From marketing to machine learning: Courses to enhance AI automation skills

With the rapid integration of AI and automation into the marketing sphere, staying ahead of the curve requires continuous learning and skill development. As AI reshapes how marketers engage with consumers, personalise content, and optimise campaigns, the need to upskill has become urgent.

In Short

• AI and automation are transforming marketing strategies
• AI enhances personalised consumer experiences and efficiency
• Top AI courses for beginners include options from Coursera, LinkedIn, Google, edX, and Udemy

The marketing landscape has witnessed a tremendous shift in the past decade, the majority of which can be attributed to ‘automation’ and ‘artificial intelligence’. Machine Learning and AI have transformed a manual and labour-intensive process into efficient and streamlined systems. Marketers must learn how AI automation can enhance their campaigns and drive greater results if they want to be at the top of their game. With AI technology making strides with every passing day, upskilling has become a necessity.

A study conducted by Deloitte reported that 68% of executives experienced a moderate to extreme AI skills gap to stay ahead with their work. Investing time in learning about the advancements in AI and what the future holds will help bridge the knowledge gap and equip individuals with the skills needed to stay ahead of the curve.

THE IMPORTANCE OF AI AND AUTOMATION IN MARKETING

Before narrowing in on the kind of AI learning content we need to focus on, let us understand why AI automation is a game-changer in marketing. The modern consumers of today long for personalised experiences, swift responses and seamless, efficient interactions.

AI tools can analyse huge data sets, predict customer behaviour, optimise content, and even automate routine tasks such as email segmentation or ad placement. With AI and machine learning at your disposal, you can focus on strategy, creativity and innovation.

From identifying patterns in customer data and personalising content in real-time to improving customer journeys, facilitating precise ad targeting and maximising ROI with programmatic bidding, AI does all the heavy lifting and augments marketing workflows.

WHICH ARE THE BEST AI COURSES FOR BEGINNERS?

1. AI for Everyone (Coursera)

This course by the University of Virginia will give you an excellent insight into how AI can be used to further fine-tune marketing strategies. You can learn predictive analytics, customer segmentation, or even how to build automated campaigns.

It's all practical, which allows you to apply concepts related to AI towards real-world marketing challenges.

What does the course offer?

- Understand customer analysis and AI-powered marketing strategy techniques

- Understanding the relevant AI tools that can be used to contribute to personalisation and customer engagement

- Real-world application through case studies.

2. Applying Generative AI as a Business Professional (LinkedIn)

There's one platform which knows the value of upskilling: LinkedIn. That's why it's not surprising to see that, if you run a search on LinkedIn Learning, there is a bunch of educational AI video content available on the platform.

If you are new to AI, there's a ‘Career Essentials in Generative AI’ path that focuses on what generative AI is and how you can use it in the workplace. But ‘Applying Generative AI as a Business Professional’ is one that provides practical knowledge.

There's content in there that will show you how to generate the best prompts, use generative AI to write content, do solid research, and create AI-generated images on Midjourney. Everything that will help you leverage generative AI in your job.

What does the course offer?

- Learn how to write effective prompts with ChatGPT and other AI chatbots.

- Boosting business productivity with GenAI tools.

- Enhancing communication skills and improving critical thinking.

3. Introduction to Generative AI Learning Path (Google)

Google is also offering a big load of online courses and educational content related to AI. This foundational course gives a great comprehensive overview of generative AI, large language models (LLPs) and responsible AI use.

The learning path comprises five courses that are offered through Google Clouds’ Skill Boost Program.

What does the course offer?

- Introduction to generative AI and LLP.

- The what, why and how of responsible AI.

- Prompt design by Vertex AI.

- Applying AI principles with Google Cloud.

4. Marketing Analytics and Data Science (edX)

This course from Columbia University stands at the heart of marketing and data science. It helps comprehend the different facets of AI that help optimise marketing campaigns for maximum efficiency.

It covers several tools and techniques, including data mining, text analysis, and predictive analytics, aimed at making marketing strategies better.

What does the course offer?

- Thorough understanding of data-driven marketing strategies.

- Leveraging machine learning to enhance campaign effectiveness.

- Data interpretation of informed decision-making.

5. Machine Learning For Marketing (Udemy)

This course caters to marketing professionals who have a knack for digging deep into machine learning but want to steer clear of programming. It covers the core concepts of ML, like recommendation systems, customer churn analysis, and how to build predictive models using Python and other tools.

What does the course offer?

- Understand how a machine learning model optimises campaign performance.

- Design and test predictive models for targeted marketing.

- Learn how to identify patterns in customer behaviour through data.