Preparing for the New Era of Artificial Intelligence: My Experience of Teaching “Artificial Intelligence in Advertising”
Jing Yang
Abstract
With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the course “AI in Advertising,” which is designed to introduce students to the basic concepts, underlying logics, and evolution of AI, as well as its various implementations in the field of advertising and marketing communications. Hands-on practices are offered to students with the aim of helping them work with AI and build AI-empowered campaigns for brands. The structure of the course is discussed in detail, and the author also offers reflections on the future of advertising education.