We may earn an affiliate commission when you visit our partners.

AI Applications in Marketing and Finance

Michael R Roberts, Raghu Iyengar, and Kartik Hosanagar

In this course, you will learn about AI-powered applications that can enhance the customer journey and extend the customer lifecycle. You will learn how this AI-powered data can enable you to analyze consumer habits and maximize their potential to target your marketing to the right people. You will also learn about fraud, credit risks, and how AI applications can also help you combat the ever-challenging landscape of protecting consumer data. You will also learn methods to utilize supervised and unsupervised machine learning to enhance your fraud detection methods. You will also hear from leading industry experts in the world of data analytics, marketing, and fraud prevention. By the end of this course, you will have a substantial understanding of the role AI and Machine Learning play when it comes to consumer habits, and how we are able to interact and analyze information to increase deep learning potential for your business.

Enroll now

Or subscribe to Coursera Plus

And get unlimited access to Coursera

Here's a deal for you

Save money when you learn with a deal that may be relevant to this course.

All coupon codes, vouchers, and discounts are applied automatically unless otherwise noted.

Valid until March 12, 2027

Save 40% Off 3 Months

Access thousands of top-rated learning programs with a Coursera Plus monthly subscription and take 40% off 3 months for a limited time.

What's inside

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.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Develops risk assessment methods, which are core skills for financial analysts

Taught by Raghu Iyengar, Kartik Hosanagar, Michael R Roberts, who are recognized for their work in AI and machine learning

Examines fraud detection using AI, which is highly relevant to cybersecurity

Covers AI applications in marketing, finance, and consumer behavior, which are core topics for business professionals

Features interviews with executives from Visa and JPMorgan Chase, providing insights from industry leaders

Requires prerequisites in AI and machine learning, which may not be suitable for beginners

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.

Save

Reviews summary

Ai applications for business strategy

According to students, "AI Applications in Marketing and Finance" offers a largely positive and strategic overview of AI's role in business. Learners particularly praise the course for its valuable insights from industry experts and its focus on how AI can be applied to enhance the customer journey, personalization efforts, and mitigate financial fraud. While many found the course provided a solid understanding of AI's potential for professionals, some noted it is more conceptual rather than technical. It's considered highly beneficial for managers and those seeking a high-level understanding of AI's impact in marketing and finance, but may lack the depth required for hands-on technical roles.

Well-structured modules with clear, engaging lessons.

"The modules flowed seamlessly, and the lectures were very clear and easy to follow."

"I enjoyed the variety of content, especially the case studies and expert discussions."

"The course material was well-organized and presented complex topics in an accessible way."

Highly valuable for non-technical business professionals.

"As a marketing manager, I found the content directly applicable to my work and future strategies."

"It's a great course for anyone in finance looking to grasp AI's impact on risk and credit."

"I feel much more confident discussing AI applications with my technical team after taking this course."

Provides a high-level understanding of AI applications.

"This course is excellent for understanding the strategic implications of AI in business without getting bogged down in code."

"I appreciated the executive interviews; they provided real-world context I couldn't get elsewhere."

"It perfectly outlines how AI can be leveraged for better customer engagement and fraud prevention."

May be too basic for those with prior AI/ML knowledge.

"For someone with an AI background, much of this was a refresher rather than new learning."

"I already knew some of the basics, so I found certain sections a bit slow-paced."

"Pros with deep AI knowledge might find it too introductory."

Focuses on concepts rather than hands-on technical details.

"If you're looking for deep technical implementations or coding, this course isn't for you. It's very high-level."

"I was hoping for more hands-on examples of ML algorithms, but it’s more about the 'what' and 'why'."

"Great for managers, but I needed more practical tools to actually build things."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in AI Applications in Marketing and Finance with these activities:

Review the book 'Artificial Intelligence for Marketing' by Christopher Penn

Show steps

This book will provide you with an in-depth understanding of AI applications in marketing and enhance your knowledge of real-world case studies.

View AI for Marketers: An Introduction and Primer,... on Amazon

Show steps

Read the book.
Take notes on key concepts and case studies.

Review AI and machine learning fundamentals

Show steps

By reviewing fundamental concepts in AI and machine learning, you will strengthen your knowledge base and build upon it throughout the course.

Browse courses on Artificial Intelligence

Show steps

Read the first chapter of the textbook.
Complete the first set of practice problems.

Gather resources on AI applications in finance

Show steps

By compiling a collection of resources, you will have a valuable repository of materials to support your learning throughout the course.

Browse courses on Artificial Intelligence

Show steps

Identify relevant resources.
Collect and organize the resources.
Create a reference document or database for easy access.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Complete practice problems on supervised and unsupervised machine learning

Show steps

Solving practice problems will strengthen your grasp of supervised and unsupervised machine learning techniques.

Browse courses on Supervised Machine Learning

Show steps

Create a set of practice problems.
Solve the practice problems.

Join a study group to discuss course concepts

Show steps

By connecting with peers, you will have the opportunity to clarify concepts, exchange perspectives, and reinforce your understanding of the course material.

Show steps

Find a study group.
Attend study group meetings and participate in discussions.

Follow online tutorials on AI in fraud prevention

Show steps

These tutorials will provide practical guidance on how to utilize AI techniques to combat fraud and enhance your learning of fraud prevention methods.

