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Media & Strategy · MS elective · 3 credit hours · 16 sessions

AI for Advertising

This course explores the disruptive power of AI in the high-stakes world of advertising. It moves beyond traditional copywriting and art direction to cover programmatic advertising, hyper-personalization, and data-driven creativity. Students will learn how agencies use AI to segment audiences, generate thousands of ad variations in real-time, and optimize campaigns for maximum ROI, while also debating the ethics of algorithmic persuasion.

§ 01 By the end you can
  1. Utilize AI tools for audience segmentation and psychographic profiling
  2. Generate dynamic ad creatives (copy + visual) at scale using GenAI
  3. Understand Programmatic Advertising and Real-Time Bidding (RTB)
  4. Analyze campaign performance using AI-driven predictive analytics
  5. Navigate the ethics of "Dark Patterns" and consumer data privacy
§ 02 Sixteen sessions

The whole semester.

  1. 01The Evolution: Mad Men to Math Men
  2. 02AI in Consumer Psychology & Insight
  3. 03Generative Copywriting for Ads
  4. 04Generative Visuals for Campaigns
  5. 05Dynamic Creative Optimization (DCO)
  6. 06Personalization vs. Privacy
  7. 07SEO & Search Advertising with AI
  8. 08 · MidtermMidterm Examination
  9. 09Programmatic Advertising Ecosystems
  10. 10Real-Time Bidding (RTB) & Automation
  11. 11Predictive Analytics & ROI
  12. 12Chatbots & Conversational Marketing
  13. 13A/B Testing at Scale
  14. 14Ethics: Manipulation & Dark Patterns
  15. 15The Future of the Ad Agency
  16. 16Final Project: 360° AI Ad Campaign

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: 360° AI Ad Campaign

How it’s judged

Recommended reading
  1. Join or Die: Digital Advertising in the Age of Automation by Patrick Gilbert
  2. Ogilvy on Advertising in the Digital Age by Miles Young
  3. Prediction Machines by Agrawal, Gans, and Goldfarb
  4. Frenemies: The Epic Disruption of the Ad Business by Ken Auletta
  5. Targeted: The Cambridge Analytica Whistleblower's Inside Story by Brittany Kaiser
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