Course Overview
This four hour workshop will cover everything you need to know to understand the current trends in generative AI, how these models work and how to train them, and how you can leverage them for your business. The session will cover how text, images, video, and music can be created by AI, details about the data they need, and considerations for their use. Our focus will be on gaining familiarity with high level concepts, understanding how to use these technologies, and applying them to various marketing use-cases.
Prerequisites
All hands-on content will be focused on functioning tools and products, no programming or data science experience is required. You are not expected to code in this class, but will gain an understanding of what tools are currently available, and how to use them in your workflow.
Certificate
Certificates are awarded at the end of the program at the satisfactory completion of the course. Students are evaluated on a pass/fail basis for their performance on the required homework and final project (where applicable). Students who attend a minimum of 85% of the class are eligible for the certificate of completion.
Syllabus
Unit 1: Introduction to Generative AI
- Perception vs. generation
- Notable examples
Unit 2: Types of Generative Models
- Brief history of the field
- State of the art
- The raise of prompting
Unit 3: Image, Video, Text, and Music Generation using AI
- Large Language Models
- Text to Image models
- From images to videos
- Approaches to music
Unit 4: How generative AI will disrupt the industry and its social and legal implications
- The Ad production model with AI
- Test, learn & optimize with AI
- Minors, ‘accurate claims’ and brand guidelines
- Some future visions of the industry at large with AI
Unit 5: How to deploy AI into the existing advertising workflow
- From brief to ideation
- From ideation to strategy design
- Strategy to prototype assets
- Assets to brand voice maintaining an authentic brand experience
- Ads in the world, data signals enriching the original data and growing your model
- Developing a proprietary model for your agency & brands
- Active applications (GAI)
- Passive applications (sentiment, brand reputation and customized support based on consumer feelings)
Unit 6: How to sell AI advertising into clients
- What will AI do for the brand & agency
- Internal products vs. Open source engines
- Building internal capabilities
- How to talk about AI to a brand
- How to justify agency work/spend with an AI approach (show your work)
- How to talk about success and failure of AI application to clients
Unit 7: How to sell AI advertising into the agency
- AI will not take your jobs
- Making the boring go away
- Supercharge creativity
This course is available for "remote" learning and will be available to anyone with access to an internet device with a microphone (this includes most models of computers, tablets). Classes will take place with a "Live" instructor at the date/times listed below.
Upon registration, the instructor will send along additional information about how to log-on and participate in the class.
Also available in-person in Online
School Notes: We offer a certification licensed by the NYS Board of Education.