AI's Existing Impact

AI's Existing Impact

This course is part of AI for Marketing Specialization

Instructor: David Schweidel

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1,767 already enrolled

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

Tools you'll learn

ChatGPT

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 assignments

Taught in English

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This course is part of the AI for Marketing Specialization

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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.

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 videos Total 34 minutes

Content Personalization- Part 1 19 minutes
Content Personalization- Part 2 14 minutes

5 readings Total 75 minutes

The Future of Customized Advertising 10 minutes
Personalization vs. AI Content: Finding the Balance 15 minutes
How Retailers Can Use AI as a Personalization Tool 10 minutes
Google's Virtual Try-On 10 minutes
Fashioning the Perfect Fit With AI: Stitch Fix’s Jeff Cooper 30 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

1 discussion prompt Total 10 minutes

Benefits of Personalization 10 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 videos Total 21 minutes

Personalization Algorithms 14 minutes
Content Moderation 7 minutes

6 readings Total 80 minutes

How TikTok's Algorithm Figures You Out 13 minutes
How Spotify's AI-Driven Recommendations Work 7 minutes
Public Attitudes Towards Algorithmic Personalization and Use of Personal Data 20 minutes
The Underworld of Online Content Moderation 15 minutes
Content Moderation is Terrible by Design 10 minutes
Analysis: Facebook's Content Moderation Rules Are a Mess 15 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

1 discussion prompt Total 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 videos Total 26 minutes

Monetizing Recommendations- Part 1 11 minutes
Monetizing Recommendations- Part 2 16 minutes

4 readings Total 60 minutes

Scaling the Instagram Explore recommendations System 15 minutes
Personalized Marketing at Scale: Uber's Out-of-App Recommendation System 15 minutes
Why Algorithm-Generated Recommendations Fall Short 15 minutes
Up Next: A Better Recommendation System 15 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

1 discussion prompt Total 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 videos Total 30 minutes

Chatbot Applications 18 minutes
Building Chatbots 12 minutes

4 readings Total 67 minutes

Interview: AI Chatbots Are Now the Backbone of Cutting-Edge Marketing Strategies 35 minutes
Are Chatbots the New Face of Financial Customer Service? 10 minutes
Ads are Coming to Chatbots 10 minutes
IBM: The conversational chatbox design challenge 12 minutes

1 assignment Total 30 minutes

Concept Review 30 minutes

2 discussion prompts Total 30 minutes

Chatbot Preferences 15 minutes
AI Voice Assistants 15 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.