AI‑First Marketing Strategy: Executing Intelligent Systems for Growth
Program Overview: AI‑First Marketing Strategy: Executing Intelligent Systems for Growth
The AI‑First Marketing Strategy: Executing Intelligent Systems for Growth program from Kellogg Executive Education is an eight-week online experience that prepares leaders to navigate a pivotal shift: AI is redefining how organizations grow and compete. Many organizations continue to operate between experimentation and execution, using AI tools in isolation rather than integrating them into a connected system. As generative AI (gen AI) expands marketers’ ability to create, personalize and act at scale, you will learn to build marketing systems that operate continuously, adapt in real time and drive measurable growth. Seize the opportunity to move beyond fragmentation and build integrated, AI-powered systems that strengthen customer engagement and unlock a true competitive edge.
This program enables you to architect this shift through the Intelligent Marketing Operating System (I-MOS) framework, developed by Professor Mohanbir Sawhney, a globally recognized authority in AI, marketing and business innovation. I-MOS defines what to do and shows how to apply AI across your marketing system. By learning to apply AI across connected workflows and align intelligence, decisioning, execution and governance, you build the capability to design high-performing marketing systems that continuously evolve. The program prepares you with a clear blueprint to translate AI capability into coordinated action, enabling you to run marketing as a unified system that delivers returns tied to your marketing investments.
Architect the Future of Marketing With I-MOS
The I-MOS framework serves as the core architecture for how modern marketing systems can be built and governed. It structures marketing into connected workflows supported by shared memory, specialized services, orchestration and governance, providing a clear foundation for how decisions, execution and control can work together.
With I-MOS, you will architect marketing with precision at every level. You will define system structure, orchestrate workflows and embed control to build a disciplined, scalable function engineered for sustained performance.
65%
Program Outcomes
By the end of this program, you will be able to:
Design connected, AI-native marketing systems that drive continuous learning, coordinated action and compounding performance
Prioritize the right customers using sensing workflows, shared memory and signal-based ideal customer profile (ICP) and positioning
Design decision logic that aligns customer state to the right message, journey and content system.
Define how gen AI and agentic AI operate across marketing workflows within compliance and governance guardrails
Measure marketing impact to demonstrate business value and return on investment (ROI)
Program Highlights
Gain strategic guidance from renowned Kellogg faculty with deep expertise in AI-native marketing, operating system design and organizational transformation.
Engage with a curriculum focused on redesigning marketing as an AI-powered operating system that connects workflows, decisioning and governance.
Build an AI-first marketing playbook that integrates customer intelligence, journeys, content systems, measurement and governance into one connected architecture.
Apply AI within structured workflows to design signal systems, decision logic, modular content and agent-enabled marketing operations.
Collaborate with global marketing leaders to exchange perspectives on system design, AI transformation and scaling marketing performance.
Analyze real-world transformations to understand how organizations move from fragmented campaigns to integrated, AI-native marketing systems.
Utilize structured frameworks and practical tools to design connected marketing systems, apply AI across workflows and translate strategy into execution.
Access recorded sessions that provide flexibility while enabling you to build a connected, AI-led marketing system.
Hear From the Program Faculty
What Will You Learn in the AI‑First Marketing Strategy: Executing Intelligent Systems for Growth program?
This program offers a structured journey that redefines how marketing is designed and led at an organizational level. The curriculum has been developed by Professor Mohanbir Sawhney and co-developed by Krithika Radhakrishnan. It brings together customer signals, strategy, execution and governance into a unified approach that evolves continuously. This is enabled through an operating architecture of shared memory, specialized services and orchestration that runs underneath these workflows. As you progress, you will develop the perspective to orchestrate marketing decisions across the organization and lead transformation with clarity and lasting impact.
