Digital Marketing in the Age of AI

Artificial intelligence (AI) is increasingly dominating various business functions, with marketing being no exception. From crafting advertisements to developing websites, AI impacts every aspect of creative work. Notably, AI now plays a role in strategic decisions, spanning from campaign inception to product management. In this course, we explore the current role of AI in content-driven digital marketing with a view towards creating marketing strategies that include the most effective uses of AI. Going channel by channel, we learn about tools for refining content, designing visuals, and automating our marketing, all while staying sane. We learn about the impact and current use of AI across a range of marketing channels, such as search engine optimization (SEO), social media, and content marketing. Through case studies of leading companies such as Coca-Cola and Mercedes, we learn how brands are using AI in forecasting and analytics, as well as for voice of the customer data. We then explore applications of AI to content design. AI ethics are a focal point as we explore algorithmic sources of bias in content, ad targeting, and job displacement and creation.