February 5, 2024

Teaching Reflections: Artificial Intelligence in Marketing

By Larry Cohen

As an NYU professor, I had the privilege to teach a special topics class on the adoption and integration of Artificial Intelligence in Marketing. One of the key learning objectives of the class was to have the ability to apply Artificial Intelligence in the creation of the marketing jobs to be done.  One in-class exercise we performed required using AI tools to create a full marketing strategic brief for a new product.

The class was divided up into four groups, with each responsible for a different product: a new beverage, a university learning management system, a new restaurant concept, and a consultancy. Each group performed a competitive analysis, identified an optimal marketing mix, and created a unique selling proposition, along with some example copy and creative to illuminate the concepts, all using AI tools. Additionally, to compare and contrast the speed and quality of the outputs, we used many analog and digital tools that were already available in the marketplace prior to the proliferation of AI.

What the class delivered in 2 hours was amazing!  They all produced well thought, data-driven, AI-delivered, and strategically sound marketing briefs. Each group was able to leverage and contrast the different outputs, blending the new AI tools from Google’s Bard, ChatGPT 4, Bing Copilot, Anthropic’s Claude, Dall-E, Midjourney, and Stable Diffusion with some more traditional digital tools like social listening, SEMRush and Similarweb.

We as a marketing practice have created a new foundation for marketing excellence. By breaking the biggest hindrance in marketing—time as a scarce resource—through the advent of new AI tools, we are creating a new toolkit for marketers to do better work, faster, and with more consistency. This is an evolution that will pay off for future marketing leaders in the immediate future.

Student project example 1: Pop-up Event
Student project example 2: Traditional Print
Student project example 3: Keywords
Student project example 4: Kelvin Energy Drink

Larry Cohen is an Adjunct Professor currently teaching Database Management & Modeling at the NYU School of Professional Studies. He is the Executive Vice President of Data Strategy at Decision Foundry, a Crest level Salesforce Implementation Partner, responsible for providing client advice and guidance on CRM, Data and Analytics. He has over 20 years of experience as an analytics practitioner, spanning client, agency and consulting roles at Toys “R” Us, Canon USA, Getty Images, Marriott Hotels, Publicis Epsilon, and IPG Mediabrands.

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