Generative AI in Marketing

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Generative AI in Marketing

This course is part of AI for Marketing Specialization

Instructor: David Schweidel

3,313 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

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

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This course is part of the AI for Marketing Specialization

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There are 4 modules in this course

Discover the transformative potential of Generative AI in the marketing landscape. This course offers an introduction to generative AI and explores its unique capabilities in the context of marketing. Learn to create compelling visual content and enhance customer engagement through advanced AI tools. Dive into the intricacies of training generative AI models and understand the pivotal role of human input in optimizing AI-driven strategies.

Learners will explore the limitations of generative AI tools, such as chatbots, and master the art of prompting and iterating with these systems. The course also covers the practical application of generative AI in customer acquisition and engagement, providing insights into evaluating its effectiveness. This course also covers discussion of the legal debates surrounding generative AI, the concept of fair use, and potential brand concerns. By the end of this course, you will be equipped with the knowledge and skills to harness generative AI responsibly and effectively for marketing success.

This module will introduce learners to generative AI. You will learn to use generative AI tools and apply them to common marketing tasks.

What's included

2 videos3 readings1 assignment1 discussion prompt

2 videos Total 25 minutes

Generative AI in Marketing- Part 1 11 minutes
Generative AI in Marketing- Part 2 13 minutes

3 readings Total 60 minutes

What Is Generative AI? 20 minutes
What every CEO should know about generative AI 20 minutes
The Economic potential of generative AI: The next productivity frontier 20 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

1 discussion prompt Total 20 minutes

Generative AI Opportunities and Concerns 20 minutes

In this module, we will look at two popular forms of generative AI. We will first examine chatbots that are powered by large language models (LLMs). We will then look at image generative models. This model provides instruction into how to use these tools, as well as examples so that you can begin experimenting with generative AI on your own.

What's included

5 videos3 readings1 assignment1 discussion prompt

5 videos Total 56 minutes

ChatGPT- Part 1 10 minutes
ChatGPT- Part 2 9 minutes
ChatGPT- Part 3 16 minutes
Image Generation 8 minutes
Dream Studio 12 minutes

3 readings Total 80 minutes

Doing Stuff with AI 20 minutes
Generative AI Tips from Harvard University 30 minutes
Expert Views on Top Generative AI Questions for The Enterprise 30 minutes

1 assignment Total 60 minutes

Working with Chatbots 60 minutes

1 discussion prompt Total 30 minutes

Share Your Creations! 30 minutes

There is tremendous potential for generative AI to affect the way that marketing is done. But, is it worth it? In this module, we examine some of the issues that may give marketers pause about turning to generative AI.

What's included

1 video6 readings1 peer review2 discussion prompts

1 video Total 13 minutes

Brands and Generative AI: Legal Considerations 13 minutes

6 readings Total 240 minutes

Generative AI: Reshaping the Marketing Landscape 120 minutes
Generative AI has an Intellectual Property Problem 20 minutes
This artist is dominating AI-generated art. And he's not happy about it 20 minutes
Scarlett Johansson's AI Legal Threat Sets Stage for Actors' Battle with Tech Giants 20 minutes
New York Times Sues OpenAI and Microsoft over AI Use of Copyrighted Work 20 minutes
What's at Stake in the NY Times Lawsuit? 40 minutes

1 peer review Total 60 minutes

Propose a solution 60 minutes

2 discussion prompts Total 40 minutes

What would you do? 20 minutes
Do You Think Consumers Will Care? 20 minutes

Building on the previous modules, this module examine how generative AI can be used by marketers for the purpose of attracting and engaging customers. Examples are provided for different digital marketing tactics to demonstrate both the improved efficacy of creating content using generative AI, as well as the reduced costs.

What's included

3 videos3 readings1 assignment

3 videos Total 48 minutes

Display Advertising 20 minutes
Engaging Customers with Generative AI, Part 1 15 minutes
Engaging Customers with Generative AI, Part 2 14 minutes

3 readings Total 45 minutes

5 Use Cases for Generative AI in Marketing 15 minutes
Boosting Consumer Marketing with Generative AI 10 minutes
A Practical Guide for Marketers Who Want to Use Generative AI 20 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

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Instructor

Instructor ratings

(5 ratings)

David Schweidel

Emory University

11 Courses 77,353 learners

Offered by

Emory University

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Reviewed on Aug 18, 2025

It's an introductory-level course, but it offers good examples of the use of generative AI in marketing and shares real-life case studies. I highly recommend it!

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.