Generative AI for Digital Marketing

This course is designed for everyone, including professionals, executives, students, and enthusiasts, interested in learning about generative AI and leveraging its capabilities in their work and lives. This course is your first step toward understanding the capabilities of generative AI, powered by different models, including large language models (LLMs). In this course, you will learn about the fundamentals and evolution of generative AI. You will explore the capabilities of generative AI in different domains, including text, image, audio, video, virtual worlds, code, and data. You will understand the applications of generative AI across different sectors and industries. You will learn about the capabilities and features of common generative AI models and tools, such as GPT, DALL-E, Stable Diffusion, and Synthesia. Hands-on labs, included in the course, provide an opportunity to explore the use cases of generative AI through IBM Generative AI Classroom and popular tools like ChatGPT. You will also hear from the practitioners about the capabilities, applications, and tools of generative AI.

This course is designed for everyone, including professionals, executives, students, and enthusiasts interested in leveraging effective prompt engineering techniques to unlock the full potential of generative artificial intelligence (AI) tools such as ChatGPT. Prompt engineering involves crafting inputs that guide generative AI models to produce accurate, relevant, and high-quality outputs. In this course, you will learn the techniques, approaches, and best practices for writing effective prompts. You will learn about prompt techniques like zero-shot and few-shot, which can improve the reliability and quality of large language models (LLMs). You will apply various prompt engineering approaches such as the interview pattern, chain-of- thought, and tree-of-thought, which aim at generating precise and relevant responses. You will also explore text-to-image prompting techniques to generate high-impact visuals using image-generation models. Additionally, you will be introduced to commonly used prompt engineering tools like IBM watsonx Prompt Lab, Spellbook, and Dust. The hands-on labs included in the course offer an opportunity to optimize results by creating effective prompts in the IBM Generative AI Classroom. You will also hear from practitioners about the tools and approaches used in prompt engineering and the art of writing effective prompts. By the end of the course, you will have a strong foundation in prompt engineering techniques and strategies to effectively interact with generative AI systems.

McKinsey estimates that generative AI (GenAI) can boost marketing productivity by up to 15%. Marketing professionals who can leverage GenAI to enhance efficiency, personalization, and content creation are in high demand. This course gives you the sought-after GenAI skills businesses need. During the course, you’ll explore using GenAI to automate content creation, enhance ad copy, and personalize email campaigns and social media posts. You’ll learn to optimize digital advertising using AI for audience segmentation, creative refinement, and personalized campaigns. You’ll discover how AI can enhance SEO through keyword research, content optimization, and competitor analysis. You’ll explore AI-driven approaches for enhancing e-commerce experiences. You’ll get hands-on practice generating engaging content, personalizing campaigns, and optimizing strategies for better results. Additionally, you’ll examine ethical considerations, challenges, and best practices for AI integration in digital marketing. If you’re looking to boost your career with in-demand GenAI skills businesses are looking for, enroll today and power up your resume in just a few weeks!