» Generative AI for Marketing

Product Description

Course Overview

This four hour workshop will cover everything you need to know to understand the current trends in generative AI, how these models work and how to train them, and how you can leverage them for your business. The session will cover how text, images, video, and music can be created by AI, details about the data they need, and considerations for their use. Our focus will be on gaining familiarity with high level concepts, understanding how to use these technologies, and applying them to various marketing use-cases.

Prerequisites

All hands-on content will be focused on functioning tools and products, no programming or data science experience is required. You are not expected to code in this class, but will gain an understanding of what tools are currently available, and how to use them in your workflow.

Certificate

Certificates are awarded at the end of the program at the satisfactory completion of the course. Students are evaluated on a pass/fail basis for their performance on the required homework and final project (where applicable). Students who attend a minimum of 85% of the class are eligible for the certificate of completion.

Syllabus

Unit 1: Introduction to Generative AI

Perception vs. generation
Notable examples

Unit 2: Types of Generative Models

Brief history of the field
State of the art
The raise of prompting

Unit 3: Image, Video, Text, and Music Generation using AI

Large Language Models
Text to Image models
From images to videos
Approaches to music

Unit 4: How generative AI will disrupt the industry and its social and legal implications

The Ad production model with AI
Test, learn & optimize with AI
Minors, ‘accurate claims’ and brand guidelines
Some future visions of the industry at large with AI

Unit 5: How to deploy AI into the existing advertising workflow

From brief to ideation
From ideation to strategy design
Strategy to prototype assets
Assets to brand voice maintaining an authentic brand experience
Ads in the world, data signals enriching the original data and growing your model
Developing a proprietary model for your agency & brands
1. Active applications (GAI)
2. Passive applications (sentiment, brand reputation and customized support based on consumer feelings)

Unit 6: How to sell AI advertising into clients

What will AI do for the brand & agency
1. Internal products vs. Open source engines
2. Building internal capabilities
How to talk about AI to a brand
How to justify agency work/spend with an AI approach (show your work)
How to talk about success and failure of AI application to clients

Unit 7: How to sell AI advertising into the agency

AI will not take your jobs
Making the boring go away
Supercharge creativity

Campus Location

500 8th Ave Suite 905, New York, NY 10018

Nearby Subways

1 2 3 34th, Penn Station

A C E 34th, Penn Station

N Q R B D F M 34th, Herald Square

Detailed Directions

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