Making Sense of AI: A Guide for Marketing Managers

Miklos Sarvary and Kinshuk Jerath will examine where AI is creating real value across customer acquisition, retention, and development.

Overview

Many organizations are already using generative AI in their marketing. But an important question remains: Where is AI actually creating value? 

AI may have a different impact at each stage of the customer relationship — from attracting new customers to retaining and growing existing ones. It is important to focus on areas where AI can make a real difference. 

Join Columbia Business School’s faculty directors Miklos Sarvary, Carson Family Professor of Business, and Kinshuk Jerath, Arthur F. Burns Professor of Free and Competitive Enterprise, for a 30-minute complimentary webinar that explores how organizations can make smarter decisions about AI investment. 

Participants will take away: 

  • An analytical lens for evaluating AI's impact across customer acquisition, retention, and development
  • A clearer view of where AI is creating value today, and where opportunities may still be emerging
  • A practical question to apply to your own business or role before making additional AI investments

Webinar Speaker

Miklos Sarvary, Carson Family Professor of Business and Co-Faculty Director, Media and Technology Program, is a faculty director of the AI-driven marketing strategy program.

Miklos Sarvary

Carson Family Professor of Business
Co-Faculty Director, Media and Technology Program

Kinshuk Jerath, Professor of Business Marketing at Columbia Business School, is a faculty director of the AI-driven marketing strategy program that provides training to executives on leveraging new technologies to enhance customer relationships.

Kinshuk Jerath

Arthur F. Burns Professor of Free and Competitive Enterprise

Chair of the Marketing Division

Related Program

Marketing

$10,550

AI-Driven Marketing Strategy: Leveraging New Technologies to Cultivate Enduring Customer Relationships

4 CIBE Credits