Students are encouraged to use AI as a supportive tool to improve workflows, analysis and decision-making, not as a replacement for professional judgement. AI can be used to support campaign planning, automation, audience insights, data interpretation and content optimisation.
How is AI used in the workplace in performance marketing and e-commerce?
AI is increasingly used to improve campaign efficiency, automate marketing processes, personalise customer journeys and analyse performance across digital channels. Professionals still need strong skills in strategy, analytics, ethics and communication to evaluate data, make sound decisions and create effective growth strategies.