Understand why marketing must evolve into a connected system rather than isolated tools and campaigns, and build the foundation for the I-MOS along with the vocabulary and mental model that guide the rest of the program. This module focuses on:
Seven marketing workflows and system design
Four-part architecture: shared memory, services, orchestration and governance
Build a continuous listening capability that replaces episodic research with always-on signal systems. Learn how AI transforms signals into decision-ready insights. This module focuses on:
Behavioral, qualitative, intent and environmental signals
Signal triangulation for deeper insight
Agentic signal service and shared memory
Translate customer understanding into a clear ideal customer profile, positioning and messaging architecture. Move from static segments to signal-based targeting. This module focuses on:
ICP model: Fit × Readiness − Friction
Signal-based segmentation and targeting
Positioning and messaging architecture
Personalization as a strategic choice
Reframe creative operations as a scalable system powered by AI and brand DNA. Move beyond prompts to structured content architectures, transforming content into modular building blocks that AI can assemble in real time. This module focuses on:
Brand DNA coding and modular content systems
Gen AI for scalable content creation
Content assembly and system design
Governance zones for creative control
Design marketing as a continuous system of journeys, decisioning and execution. Connect customer states, triggers and actions across channels. This module focuses on:
State-based journey design and next best actions
Orchestration across channels and content systems
Discovery in AI-powered answer engines
Marketing–finance interface and resource allocation
Understand how to design and deploy AI agents within marketing systems. Balance automation with control using structured frameworks. This module focuses on:
Individual agents, workflows and agentic services
Economics of error and autonomy levels
Agent design: persona, triggers, inputs and actions
Escalation rules and kill-switch conditions
Shift to incrementality — incremental return on ad spend (iROAS) — to isolate true marketing impact. Move beyond dashboards to design measurement systems that drive continuous improvement. This module focuses on:
Incrementality and iROAS
Marketing mix modeling (MMM), multi-touch attribution (MTA) and causal inference
Experimentation and measurement systems
Dynamic budget allocation
Embed governance into marketing systems while leading organizational transformation. Manage risk, compliance and long-term evolution. This module focuses on:
Consent, bias, audit trails and risk controls
Kill-switch protocols and runtime governance
Regulatory considerations in AI marketing
Organizational transformation and future ecosystems
Tools You Will Use
This program includes practical tools that you will leverage to translate strategy into execution, enabling the real-world application of AI across workflows. These tools help you apply AI to core marketing tasks, drive customer engagement and operationalize an AI-driven marketing strategy.
Journey Orchestration Service
Content Brief (Content-to-State Mapping)
Modular Content Architecture
Brand DNA Specification and Brand DNA Coding
Content Assembly Service
Individual Agent Specification
Experimentation and Measurement Service
Governance Controls (Consent, Claims Integrity, Audit Trails and Runtime Monitoring)
30-60-90-Day Migration Roadmap
Note: This AI tool is platform-agnostic and operates independently of any operating system or third-party platform.
AI-First Marketing Playbook
The AI‑First Marketing Strategy program culminates in an AI-first marketing playbook that transforms strategy into a connected, execution-ready operating system. Built progressively throughout the program, it enables you to design an integrated marketing model for your organization or a selected brand.
You will move from diagnosing your current system and defining customer strategy to designing journeys, content systems, agent-enabled workflows, measurement and governance. Each module adds a practical component, from defining your ICP to specifying AI agents and making data-backed decisions.
By the end of the program, you will have a cohesive, executive-ready blueprint to transform marketing into an AI-native operating system.
Who Is the AI‑First Marketing Strategy: Executing Intelligent Systems for Growth program For?
The AI‑First Marketing Strategy: Executing Intelligent Systems for Growth program is designed for senior leaders looking to redesign marketing in an AI-driven environment. It equips participants to move beyond fragmented AI tools, build connected AI-powered systems and create a sustainable competitive edge through system-led transformation. This program is ideal for:
Chief marketing officers and chief growth officers seeking to make AI investments compound, connect marketing to revenue and confidently defend impact while leading organization-wide transformation through a high-performing marketing system
Marketing operations and marketing technology leaders aiming to overcome tool sprawl, poor data flow and manual bottlenecks by building integrated systems that enable scalable, AI-driven marketing
Analytics and customer insights leaders looking to move beyond dashboards to drive decisions, strengthen the link between measurement and budget allocation and improve customer engagement through closed-loop systems
Agency and consulting professionals seeking to move beyond tactical AI adoption and fragmented recommendations to guide clients in building integrated, AI-powered marketing systems
Industry-Inspired Case Studies
L’Oréal
Starbucks
Coca-Cola
Spotify
CDW
David’s Bridal
Yelp
Morgan Stanley
Meet the Faculty
McCormick Foundation Chair of Technology | Clinical Professor of Marketing | Director of the Center for Research in Technology & Innovation
- Has taught over 36,000 participants across 112 countries through executive education programs
- Creator of more than 15 online programs in product strategy, digital innovat...
