AI-Driven Marketing Strategy & Ethics

This capstone unit integrates technical, ethical, legal, and strategic skills for deploying AI across marketing functions, from NLP and image generation to personalization, performance marketing, and synthetic media. Students learn to select and apply tools, mitigate bias and deepfake risks, measure AI-driven outcomes responsibly, and design human-centered governance for real-world marketing implementations.

Learning Objectives

• Analyze ethical, legal, and brand-safety risks (including bias, deepfakes, loss of brand voice, and customer alienation) in AI-enabled marketing scenarios and recommend mitigation and governance strategies given case studies and policy constraints
• Apply appropriate AI tools and workflows (NLP, sentiment analysis, image/visual asset generators, SEO and performance marketing tools, synthetic customer panels) to create and optimize marketing deliverables that demonstrate measurable improvements in personalization and campaign performance
• Evaluate AI-driven measurement methods (predictive world modeling, customer behavior simulation, ROI analysis) and determine where human oversight, testing protocols, or de‑optimization are required to preserve long-term customer trust and business objectives
• Demonstrate effective prompt and persona design, using prompt-design apps and testing protocols to reduce bias, align messaging to brand voice, and ensure outputs comply with legal and privacy requirements