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

AI-Powered Brand Communication

This course examines how Artificial Intelligence is revolutionizing the way brands speak, look, and interact with their audiences. Students will learn to train custom AI models to maintain strict “Brand Voice” consistency across vast amounts of content. The curriculum covers automated copywriting, visual identity management, crisis communication simulation, and the development of brand-specific AI agents that can engage customers with empathy and accuracy.

§ 01 By the end you can
  1. Train and fine-tune LLMs to replicate a specific "Brand Voice" and tone
  2. Generate consistent visual brand assets (logos, social posts) using Style-tuned models
  3. Automate personalized customer communication at scale without losing human touch
  4. Simulate PR crises and test response strategies using AI scenario planning
  5. Develop a "Brand Bible" that includes guidelines for AI usage and disclosure
§ 02 Sixteen sessions

The whole semester.

  1. 01The DNA of Branding in the AI Age
  2. 02Defining Brand Voice: Tone, Pitch, and Vocabulary
  3. 03Training LLMs on Brand Guidelines
  4. 04Content Scaling: Blogs, Captions, and Emails
  5. 05Personalization Engines & Dynamic Content
  6. 06Chatbots as Brand Representatives
  7. 07Sentiment Analysis & Brand Health Monitoring
  8. 08 · MidtermMidterm Examination
  9. 09Visual Identity: Consistent Character/Style
  10. 10Customizing Image Models (LoRA for Brands)
  11. 11Automated Video & Social Content
  12. 12Crisis Management Simulations
  13. 13AI Influencers & Virtual Brand Ambassadors
  14. 14Transmedia Storytelling Strategy
  15. 15Legal: Copyrighting AI Brand Assets
  16. 16Final Project: Rebranding 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: Rebranding Campaign

How it’s judged

Recommended reading
  1. Building a StoryBrand by Donald Miller
  2. Quantum Marketing by Raja Rajamannar
  3. Designing Brand Identity by Alina Wheeler
  4. Brand Seduction: How Neuroscience Can Help Marketers by Daryl Weber
  5. Voice Interaction Design by Randy Hunt
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