ARTIFICIAL INTELLIGENCE AND BRAND COMMUNICATION
Instructional goals
This course explores how branding is evolving in a world increasingly shaped by artificial intelligence. It blends theoretical frameworks with real-world brand and advertising cases to help students critically evaluate and practically apply AI tools in brand identity, storytelling, content production, and customer experience design. Students will work on creative labs aimed at simulating professional branding and advertising scenarios enhanced (or threatened) by AI.
Intended learning outcomes
By the end of the course, students will be able to:
- Understand and critically assess the impact of artificial intelligence on branding practices.
- Apply key theoretical frameworks to analyze the role of AI in brand identity, storytelling, and communication strategies.
- Experiment with AI-based tools for content generation, brand design, and customer interaction across multiple touchpoints.
- Design brand strategies that integrate AI in a meaningful, ethical, and consumer-relevant way.
- Collaborate on creative projects simulating real-world branding scenarios involving generative AI technologies.
- Reflect on the ethical, cultural, and strategic implications of adopting AI in branding.
Course Contents
Core contents:
- Marketing strategy in the age of AI.
- Brand-consumer relationships and biases.
- AI-chatbots and customer experience.
- AI recommendation and personalization.
- AI in & for communication.
- Creativity & ethical frontiers.
Reference Books
Academic papers; slides and teaching team's curated content; case-studies.
Teaching Methods
The teaching method consists of frontal lessons about scientific literature and real-world examples, as well as applied activities.
Assessment Method
Student evaluation will be based on two components:
- Final exam (70%): Written exam aimed at assessing students’ understanding of key theories, concepts, and their critical application to AI and branding.
- Group project (30%): A team-based project where students develop a brand strategy or creative prototype integrating AI tools. The project work will take place during our bi-weekly laboratory sessions.
Thesis assignment criteria
This class relies on the Marketing department process for the thesis assignment criteria.
Week 1
Presentation of the course and of the activities connected.
Week 2
Module 1. How AI is reshaping brand strategy, from positioning to value creation.
Focus: understand how data-driven insights and automation influence strategic brand decisions.
Week 3
Module 1: Laboratory session and in-class work.
Week 4
Module 2: How AI builds on cultural tensions and mediates relationships between brands and consumers, highlighting both opportunities and risks.
Focus: learn to critically assess the social and cultural tensions of the AI social context.
Week 5
Module 2: Laboratory session and in-class work.
Week 6
Module 3: Analysis of the role of conversational agents and virtual assistants in enhancing customer experience.
Focus: show students how brands design AI chatbots to provide seamless, scalable, and personalized interactions.
Week 7
Module 3: Laboratory session and in-class work.
Week 8
Module 4: Review of recommendation systems and hyperpersonalization as core tools in brand communication.
Focus: learn how to evaluate how predictive analytics and machine learning shape consumer journeys and influence decision-making.
Week 9
Module 4: Laboratory session and in-class work.
Week 10
Module 5: Critical analysis of how generative AI transform content creation, storytelling and campaign design.
Focus: review both the creative and managerial potential and challenges of integratingAI into brand communication.
Week 11
Module 5: Laboratory session and in-class work.
Week 12
Module 6:
Tensions between AI-driven creativity and ethical responsibility.
Focus: challenge students with notions on authenticity, intellectual property, privacy, and the impact of automating brand communication.