Marketing
AICornell Certificate Program

As a marketing professional, you are increasingly expected to understand how data and AI influence decisions, performance, and customer experiences. AI now shapes everything from targeting and personalization to experimentation and execution, making it critical to understand how these tools fit into everyday marketing practice, even if you're not building them yourself.

In this course, you will explore how organizations move from fragmented data to integrated, AI‑enabled marketing systems. You'll learn core concepts in data readiness, analytics, experimentation, automation, and responsible AI use, including emerging applications such as generative and agentic AI. These concepts can be directly applied to answer engine optimization (AEO) and generative engine optimization (GEO), two rapidly evolving approaches that are reshaping how brands appear, compete, and build visibility in AI-driven search experiences.

By the end of the course, you will be able to assess analytics and AI opportunities, apply practical frameworks to real‑world marketing challenges, and communicate insights across teams. You'll be prepared to support data‑driven marketing and decision making without the need for additional materials, software, or specialized tools.

From segmentation and personalization to performance analysis and experimentation, modern marketing demands systems that scale without losing strategic focus. This course focuses on how AI and marketing automation work together to turn insight into action across the full customer life cycle.

You will learn how to design, execute, and manage AI‑enabled marketing programs. You'll explore segmentation and STP in practice, customer journey mapping and prediction, performance and growth marketing, AI‑assisted content creation, lead scoring, channel strategy, and campaign automation. You'll also examine experimentation, analytics frameworks, ethical personalization, and practical uses of AI tools for small teams and large organizations alike.

By the end of the course, you will be able to build and evaluate AI‑supported marketing systems that connect levers to outcomes. You'll leave with practical frameworks for segmentation, personalization, experimentation, and optimization; the ability to prioritize actions using data and AI insights; and the judgment to apply automation responsibly. No additional software, purchased materials, or technical labs are required — just your ability to think critically and apply the concepts to real marketing challenges.

AI is transforming not only how work gets done but also how teams are structured, roles are defined, and decisions are made. Navigating this shift successfully demands more than the right tools; it calls for thoughtful leadership, clear boundaries between human judgment and automation, and team designs resilient enough to absorb constant disruption without breaking.

In this course, you will examine how AI reshapes marketing teams through frameworks such as the four core marketing functions, AI delegation models, and multi‑agent systems. You'll explore how to redesign roles, reduce friction, manage coordination costs, delegate effectively to people and AI, and apply ethical guardrails to automation. The course also introduces practical models for diagnosing disruption, addressing cascade effects, and building adaptable structures that balance speed, trust, and accountability.

By the end of the course, you will have the ability to design AI‑enabled marketing organizations that amplify human strengths, neutralize weaknesses, and remain resilient in the face of ongoing change. You'll leave with leadership frameworks for AI delegation, team design, ethical decision making, and disruption readiness, equipping you to lead confidently without additional software, purchased materials, or technical implementation requirements.

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today's most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we'll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today's most pressing topics. The AI Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we'll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of AI. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across a variety of industries.

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.