AI in Marketing

Introduction

In a digital age, artificial intelligence (AI) offers marketers unique opportunities to understand and engage customers and other stakeholders in new and more effective ways. By using AI, marketers can create customized customer experiences, strengthen the basis for decisions in campaigns and analysis, as well as automate and streamline processes that previously required a lot of manual work. The course aims to provide practical insight into how AI can be used as a strategic tool to increase the effect and value of communication and marketing work.

Course content

• Basic understanding of artificial intelligence: what AI is, and how the technology can be used to support different tasks and business processes.

• AI in analysis and decision support: how AI can be used to analyze data and provide a basis for strategy development, campaign optimization, and business decisions.

• Insight, segmentation, and personalization: how AI can be used to analyze customer and stakeholder data to identify patterns, needs, and differences between target groups, and to adapt marketing and communication based on these insights.

• Automated communication and user experiences: how AI can be used to personalize communication, handle inquiries, and adapt customer and stakeholder experiences, as well as how such solutions can be integrated into strategy and the customer journey.

• AI in creativity and content production: how AI can be used to develop ideas, generate and adapt content and advertising for different target groups, and support the selection and adaptation of communication across channels.

• Ethics and responsible use: how organizations must balance personalization and efficiency with considerations related to privacy, transparency, and responsible use of AI.

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.