Digital marketing used to mean choosing the right channel and writing good copy for it. Today, the channel itself decides what a user sees before a marketer does — recommendation engines, ad auctions, and search algorithms are all making micro-decisions in real time, and a strategy that ignores how those systems work is competing blind.

The Arab British Fellowship Training Academy built this programme to equip marketing professionals with the conceptual grounding to work with AI systems across the customer journey — from data and automation tools through search, social, and campaign performance — delivered as structured knowledge without case studies or practical exercises.

Who Should Attend?

• Marketing managers and specialists in commercial and service sectors.
• Professionals in advertising and digital marketing agencies.
• Entrepreneurs and start-up owners operating in digital markets.
• Anyone developing their skills in AI-driven marketing strategy.

Course Objectives

By the end of the programme, participants will be able to:

• Explain the role of AI in evolving digital marketing systems.
• Use big data and AI tools to enhance customer experience.
• Apply AI to manage and optimise marketing campaigns, search, and social channels.
• Build data-driven marketing strategies based on behavioural analysis and prediction.
• Evaluate the ethical questions and future direction of AI in marketing.

Module 1: How Artificial Intelligence Is Rewriting the Rules of Digital Marketing

• Definition of AI and its relevance to marketing.
• Differences between traditional and intelligent digital marketing.
• The evolving relationship between technology and consumer behaviour.

Module 2: Data: The Raw Material Powering AI Marketing

• Collecting and analysing behavioural user data.
• The role of big data in market insight.
• Predictive data-analysis tools for marketing campaigns.

Module 3: The AI Toolbox Every Digital Marketer Should Know

• Recommendation systems, chatbots, and campaign automation.
• Keyword prediction and ad performance in search marketing.
• Analysing social media data for audience insight, and using AI to boost SEO.

Module 4: Designing Smarter Customer Experiences

• Personalising content based on behaviour and tracking the digital customer journey.
• Improving interfaces and usability with smart systems.
• Dynamic audience segmentation and real-time adaptation to customer preferences.

Module 5: Measuring What Matters: Campaign Performance with AI

• Machine learning algorithms in performance evaluation.
• Tracking and analysing customer engagement.
• Enhancing targeting and reducing acquisition costs.

Module 6: From Data to Strategy: Building AI-Driven Marketing Plans

• Phases of data-based strategic planning.
• Setting objectives and performance indicators using AI.
• Integrating AI tools into the overall marketing strategy.

Module 7: Ethics, Fairness and Data Privacy in AI Marketing

• Ethical challenges related to data privacy.
• Transparency in AI-driven content and communication.
• Ensuring fairness and avoiding algorithmic bias.

Module 8: What's Next: The Future of Intelligent Marketing

• Marketing through augmented and virtual reality.
• Generative AI in content creation.
• The future of automation in digital strategy.