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.
Brands and Generative AI: Legal Considerations
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Skills You'll Learn
Prompt Engineering, Marketing, Customer Acquisition Management, Marketing Effectiveness, Intellectual Property, Marketing Strategies, Generative AI, Customer Engagement, Business Ethics, Large Language Modeling, ChatGPT, Content Creation
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From the lesson
Brands and Generative AI
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.
Taught By
David Schweidel
Associate Professor of Marketing