Understanding Generative AI | School of Marketing | ANA

Understanding Generative AI

Generative AI is revolutionizing marketing, and by understanding its capabilities, marketers can transform their strategies and achieve unprecedented results. In this course, you will gain an understanding of generative artificial intelligence tools, methods, and approaches, as well as how marketers can utilize and benefit from them. We will explore what generative AI is and how it fits into the broader context of artificial intelligence, the types of generative AI platforms available, and how to use prompts to make the most of them. This course will also provide a framework for using generative AI in the marketing process, as well as the benefits, challenges, and additional considerations to take when adopting it in your and your teams’ marketing work. By the end of this course, you will be better equipped to use generative AI and have a good understanding of the considerations as well as potential opportunities to explore in your marketing efforts.

This is the first of a new microlearning course series being developed consisting of six standalone courses on “Generative AI Essentials for Marketers” to be launched from now through August.

Learning Experience

This singularly focused and application-based microlearning course is interactive and provides real-world practitioner-led experience.

Who is this Course For?

    • Junior- to mid-level marketers who are getting started using generative AI for their marketing
    • Senior-level marketers who need to share with their teams when, how, and why to use generative AI in their work

Learning Objective

    • Determine when, how, and why to use generative AI platforms in marketing and evaluate potential benefits and challenges when adopting an AI platform

Find out what you’ll learn from Greg Kihlström in the video below.


Estimated Length of Completion

Approximately 15 minutes.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $19 Silver Tier $29 Nonmember $39



Greg Kihlstrom

The Agile World

Greg is a best-selling author, speaker, and entrepreneur. He has worked with some of the world’s leading organizations on customer experience, employee experience, and digital transformation initiatives, before, during, and after selling his marketing agency, Carousel30. He has worked with some of the world’s top brands, including Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota and VMware. He currently serves on the University of Richmond’s CX Advisory Board. Greg is Lean Six Sigma Black Belt certified, and holds a certification in Business Agility from ICP-BAF.

Greg’s book, The Center of Experience (2020) talks about how customer and employee experience can be operationalized into a cohesive brand experience. His podcast, The Agile World, features leaders from top brands discussing marketing, customer experience, and digital transformation.

He writes for Forbes and has been featured in publications such as Advertising Age, SmartCEO, Website Magazine, and The Washington Post. He’s participated as a speaker around the world, and has guest lectured at several schools including VCU Brandcenter, Georgetown University, Duke University, and University of Maryland.