What you'll learn

As organizations explore more autonomous forms of artificial intelligence, marketing is often one of the first business functions to experiment with agentic AI. However, many leaders struggle to understand what agentic AI actually is, where it delivers real business value, and how it should be governed in practice.

In this course, Agentic AI in Marketing, you’ll gain the ability to identify high-impact use cases for agentic AI and make informed decisions about its adoption.

First, you’ll explore the core concepts behind agentic AI and how it differs from traditional automation and generative AI.

Next, you’ll discover the current best applications and use cases for AI agents in campaign management and journey orchestration, and how they are applied in real-life enterprise tools.

Finally, you’ll learn about the associated risks and determine how agentic AI can be safely applied to your own organization and industry.

When you’re finished with this course, you’ll have the knowledge of agentic AI needed to understand its business impact, identify marketing use cases, and make informed decisions about how it can be applied in your organization.