Why Kellogg Executive Education?
Kellogg Executive Education empowers business leaders to foster growth in themselves, their teams and their organizations. Our renowned faculty, consisting of the world’s best researchers, educators and practitioners, provides practical insights that participants can apply as soon as they return to work. By providing a collaborative immersive environment for our executive development programs, we serve a variety of businesses and executives from a myriad of industries and geographies.
Pathway to Becoming a Kellogg Executive Scholar
Participants who successfully complete the AI‑First Marketing Strategy: Executing Intelligent Systems for Growth will accrue points toward becoming an esteemed Kellogg Executive Scholar, a unique credential that provides the opportunity to customize your pathway to achieve your professional development goals.
Kellogg Executive Education’s expansive program offerings allow you to build a variety of competencies focused on practical application. More than learning to lead, the path to becoming a Kellogg Executive Scholar is about leading through learning.
Certificate
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion. This program is graded as a pass or fail; you must receive 80% to pass and obtain the certificate of completion.
After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.
FAQs
The AI‑First Marketing Strategy: Executing Intelligent Systems for Growth is an eight-week online program designed for marketing professionals and marketing leaders to help them redesign how marketing operates in an AI-driven environment. Unlike a typical artificial intelligence marketing course, this program focuses on building connected AI systems that integrate intelligence, decisioning, execution and governance across marketing processes. Participants learn to move beyond standalone AI tools and design AI-powered systems that enhance customer engagement and improve marketing performance.
The value of an AI in marketing course depends on your role and goals. If you are navigating a rapidly evolving digital marketing landscape, this AI training for marketers offers a structured way to apply artificial intelligence across marketing processes and workflows. It will enable you to apply AI for marketing, integrate AI tools and improve marketing performance through system-level thinking and continuous optimization.
The best AI marketing course is one that aligns with your strategic goals and enables real-world application. AI‑First Marketing Strategy: Executing Intelligent Systems for Growth from Kellogg Executive Education stands out among other options by focusing on designing connected AI systems rather than isolated use cases. It integrates predictive analytics and real-world case studies to help marketing teams build scalable, AI-driven marketing systems across the customer journey.
The AI‑First Marketing Strategy: Executing Intelligent Systems for Growth from Kellogg Executive Education delivers value for marketing professionals and leaders seeking to integrate AI into core marketing efforts and lead transformation. This AI marketing program combines structured frameworks, AI-powered tools and applied learning to help participants design systems that improve campaign performance, strengthen customer engagement and create a sustained competitive advantage.
The program fee for the AI‑First Marketing Strategy: Executing Intelligent Systems for Growth is available on the official program page. The fee for this training program typically includes academic content, online sessions and faculty interaction. Additional costs, if applicable, may include optional networking opportunities.
Career outcomes depend on individual goals. You will complete this AI learning journey with the ability to lead AI-driven transformation across your marketing teams. It builds your capabilities in applying AI tools, improving marketing performance and driving strategic growth, enabling you to take on more impactful leadership roles
Advancing in today’s environment requires combining marketing expertise with AI technologies and data-driven decision making. This AI training for marketers and leaders helps you to strengthen marketing analytics, redesign marketing processes and improve marketing campaigns by embedding AI into workflows and decision systems.
This AI marketing course is designed for experienced marketing professionals, marketers and marketing leaders across industries. No formal technical background in machine learning or artificial intelligence is required. The program focuses on enabling participants to apply AI effectively within business and marketing contexts.
Choosing the right AI marketing program depends on your goals and desired outcomes. The AI‑First Marketing Strategy: Executing Intelligent Systems for Growth from Kellogg Executive Education stands out by enabling participants to integrate AI tools, design connected AI systems and execute AI-driven marketing strategies across the full customer journey, rather than focusing just on isolated applications.
While experience builds context, a structured artificial intelligence marketing course provides a comprehensive approach to AI in marketing. This training program combines faculty expertise, peer learning and applied frameworks to help professionals gain new skills, drive innovation and stay ahead in an increasingly AI-powered business environment.
Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)
Flexible payment options available.
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