AI in Marketing

Introduction

In a digital age, artificial intelligence (AI) offers marketers unique opportunities to understand and engage customers 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 marketing work.

Course content

• Basic concepts: what AI is and how machine learning works. Provide an overview of common AI tools used in marketing.
• Customer insights and segmentation: how marketers can use AI to analyze customer data and identify patterns based on behavior, preferences and demographics.
• Automated customer communication: how AI can be used to personalize the customer journey and handle customer questions, support and sales in real time, as well as how they are integrated into a customer strategy. 
• AI in content production: how AI can be used to generate content and optimize advertising to the right audiences at the right time, improving the effectiveness of marketing efforts.
• AI in analytics and decision support: how AI tools can analyze the results of marketing campaigns in real time, giving marketers insight into what works and what doesn't.
• Ethics and privacy: how businesses need to balance personalization with privacy requirements and GDPR when using AI to collect and analyze data.