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Generative and Agentic AI

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Saïd Business School, University of Oxford

Generative and Agentic AI

This course is part of AI Foundations for Business Professionals Specialization

Instructor: Matthias Holweg

13,763 already enrolled

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

103 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

95%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

103 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

95%

Most learners liked this course

What you'll learn

Use prompts, fine-tuning, and retrieval methods to guide generative AI systems.
Assess the capabilities and risks of emerging agentic AI tools.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

3 assignments¹

AI Graded see disclaimer

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 Foundations for Business Professionals 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

Generative and agentic AI systems are pushing the boundaries of what artificial intelligence can create, automate, and initiate. This course explores the cutting-edge capabilities behind tools like ChatGPT and autonomous agents; unpacking not just how they work, but how they’re transforming workflows, communication, and decision-making across industries.

You’ll dive into the mechanics of large language models (LLMs), the design of effective prompts, and the power of retrieval-augmented generation (RAG) to ground outputs in real data. As AI systems become more proactive and goal-directed, you’ll examine what agentic AI means for autonomy, alignment, and organisational control. Alongside technical insights, this course guides you in understanding the strategic and operational challenges of deploying these systems responsibly. With simulations, practical demonstrations, and expert-led content, you’ll gain the tools to evaluate generative and agentic AI systems with clarity and confidence. Whether you’re exploring content automation, AI agents for business tasks, or governance strategies, this course helps you navigate both the potential and the pitfalls of this fast-evolving field. This is the second course in the AI Foundations for Business Professionals specialisation. We recommend completing AI Essentials first to build a strong conceptual foundation before applying these advanced AI systems in your organisation.

Module details

Generative and agentic AI are unlocking new forms of creativity, reasoning, and automation; reshaping how organisations generate value. In this course, you’ll explore how systems like large language models and autonomous agents work, what makes them powerful, and how to deploy them effectively. You’ll also examine their risks, including hallucinations and loss of control, and learn what it takes to harness these technologies responsibly and with impact.

What's included

3 readings

Generative AI is redefining what machines can create, from lifelike images and music to entire business reports and software code. In this module, you’ll explore how these systems work, what sets them apart from traditional AI, and why understanding their capabilities is essential for responsible innovation.

What's included

4 videos7 readings1 assignment1 plugin

4 videosTotal 9 minutes

Traditional AI vs. Generative AI4 minutes
Transformers2 minutes
GANs1 minute
Diffusion Models1 minute

7 readingsTotal 120 minutes

Summary of Traditional AI vs Generative AI15 minutes
Transformers, GANs, and Diffusion Models10 minutes
Experiment with Transformers20 minutes
Experiment with GANs20 minutes
Experiment with Diffusion Models20 minutes
What Did You Learn? 15 minutes
Review and Reflect20 minutes

1 assignmentTotal 30 minutes

Test Your Knowledge30 minutes

1 pluginTotal 5 minutes

Your Use of Generative AI5 minutes

Generative AI systems are powerful—but only when used with skill and care. In this module, you’ll learn how to work effectively with large language models (LLMs) through techniques like prompt engineering, model evaluation, and retrieval-augmented generation (RAG), enabling you to guide outputs and integrate generative tools into real business workflows.

What's included

1 video6 readings1 assignment5 plugins

1 videoTotal 3 minutes

Customising LLMs 3 minutes

6 readingsTotal 155 minutes

Key Terminology30 minutes
Tokens, Latency, and Cost Structures30 minutes
What Makes a Prompt Effective?20 minutes
Practice Prompt Engineering30 minutes
What Did You Learn?20 minutes
Review and Reflect25 minutes

1 assignmentTotal 30 minutes

Test Your Knowledge30 minutes

5 pluginsTotal 85 minutes

Closed vs Open: You Decide15 minutes
Generative AI Across Industries 15 minutes
Limitations of LLMs15 minutes
Simulating a RAG Workflow25 minutes
Fine-tuning an LLM15 minutes

AI agents represent a major step beyond traditional tools. They don’t just respond to prompts, they pursue goals. In this module, you’ll explore how autonomous systems make decisions, take actions, and collaborate across tasks, raising new opportunities and questions for business and society.

What's included

2 videos3 readings1 assignment1 discussion prompt2 plugins

2 videosTotal 16 minutes

What is Different about Agentic AI? 4 minutes
Building an AI Agent (step-by-step)12 minutes

3 readingsTotal 90 minutes

Generative and Agentic AI: Three Key Interaction Modes20 minutes
Experiment50 minutes
Reflect20 minutes

1 assignmentTotal 30 minutes

Test Your Knowledge30 minutes

1 discussion promptTotal 10 minutes

Share your AI agent10 minutes

2 pluginsTotal 30 minutes

Agentic AI vs. Non-Agentic AI15 minutes
The Potential of Agentic AI15 minutes

This final module consolidates your learning from across the course and invites you to reflect on how generative and agentic AI systems are reshaping the future of work, decision-making, and autonomy. You’ll revisit the core techniques, risks, and opportunities explored throughout the course, then apply your knowledge through a capstone task that challenges you to evaluate and design a responsible AI solution for a real-world business scenario.

What's included

4 readings1 peer review

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Instructor

Instructor ratings

(31 ratings)

Matthias Holweg

Saïd Business School, University of Oxford

3 Courses32,093 learners

Offered by

Saïd Business School, University of Oxford

Learner reviews

5 stars
83.80%
4 stars
13.33%
3 stars
1.90%
2 stars
0%
1 star
0.95%

Showing 3 of 103

Reviewed on Jan 17, 2026

In one or two of the practical parts the instructions are not clear. Some parts therefore i just could not do

Reviewed on Jan 11, 2026

Very good course to learn fundamental building blocks. I especially liked the AI coaching feature and used it before doing the evaluation tests to prepare.

Reviewed on Nov 8, 2025

Integrates case studies and hands on projects well for a well rounded course of instruction.

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