Build hands-on generative AI (GenAI) skills to future-proof your digital marketing career! This specialization from IBM is specifically designed to give marketing managers, content creators, freelance writers, bloggers, startup founders, and small-business owners the highly sought-after, hands-on skills to harness GenAI effectively in just four weeks. No prior AI experience required.

As you learn, you’ll master the core concepts of GenAI, along with prompt engineering techniques that create high-quality, audience-focused content efficiently. You’ll explore how to use GenAI tools for automating content creation, blogs, ad copy, and social posts, and for optimizing audience segmentation, keyword research,SEO, and digital advertising. You’ll also learn how AI can personalize e-commerce and email marketing experiences for better engagement.

You’ll then dive into Generative Engine Optimization (GEO), to understand how AI-powered engines like AI Overviews, Copilot, Perplexity, and ChatGPT interpret and cite content. Plus, you’ll get hands-on designing AI-friendly formats, structuring entity-driven content, and measuring visibility using emerging GEO metrics.

 If you’re keen to future-proof your digital marketing career with GenAI and GEO skills businesses need, enroll today!

Applied Learning Project

Through hands-on labs and projects, you’ll gain practical, job-ready skills in applying GenAI tools to real-world digital marketing scenarios. Skills you’ll practice include crafting effective prompts, optimizing marketing campaigns, enhancing digital advertising and e-commerce, improving SEO and GEO, and personalizing email marketing

Example projects include:

• Generate Text Using Generative AI

• Generating Text, Images, and Code

• Naive Prompting and the Persona Pattern

• The Chain-of-Thought Approach in Prompt Engineering

• •The Tree-of-Thought Approach in Prompt Engineering

• Creating Ad Copy with Generative AI

• Creating AI-Generated Visuals

• Optimize SEO with Generative AI

• Personalizing Content with AI

• Generating Personalized Product Recommendations

• Generating Email Subject Lines and Email Content

• Mapping Keywords, Entities, and AI Queries

• Restructuring Content for AI-Friendly Formats (FAQs, Lists, and Summaries)

• Analyzing GEO Metrics and AI Search Visibility