What the next generation of marketers needs to learn about artificial intelligence
Abstract
This paper explores what the next generation of marketers should be learning about artificial intelligence (AI) and how undergraduate and graduate marketing curricula need to be updated to create the appropriate learning opportunities. Potential areas of focus range from understanding the design and marketing applications of AI to considering the ethical, regulatory and legal issues associated with the use of AI. By sharing perspectives on the question of what aspiring marketers need to know about AI, it is hoped that this paper will both elicit feedback and help marketing leaders develop their own roadmaps for training themselves and their teams. This paper is also included in The Business & Management Collection which can be accessed at https://hstalks.com/ business/.
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Author's Biography
Jonathan Copulsky is a senior lecturer at Northwestern University, where he teaches marketing strategy, marketing technology, business-to-business marketing and data storytelling. Prior to joining the Northwestern faculty, he was a senior partner, Global Insights Leader and Chief Marketing Officer at Deloitte. He is the author of ‘Brand Resilience’ and co-author of ‘The Technology Fallacy’ and ‘The Transformation Myth’.
Vijay Viswanathan is the Hamad Bin Khalifa Al-Thani Professor at Medill School, Northwestern University. His research examines marketing effectiveness and drivers of customer engagement in both businessto- business and business-to-consumer contexts, He has published in the areas of loyalty programmes, customer engagement, marketing analytics and artificial intelligence, and has conducted seminars and workshops for industry in these areas. Prior to earning his PhD in Business from Emory University, he led product management, supply chain operations and business development at various multinational firms.
Citation
Copulsky, Jonathan and Viswanathan, Vijay (2025, June 1). What the next generation of marketers needs to learn about artificial intelligence. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 11, Issue 1. https://doi.org/10.69554/MOJL8070.
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