Agentic AI for Marketing
About This Course
Agentic artificial intelligence (AI) is changing how marketing teams generate, test and optimise campaigns. Unlike basic generative AI tools that produce content on request, agentic AI-enabled workflows can support multi-step campaign activities such as content variation, audience experimentation, feedback-loop analysis and optimisation recommendations. This creates opportunities for faster experimentation, more personalised customer engagement and tighter marketing feedback loops.
This course is designed for marketing managers, campaign leads, content strategists, customer relationship management (CRM) practitioners, brand managers and customer experience professionals who need to adopt AI-enabled marketing without losing control of brand, privacy and performance risk. Participants will examine how agentic content generation and campaign experimentation can be used responsibly across channels, customer segments and content formats.
The programme culminates in a practical campaign governance playbook that participants can adapt for their own teams. This equips participants to lead AI-enabled marketing initiatives with clearer brand-safety guardrails, privacy considerations and credible return on investment (ROI) reporting, strengthening their readiness for digital marketing, customer experience and marketing transformation roles.
What You'll Learn
- Apply agentic artificial intelligence (AI) to content generation and campaign experimentation at scale
- Distinguish generative content tools from agentic campaign management
- Identify where human creative judgement remains essential
Brand Safety and Privacy Guardrails
- Design brand-safety guardrails appropriate to different content and channel risk levels
- Identify customer data and privacy exposure created by agentic personalisation
- Respond to a brand-safety incident using a structured containment process
Measurement and Governance
- Build a measurement approach for AI-driven marketing that reports credible return on investment (ROI)
- Separate content velocity from actual marketing value in reporting
- Produce a campaign governance playbook for their own team
Entry Requirements
- Participants should have at least two years of work experience in marketing, communications, brand management, content production, digital marketing, campaign management, customer relationship management (CRM), customer experience, product marketing or a related customer-facing function. Participants should be familiar with basic marketing concepts and digital channels.
- Prior coding, data science or artificial intelligence (AI) engineering experience is not required.
- Participants without marketing or customer-facing experience may attend if they are involved in digital transformation, brand governance, campaign approval, customer-data governance or marketing operations.