AI-Powered Marketing Systems and Personalization

This unit explores advanced AI applications in marketing, focusing on personalization, channel optimization, data preparation, and the ethical and legal implications of AI-driven content. Students will learn to operationalize AI across advertising, email/SMS, SEO, and sales channels, detect and mitigate bias, and prepare organizational and technical frameworks for scalable AI marketing solutions.

Learning Objectives

• Analyze customer datasets, segmentation outputs, lead-scoring and LTV models using manual and automated techniques to validate segments and identify sources of bias or error.
• Apply generative and predictive AI tools—including prompt engineering, reinforcement learning, and time-series/machine-learning models—to optimize channel tactics (email, SMS, Amazon, TikTok, SEO) and dynamic pricing decisions.
• Demonstrate the creation and refinement of AI-assisted creative and campaign assets while implementing practices to protect intellectual property, ensure compliance, and preserve necessary human oversight.
• Evaluate organizational, operational, and technical requirements for integrating AI into marketing (data preparation, enterprise integration, governance, and team structures) and develop an actionable roadmap for adoption.