AI Applications in Marketing and Finance

Go to Course: https://www.coursera.org/learn/wharton-ai-applications-marketing-finance

Introduction

**Course Review: AI Applications in Marketing and Finance** In a world increasingly driven by technology, understanding artificial intelligence (AI) and its applications is becoming essential for professionals across various fields. One of the most insightful courses available on this subject is "AI Applications in Marketing and Finance" on Coursera. This course provides a comprehensive overview of how AI can enhance customer journeys, personalize experiences, and fortify financial practices against fraud and risk. ### Overview This course is designed for marketers, finance professionals, and anyone interested in understanding how AI can be integrated into their strategic plans. Participants will explore AI's potential to analyze consumer habits, enhance marketing strategies, and improve customer satisfaction while safeguarding consumer data. ### Course Structure The course is divided into four engaging modules: #### **Module 1 – AI and the Customer Journey** In the first module, students examine the profound impact of AI on marketing and customer behavior. The section discusses how AI disrupts traditional retail by transforming customer interactions through personalized experiences. Emerging privacy concerns and the challenges of integrating AI are also addressed. By the end of this module, participants will understand the various ways AI influences purchasing decisions and how to leverage these insights to align business strategies with customer needs. #### **Module 2 – Personalization** Module two is dedicated to understanding personalization through AI. Participants will learn how major companies like Pandora, Netflix, and Amazon harness personalization algorithms to create tailored customer experiences. Insights from industry expert Barkha Saxena from Poshmark offer a real-world perspective on managing and interpreting data to enhance engagement. This module emphasizes navigating the pitfalls of implementing recommendation systems effectively, making it a key takeaway for anyone looking to enhance customer relationships. #### **Module 3 – Finance** In this module, the focus shifts towards the financial sector. Students explore methods to mitigate fraud using AI systems and discover key performance indicators (KPIs) tied to risk assessment. Emphasis is placed on understanding corporate credit dynamics and the interplay between credit ratings and risk management. This segment equips learners with the knowledge to apply AI in real-world financial contexts, making it invaluable for finance professionals. #### **Module 4 – Additional AI Applications in Finance** The final module features interviews with high-profile executives like Carleigh Jaques from Visa and Apoorv Saxena. Their insights provide a glimpse into how leading brands utilize AI to create secure shopping environments and address digital fraud. This module highlights the crucial role AI plays in the financial sector's risk management landscape, providing exclusive perspectives that can inspire innovative applications in your organization. ### Recommendations This course is highly recommended for a diverse audience, including marketing professionals, financial analysts, and business strategists. It effectively bridges theoretical concepts and practical applications of AI. The content is well-structured, enabling students to progress at their own pace while accessing valuable insights from industry experts. For those new to AI, the course lays a strong foundation, while experienced professionals will find useful strategies to enhance their current practices. The focus on real-world applications ensures that learning is relevant, helping participants stay competitive in a rapidly changing environment. ### Conclusion Overall, "AI Applications in Marketing and Finance" on Coursera is an essential course that provides in-depth knowledge and practical skills to use AI effectively in both marketing and financial services. By understanding how to harness AI's capabilities to optimize customer experiences and combat financial risks, participants will be well-prepared to contribute to their organizations' success in an AI-driven future. Embrace the opportunity to become an expert in this transformative technology and take your skills to the next level by enrolling in this course today!

Syllabus

Module 1 – AI and the Customer Journey

In this module, you will delve into the impact of AI in marketing, and how it affects how your customers interact with your organization and its offerings. You will learn about how AI is disrupting retail and transforming the way that we conduct business in the digital age. You will next discover the risks and challenges that you might encounter when trying to implement AI, such as privacy issues, and how to make the journey from interest to purchase a much shorter one. By the end of this module, you will have a firm understanding of how AI influences and also impact customer behavior, and how you can take advantage of the myriad of ways AI can be applied to support your business and align with your customers.

In this module, you will discover different ways that AI can be applied to enhance the consumer experience. You will take a deep dive into the realm of personalization algorithms, and how they are utilized in companies such as Pandora, Netflix, and Amazon. Next, you will learn about the challenges that you can face when trying to implement these algorithms or recommendation systems. You will also hear from Barkha Saxena, Chief Data Office for Poshmark, and how she takes data provided by their over 80 million users to create a curated experience, but still allow their customers to discover new products and engage with buyers. By the end of this module, you would have gained valuable insight into how AI can enable personalization and in turn drive customer engagement and retention.

In this module, you will learn how to mitigate fraud using AI systems. By examining various machine learning methods, you will discover different ways to analyze risk assessment using KPIs and the scientific method. You will then learn about corporate credit and the relationship between money borrowed, the price and availability of credit, as well corporate credit ratings and why and how that rating translates to risk. Lastly, you will learn about using models versus real-world data, and how you can use AI to conduct error analysis to prevent costly miscalculations. By the end of this module, you will have a firm knowledge of different risk assessment methods, how data can be used to analyze and predict credit ratings, as well as the benefits and limitations of different applications used in the industry.

In this module, you will hear from executives Carleigh Jaques, In this module, you will hear from executives Carleigh Jaques, SVP of CyberSource at Visa, and Apoorv Saxena, formerly the head of Google’s AI Verticals Team and was until recently the Global Head of AI at JPMorgan Chase. These interviews will allow you to get valuable insight into how major global brands utilize AI to create a secure shopping environment for their customers and clients, and how AI is instrumental in the data-driven world of finance. By the end of this module, you will have heard from top industry experts in their field and gained firsthand accounts of risk management and assessment and how AI is playing a more integral role in combating digital fraud.