Building Generative AI Capabilities
University of Virginia Darden School Foundation
Gain holistic insights into AI in marketing, develop AI strategies using the AI Marketing Canvas, and understand ethical and strategic considerations for sustainable success.
About this Course
The Building a Generative AI Capabilities course provides you with the holistic insights of AI in marketing and the impact of the internal and external strategic considerations of AI to support and sustain marketing strategies. You will learn how to successfully develop an AI strategy and roadmap for your organization using the AI Marketing Canvas and understand how the AI Marketing Canvas supports AI from a non-traditional data-based approach as a competitive advantage. You will also learn how key ethical considerations affects AI in marketing. This course is ideal for marketing professionals looking to stay ahead of the competition and develop or refine their AI strategy and roadmap for their marketing organization
What You'll Learn
- Learn strategic considerations of change management and ethics in Generative AI
- Create customer journey maps
- Develop AI strategies and roadmaps using the AI Marketing Canvas
- Understand non-traditional data-based AI adoption through AI Marketing Canvas
Prerequisites
- Prior knowledge of AI and Marketing is recommended, but not required
Instructors
Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration