Leveraging AI for Marketing & Customer Experience

AI for Business Transformation Certificate 

Take a single AI course or complete all five four-week courses to earn the AI for Business Transformation Certificate. Designed for managers, working professionals, and non-technical learners, the program develops the practical skills and business judgment needed to apply AI effectively in business settings.

Participants learn to identify appropriate uses for AI, evaluate outputs, assess organizational readiness, manage risk, improve workflows, and guide responsible adoption. The courses emphasize methods and judgment that transfer across AI tools and platforms, helping participants build skills they can apply as technologies and products change.

Topics include AI foundations, marketing and customer experience, business operations, strategy, and AI-supported data analysis. No programming or technical background is required. Participants may take courses individually or complete the full certificate over one or more terms, depending on their schedule.

This Course: Leveraging AI for Marketing & Customer Experience

This course explores how artificial intelligence is changing the way organizations understand, engage, acquire, serve, and retain customers. Participants will examine practical applications of AI across marketing, customer experience, CRM, personalization, content and asset creation, customer insights, and lifecycle engagement while learning how to evaluate where AI creates meaningful customer and business value.

Through hands-on activities and real-world business scenarios, participants will explore how generative AI, predictive AI, automation, and AI agents can support customer research, audience segmentation, campaign planning, content development, creative asset generation, personalization, journey orchestration, customer service, and marketing performance analysis.

Participants will gain practical experience using AI to develop and optimize marketing content and creative assets across formats and channels. Applications may include campaign concepts, copy, email and social content, product and ecommerce content, imagery and visual assets, creative variations, landing-page content, customer communications, and other digital marketing materials. Emphasis will be placed on maintaining brand standards, improving creative workflows, evaluating output quality, and determining when human review and expertise are required.

The course will also examine how AI can be integrated into existing marketing technology, CRM, content, and customer experience workflows rather than treated as a standalone tool. Participants will explore emerging AI-agent applications, including customer insight agents, research agents, campaign planning agents, content and creative agents, personalization agents, and performance-analysis agents, as well as how multiple AI capabilities can work together within an integrated marketing workflow.

The course emphasizes experimentation and measurement rather than adopting AI tools blindly. Participants will learn how to evaluate AI-generated content and assets, design meaningful tests, interpret customer and campaign performance, and determine whether AI initiatives improve efficiency, creative effectiveness, customer experience, conversion, engagement, retention, or customer lifetime value.

Participants will also consider the risks associated with customer-facing and AI-generated content, including privacy, bias, accuracy, intellectual property, brand governance, transparency, inappropriate personalization, and the appropriate role of human judgment and oversight.

By the end of the course, participants will be able to identify and prioritize high-value AI opportunities across marketing and customer experience and develop an AI-enabled customer engagement strategy that connects customer needs, content and creative workflows, AI use cases, technology, human oversight, and measurable business outcomes.

For any questions about course content, please contact the course instructor, Chelsey Potter, at chpotter@lasell.edu. Visit https://www.linkedin.com/in/chelseyplumb/ for more information.

This section of Leveraging AI for Marketing & Customer Experience runs October 13–November 10 during the Fall 2026 term. Students may enroll in the course through October 16.

For any questions about enrollment or Lasell Professional Studies, please contact profstudies@lasell.edu.