Building Generative AI Capabilities

Instructor: Rajkumar Venkatesan, Ronald Trzcinski Professor of Business Administration at Darden School of Business This course provided me with a comprehensive understanding of the strategic integration of AI in marketing, focusing on the AI Marketing Canvas as a framework to develop a competitive AI strategy. I learned how to create an AI strategy and roadmap that considers both internal and external factors, leveraging non-traditional data approaches to gain a strategic edge in the marketplace. Through practical assignments and case studies, I assessed AI’s role in evolving marketing strategies and studied the five stages of the AI Marketing Canvas as an actionable blueprint for implementing AI. In addition to strategy, the course delved into the human aspect of AI integration, covering essential change management frameworks needed for successfully embedding AI capabilities within an organization. I explored the leadership and organizational interventions required throughout the AI journey and gained insights into frameworks used by successful managers to facilitate smooth AI adoption. Privacy and ethics were central to the final module, where I learned about the ethical considerations and regulatory landscapes that influence generative AI in marketing. This included how to navigate privacy regulations, build customer trust, and align AI strategies with customer-centric policies. The skills and knowledge from this course are essential for any marketing professional looking to lead in AI integration, helping ensure ethically sound and competitive AI-driven marketing strategies.