Generative AI is revolutionizing marketing by enabling unprecedented personalization and data-driven decision making. This comprehensive specialization equips marketing professionals with practical GenAI skills to create targeted campaigns, analyze customer behavior, and drive business growth. Through 16 hands-on courses, you'll learn to leverage tools like ChatGPT, Google Ads AI, and analytics platforms to automate content creation, optimize customer journeys, and extract actionable insights from big data. You'll master AI-powered personalization at scale, from email marketing and social media campaigns to dynamic advertising and customer segmentation. Whether you're a marketing manager, data analyst, or digital marketing specialist, this program provides the strategic framework to integrate GenAI into existing workflows while maintaining ethical standards. By completion, you'll have built a portfolio of AI-enhanced marketing projects and gained expertise in emerging MarTech tools that position you at the forefront of marketing innovation.
GenAI for Marketing and Customer Insights Specialization
Transform Marketing with AI-Driven Insights. Master generative AI tools to personalize campaigns and optimize marketing strategies.
Instructors: Starweaver
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What you'll learn
Apply generative AI tools to create personalized marketing campaigns, analyze customer data, and automate content creation across multiple channels
Design AI-enhanced customer journey maps and segmentation strategies that drive engagement and improve conversion rates
Implement ethical AI marketing practices while integrating GenAI into existing workflows for enhanced productivity and innovation
Overview
Skills you'll gain
Tools you'll learn
What’s included
Add to your LinkedIn profile
September 2025
Advance your subject-matter expertise
- Learn in-demand skills from university and industry experts
- Master a subject or tool with hands-on projects
- Develop a deep understanding of key concepts
- Earn a career certificate from Coursera Instructor Network
Specialization - 16 course series
What you'll learn
Skills you'll gain
What you'll learn
Identify the capabilities of GenAI for enhancing marketing data analytics functions.
Examine real-world applications to leverage GenAI in marketing data analytics scenarios.
Deploy strategies and tactics to responsibly integrate GenAI into marketing analytics practices while maintaining human oversight and accountability.
Skills you'll gain
What you'll learn
Analyze GenAI fundamentals and their application in marketing
Demonstrate the practical application of key GenAI marketing tools
Optimize campaigns using data-driven frameworks for GenAI implementation
Evaluate campaign performance metrics to make strategic decisions using AI tools
Skills you'll gain
What you'll learn
Understand the importance of GenAI I in digital marketing and e-commerce analytics.
Analyze key indicators for digital marketing and e-commerce.
Consider the potential benefits of using GenAI in your professional activities.
Skills you'll gain
What you'll learn
Gain a comprehensive understanding of how generative AI can transform market research and consumer behavior analysis.
Learn to extract valuable insights from big data using advanced AI techniques, leading to more informed business decisions.
Develop the skills to integrate AI-generated insights into strategic planning and marketing efforts, enhancing overall business performance.
Skills you'll gain
What you'll learn
Apply key concepts, benefits, and applications of Generative AI to design effective personalized marketing strategies
Create personalized content using AI, adapt it across channels, optimize AI campaigns, and analyze successful real-world examples
Analyze customer data, segment audiences, optimize AI marketing campaigns, and use behavior analysis to enhance content
Evaluate the integration and impact of GenAI in Personalized Marketing at Scale
Skills you'll gain
What you'll learn
Understand the core functions of GenAI in digital marketing, distinguish it from traditional approaches, and identify its strengths and weaknesses.
Review case studies and assess the impact of GenAI on digital marketing operations, integrating best practices into your workflow.
Address ethical considerations, including bias, equity, data confidentiality, and security, while using GenAI tools.
Skills you'll gain
What you'll learn
Describe the role of Generative AI in transforming customer insights.
Use Gen AI to collect and analyze customer feedback.
Explain how AI can segment customers and predict trends based on behavior.
Apply AI-driven insights to improve customer experience and business strategies.
Skills you'll gain
What you'll learn
Acquire a working knowledge of GenAI tools and strategies to increase team collaboration and efficiency.
Experiment with integrating GenAI technologies in marketing workflows to foster innovation, enhance creative output, and improve decision-making.
Develop practical skills in leveraging GenAI for optimizing communication, project management & creative processes within and across marketing teams.
Skills you'll gain
What you'll learn
Identify specific scenarios where GenAI can be applied in social media marketing.
Explore strategies to enhance clarity and comprehensibility in AI applications.
Exploring actual instances where social media marketing specialists utilize GenAI to boost productivity and stimulate innovation.
Skills you'll gain
What you'll learn
Analyze the role of GenAI in transforming traditional customer journey mapping approaches.
Design a GenAI-enhanced customer journey map incorporating key AI concepts.
Evaluate the practical benefits and challenges of implementing GenAI in customer journey mapping processes.
Skills you'll gain
What you'll learn
Identify the ethical implications of generative AI applications in marketing.
Explain the key principles and frameworks for ethical decision-making in AI-driven marketing.
Apply ethical considerations when designing AI-powered marketing campaigns and strategies.
Assess potential ethical risks in AI-driven marketing initiatives and develop appropriate mitigation strategies.
Skills you'll gain
What you'll learn
Demonstrate the use of key concepts and benefits of using GenAI in dynamic advertising and media buying.
Create personalized ad creatives using AI tools like Gemini, Bannerboo, and Elai, following ethical guidelines regarding data privacy.
Automate ad campaigns on platforms like Google Ads AI and Facebook Ads Manager with optimized targeting and budgeting.
Analyze and optimize ad campaign performance through key metrics (CPA, CTR, ROAS) and use analytics tools for improving campaign outcomes.
Skills you'll gain
What you'll learn
Key components of effective email marketing including best practices for AI application in email marketing.
Techniques for using Generative AI to do customer segmentation and create customer personas.
Methods for using Generative AI to create tailored email content (prompting and rewriting content according to customer segments and personas).
Skills you'll gain
What you'll learn
Skills you'll gain
What you'll learn
Analyze the role of JUNE in transforming customer analytics and its key use cases.
Setting up June's platform optimally for effective data collection and analysis.
Create AI-generated reports using June's features
Apply June's insights to inform product decisions and strategies.
Skills you'll gain
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructors
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Frequently asked questions
Yes, while this is an intermediate program, no prior AI experience is required. You'll need basic marketing knowledge and familiarity with digital marketing tools, but the courses provide step-by-step guidance on using GenAI tools like ChatGPT and Google Ads AI.
You'll gain hands-on experience with ChatGPT, Google Ads AI, Facebook Ads Manager, analytics platforms like Google Analytics and June, email marketing tools, and various AI-powered content creation and personalization platforms.
This program positions you at the forefront of marketing innovation by teaching in-demand GenAI skills. You'll be prepared for roles like AI Marketing Specialist, Customer Insights Analyst, Digital Marketing Manager, or Marketing Analytics Professional in the growing MarTech field.
More questions
Financial aid available,