardrails for compliant, principled generative AI in marketing, focusing on data privacy, first party data, GDPR, consent, anonymization, and fairness to build trust.

Review how generative ai works and applies to marketing, and preview future trends like multimodal marketing, ai copilots, hyper personalization, and responsible leadership that guides data-driven customer experiences.

Celebrate completing Generative AI for Marketing Leaders course and reaching the final milestone, join the top 5 percent of learners, and download your certificate after all lectures are marked complete.