AI in Marketing: Creating Customer Value in an AI-Driven Enterprise

Every firm’s purpose is value creation. Marketing is the engine through which that value is realized, and artificial intelligence is transforming how firms deliver and sustain it. Today’s leaders must understand how AI reshapes not only marketing, but the entire enterprise — how decisions are made, experiences are designed, and value is delivered.

To lead in this new landscape, executives must ensure intelligent technology drives intelligent value creation. AI in Marketing: Creating Customer Value in an AI-Driven Enterprise examines how artificial intelligence elevates every stage of value creation — including insight generation, implementation, and a stronger focus on empirical decision making — driving smarter strategy, stronger customer connections, and measurable business impact.

This program’s three-part format combines self-paced online, live online, and in-person learning to give participants both flexibility and focus. Each phase builds on the last, creating space to reflect, apply new ideas, and connect insights before the on-campus experience. It reflects a broader pedagogical evolution that recognizes how leaders learn today: through ongoing engagement, practical application, and meaningful connection.

By the time participants arrive in Philadelphia, they’ve tested concepts and sharpened their questions. They’re ready for hands-on discussion, collaboration, and planning that turn ideas into action and learning into lasting impact.

Program Schedule

The program’s core curriculum is grounded in current Wharton research, including Wharton’s Generative AI Adoption Report , which identifies marketing as the top functional use case for AI across industries. Through sessions led by Wharton faculty and experts from the Wharton AI & Analytics Initiative, participants will explore how AI is changing classic topics like brand strategy and pricing, along with how AI is creating new marketing topics like digital twins and large language model optimization (LLMO).

Participants will come away with a deeper understanding of how AI can elevate marketing strategy, performance, and impact across the organization. They’ll gain actionable frameworks and real-world applications to strengthen analytical thinking, creative experimentation, and cross-functional leadership.

Session topics include:

This program is specifically designed for senior leaders and decision makers throughout the organization, including:

This program is held at the Steinberg Conference Center located on the University of Pennsylvania campus in Philadelphia. Meals and accommodations are included in the program fees. Learn more about planning your stay at Wharton’s Philadelphia campus .

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.