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Wharton Executive Education has announced the launch of AI in Marketing: Creating Customer Value in an AI-Driven Enterprise, a new blended online and in-person program designed for senior leaders and executives who want to understand and apply AI to marketing and enterprise strategy.

As AI transforms how organizations create, deliver, and sustain customer value, marketing leaders are increasingly responsible for bridging technology and strategy. This program helps executives do exactly that—translating AI’s capabilities into measurable business impact.

“Marketing has always been the engine of value creation,” said Eric T. Bradlow, the program’s co-academic director, professor of marketing, and vice dean of AI & Analytics at the Wharton School. “What’s different today is how AI is reshaping that process—from customer insight to implementation—and how leaders must evolve their strategic judgment to ensure technology truly delivers on its promise.”

Delivered in a three-phase blended format that combines self-paced online learning, live virtual sessions, and an immersive on-campus experience at Wharton’s Philadelphia campus, the program offers flexibility for busy executives while maintaining Wharton’s signature rigor and engagement.

“This new blended model isn’t just about convenience or shorter travel—it’s about making learning more effective,” said Stefano Puntoni, co-academic director of the program, co-director of Wharton Human-AI Research, and the Sebastian S. Kresge Professor of Marketing. “By combining online and in-person experiences, we give participants time to absorb ideas, reflect, and arrive on campus ready for richer, deeper discussion.”

Participants will explore how AI is redefining both the practice and purpose of marketing under the guidance of Wharton’s leading faculty, including Kartik Hosanagar, Raghu Iyengar, Annie Wilson, and Gideon Nave. Drawing on research from the Wharton AI & Analytics Initiative, the curriculum examines how AI is changing classic marketing domains such as brand strategy, pricing, and customer insight, while also introducing emerging areas like digital twins, automation across the customer journey, and large language model optimization (LLMO).

Session topics include:

• AI and the Customer Experience
• AI and Search: From SEO to LLMO
• AI and the Evolving Customer Journey: What’s Next for B2B and B2C
• AI for Ideation: New Product Development
• AI and Branding
• AI for Marketing Research and Insights
• AI Agents: When Your Customer Is a Bot
• Using AI to Unlock Growth in a Mature Industry

“Marketing is likely to be the business function most transformed by generative AI,” noted Dr. Puntoni. “So much of what marketers do involves creating content and understanding customers. The overlap with AI’s capabilities is enormous, and that makes this an exciting and necessary moment for marketing leaders to rethink how they create value.”

AI in Marketing runs from March through April 2026, with the following blended learning schedule:

1. Self-Paced Online Modules—March 2026: On-demand videos and exercises introducing foundational concepts
2. Live Online Sessions—March 25-26, 2026: Interactive faculty-led discussions
3. In-Person Experience—April 8-10, 2026: Immersive workshops and peer exchanges at Wharton’s Philadelphia campus

Enrollment for the program is now open. Preferred tuition benefits are available for those who reserve their seat by January 31, 2026.