A generic marketing message sent to an entire customer list gets ignored more often than it gets opened — and in a market this crowded, that is a cost businesses can no longer absorb. Personalised marketing, powered by artificial intelligence, is how brands respond: analysing individual behaviour and preferences at scale, then delivering content, recommendations, and offers that speak to one customer instead of a segment.

This Arab British Fellowship Training Academy programme walks marketers through applying machine learning and natural language processing to build genuinely personalised experiences, from data collection through to measuring what that personalisation actually delivers.

Who Should Attend?

• Marketing managers and digital marketing specialists.
• Entrepreneurs and small business owners.
• University students and graduates.
• AI engineers and software developers.
• Marketing consultants and brand managers.

Course Objectives

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

• Explain personalised marketing and how it is tailored to individual customer needs.
• Apply AI, machine learning, and natural language processing concepts to marketing.
• Collect and analyse data from multiple sources to extract insight into customer behaviour.
• Use AI to personalise campaign messaging, content, and user experiences.
• Automate marketing processes and integrate AI into innovative personalised strategies.
• Predict future shifts in customer behaviour and adapt strategy accordingly.

Module 1: Why One-Size-Fits-All Marketing No Longer Works

• The concept of personalised marketing and its role in attracting and retaining customers.
• Defining AI, machine learning, and natural language processing, and how they apply to marketing.

Module 2: Data Foundations: Collecting and Understanding Customer Signals

• Techniques for collecting data from multiple sources: websites, social media, and databases.
• Using AI tools to analyse data and extract insight into customer behaviour and preferences.
• Data-mining techniques for discovering patterns and trends in large datasets.

Module 3: From Insight to Personalized Campaigns and Experiences

• Using AI to deliver content matched to each customer's interests and improve ad targeting.
• Designing AI-based recommendation systems for personalised products or services.
• Improving customer engagement through experiences built on individual data and behaviour.

Module 4: Proving Impact: Measuring What Personalization Delivers

• Defining and measuring key performance indicators for AI-driven marketing campaigns.
• Analysing campaign results and generating recommendations for improvement.

Module 5: Ethics and Technical Limits of AI-Driven Personalization

• Technical challenges companies face when applying AI to personalised marketing.
• Ethical issues related to AI use, including privacy and bias.