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

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.

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.

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.