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AI's Existing Impact

AI's Existing Impact

This course is part of AI for Marketing Specialization

Instructor: David Schweidel

1,926 already enrolled

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5 modules

Gain insight into a topic and learn the fundamentals.

11 reviews

Intermediate level

Some related experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

11 reviews

Intermediate level

Some related experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 assignments

Taught in English

91% of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the AI for Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Artificial Intelligence (AI) is transforming industries by enhancing personalization and customer experience. This course, "AI's Existing Impact," delves into the benefits of personalization for brands, helping you distinguish between personalization and customization. You will learn to identify opportunities to leverage AI to support personalization efforts and understand different approaches used in implementing personalization algorithms.

The course also covers content moderation challenges and helps you assess the tradeoffs between the benefits and risks of personalization algorithms in various contexts. You'll explore different approaches to building recommendation systems and learn how organizations can monetize these systems' results. Additionally, you'll uncover the shortcomings of recommendation systems, including their predictive limitations and societal effects. Explore how chatbots are built and how marketing organizations can utilize them to improve customer experiences. You'll assess the opportunities and challenges of implementing chatbots in marketing and understand factors affecting consumer acceptance of AI.

Module details

This module discusses the benefits of personalization and the nature of commonly used recommendation systems.

What's included

2 videos5 readings1 assignment1 discussion prompt

2 videosTotal 34 minutes

Content Personalization- Part 119 minutes
Content Personalization- Part 214 minutes

5 readingsTotal 75 minutes

The Future of Customized Advertising10 minutes
Personalization vs. AI Content: Finding the Balance15 minutes
How Retailers Can Use AI as a Personalization Tool10 minutes
Google's Virtual Try-On10 minutes
Fashioning the Perfect Fit With AI: Stitch Fix’s Jeff Cooper30 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 10 minutes

Benefits of Personalization10 minutes

In this module, you will learn about the ways in which content can be personalized to different individuals. We will also discuss the challenges associated with content moderation.

What's included

2 videos6 readings1 assignment1 discussion prompt

2 videosTotal 21 minutes

Personalization Algorithms14 minutes
Content Moderation7 minutes

6 readingsTotal 80 minutes

How TikTok's Algorithm Figures You Out13 minutes
How Spotify's AI-Driven Recommendations Work7 minutes
Public Attitudes Towards Algorithmic Personalization and Use of Personal Data20 minutes
The Underworld of Online Content Moderation15 minutes
Content Moderation is Terrible by Design10 minutes
Analysis: Facebook's Content Moderation Rules Are a Mess15 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 20 minutes

How Would You Do It?20 minutes

Having discussed the rationale behind product recommendations, this module focuses on the business applications of the technology.

What's included

2 videos4 readings1 assignment1 discussion prompt

2 videosTotal 26 minutes

Monetizing Recommendations- Part 111 minutes
Monetizing Recommendations- Part 216 minutes

4 readingsTotal 60 minutes

Scaling the Instagram Explore recommendations System15 minutes
Personalized Marketing at Scale: Uber's Out-of-App Recommendation System15 minutes
Why Algorithm-Generated Recommendations Fall Short15 minutes
Up Next: A Better Recommendation System15 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

1 discussion promptTotal 30 minutes

Social Media: What Do You Think?30 minutes

Chatbots are becoming increasingly common tools in marketing. This module will review the applications of chatbots and the different ways in which they can be built.

What's included

2 videos4 readings1 assignment2 discussion prompts

2 videosTotal 30 minutes

Chatbot Applications18 minutes
Building Chatbots12 minutes

4 readingsTotal 67 minutes

Interview: AI Chatbots Are Now the Backbone of Cutting-Edge Marketing Strategies35 minutes
Are Chatbots the New Face of Financial Customer Service?10 minutes
Ads are Coming to Chatbots10 minutes
IBM: The conversational chatbox design challenge12 minutes

1 assignmentTotal 30 minutes

Concept Review30 minutes

2 discussion promptsTotal 30 minutes

Chatbot Preferences15 minutes
AI Voice Assistants15 minutes

While AI technology is advancing, the ability to use these tools for marketing may be limited by consumers' willingness to accept the use of AI. This module explores the factors that relate to consumers' trust in AI, as well as the factors that can increase trust.