Browse courses on Artificial Intelligence

Show steps

Identify reputable online tutorials.
Follow the tutorials and implement the techniques in a practical setting.

Create a presentation on AI applications in marketing

Show steps

This project will enable you to synthesize your understanding of AI applications in marketing and hone your presentation skills.

Browse courses on Marketing

Show steps

Brainstorm ideas for your presentation topic.
Research different AI applications in marketing.
Create a storyboard for your presentation.
Develop your presentation slides.
Rehearse your presentation.

Career center

Learners who complete AI Applications in Marketing and Finance will develop knowledge and skills that may be useful to these careers:

AI Developer

AI Developers build the foundational technology that powers AI products and applications. They design and develop algorithms and software for AI systems, and may also work on data science, machine learning, and deep learning projects. This course provides a comprehensive introduction to AI applications in marketing and finance, giving you the knowledge and skills needed to succeed in this growing field.

See salaries and explore the career path for AI Developer

Data Analyst

Data Analysts collect, clean, and analyze data to help businesses make informed decisions. They use statistical methods, machine learning, and other techniques to extract insights from data and present it in a clear and concise way. This course will provide you with the skills and knowledge needed to become a successful Data Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Data Analyst

Machine Learning Engineer

Machine Learning Engineers design and build machine learning models to solve real-world problems. They work with data scientists to identify the right problems to solve, and then they build and deploy models that can make predictions or recommendations. This course will provide you with the skills and knowledge needed to become a successful Machine Learning Engineer, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Machine Learning Engineer

Marketing Manager

Marketing Managers plan and execute marketing campaigns to promote products or services. They work with other departments, such as sales and product development, to develop and implement marketing strategies. This course will provide you with the skills and knowledge needed to become a successful Marketing Manager, with a focus on AI applications in marketing.

See salaries and explore the career path for Marketing Manager

Financial Analyst

Financial Analysts evaluate and make recommendations on investments. They use financial data and models to assess the risk and return of different investments. This course will provide you with the skills and knowledge needed to become a successful Financial Analyst, with a focus on AI applications in finance.

See salaries and explore the career path for Financial Analyst

Risk Manager

Risk Managers identify and assess risks to an organization. They develop and implement strategies to mitigate these risks. This course will provide you with the skills and knowledge needed to become a successful Risk Manager, with a focus on AI applications in finance.

See salaries and explore the career path for Risk Manager

Product Manager

Product Managers are responsible for the development and launch of new products or services. They work with engineers, designers, and other stakeholders to define the product vision and roadmap. This course will provide you with the skills and knowledge needed to become a successful Product Manager, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Product Manager

Business Analyst

Business Analysts analyze business processes and systems to identify areas for improvement. They work with stakeholders to develop and implement solutions to these problems. This course will provide you with the skills and knowledge needed to become a successful Business Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Business Analyst

Data Scientist

Data Scientists use data to solve business problems and make better decisions. They work with large datasets to identify patterns and trends. This course will provide you with the skills and knowledge needed to become a successful Data Scientist, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Data Scientist

Software Engineer

Software Engineers design, develop, and maintain software systems. They work with other engineers and stakeholders to ensure that software meets the needs of users. This course will provide you with the skills and knowledge needed to become a successful Software Engineer, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Software Engineer

Quantitative Analyst

Quantitative Analysts use mathematical and statistical models to analyze financial data. They use these models to make investment decisions and develop trading strategies. This course will provide you with the skills and knowledge needed to become a successful Quantitative Analyst, with a focus on AI applications in finance.

See salaries and explore the career path for Quantitative Analyst

Operations Research Analyst

Operations Research Analysts use mathematical and statistical models to solve business problems. They work with other stakeholders to develop and implement solutions to these problems. This course will provide you with the skills and knowledge needed to become a successful Operations Research Analyst, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Operations Research Analyst

Actuary

Actuaries use mathematical and statistical models to assess risk and uncertainty. They work with insurance companies and other organizations to develop and implement risk management strategies. This course will provide you with the skills and knowledge needed to become a successful Actuary, with a focus on AI applications in finance.

See salaries and explore the career path for Actuary

Management Consultant

Management Consultants help organizations improve their performance. They work with clients to identify problems and develop and implement solutions. This course will provide you with the skills and knowledge needed to become a successful Management Consultant, with a focus on AI applications in marketing and finance.

See salaries and explore the career path for Management Consultant

Financial Planner

Financial Planners help individuals and families plan for their financial future. They work with clients to develop investment strategies and manage risk. This course will provide you with the skills and knowledge needed to become a successful Financial Planner, with a focus on AI applications in finance.

See salaries and explore the career path for Financial Planner

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in AI Applications in Marketing and Finance.

Artificial Intelligence in Finance

Save

Provides a practical guide to AI applications in finance, covering topics such as fraud detection, credit risk assessment, and portfolio management.

AI Applications in Marketing and Finance

Here's a deal for you

What's inside

Syllabus

Traffic lights

Save this course

Reviews summary

Ai applications for business strategy

Activities

Career center

Reading list

Share

Similar courses

Coursera Buyer Protection & Guarantee

7-Day Free Trial & Free Audit

14-Day Refund Guarantee

Verified Academic & Industry Partner