Course

Unit I

Introduction to AI in Advertising

Overview of artificial intelligence (AI) and its relevance to advertising, Historical context, and evolution of AI in the advertising industry, Case studies highlighting successful implementations of AI in advertising campaigns.

Unit II

AI Tools for Targeting and Segmentation

Understanding audience targeting and segmentation in advertising, Exploration of AI-driven tools for analyzing and categorizing audience data.

Unit III

Personalization Techniques in Advertising using AI

Personalization in advertising and its impact on consumer engagement., AI-powered personalization strategies for different advertising channels (e.g., social media, email, websites).

Unit IV

Optimization Strategies with AI in Advertising Campaign

Overview of optimization in advertising and its role in maximizing ROI, AI-driven optimization techniques for ad placement, bidding, and budget allocation, Case studies demonstrating the effectiveness of AI-driven optimization strategies.

Unit V

Ethical Issues and Future Trends in AI-driven Advertising

Discussion on the ethical considerations surrounding the use of AI in advertising, Regulatory frameworks and guidelines related to AI-driven advertising practices, Future trends and emerging technologies shaping the landscape of AI-driven advertising.

Course Objectives:

This course aims to provide undergraduate students with a comprehensive understanding of how artificial intelligence (AI) tools are utilized in the advertising industry. Through theoretical discussions, practical exercises, and case studies, students will gain insights into the applications of AI in advertising campaigns, including targeting, personalization, and optimization. By the end of the course, students will be able to critically evaluate the ethical considerations surrounding AI in advertising and leverage various AI tools to enhance the effectiveness of advertising strategies.

Course Outcomes (CO):

1. CO1: Understand the principles and techniques of artificial intelligence (AI) as applied to
2. CO2: Analyze various AI tools and their applications in advertising
3. CO3: Implement AI-driven strategies for targeting, personalization, and optimization in
4. CO4: Evaluate the ethical implications and challenges associated with the use of AI in
5. CO5: Develop proficiency in utilizing AI tools to enhance advertising effectiveness and
6. CO6: Critically assess case studies and emerging trends in AI-driven advertising

CO-PO Mapping:

Suggested References:

1. “Artificial Intelligence in Marketing: Practical Applications” by Peter K. Dahlström and Martin Harrysson
2. “The Adweek Copywriting Handbook” by Joseph Sugarman
3. “AI Superpowers: China, Silicon Valley, and the New World Order” by Kai-Fu Lee
4. “The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power” by Shoshana Zuboff
5. “How to Measure Anything: Finding the Value of ‘Intangibles’ in Business” by Douglas Hubbard
6. “Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die” by Eric Siegel
7. “Machine Learning for Dummies” by John Paul Mueller and Luca Massaron
8. “The Attention Merchants: The Epic Scramble to Get Inside Our Heads” by Tim Wu
9. “Deep Learning: A Practitioner’s Approach” by Adam Gibson and Josh Patterson
10. “Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking” by Foster Provost and Tom Fawcett