Date, Location, & FeesBlended Program Structure$9,350*Preferred Pricing Available, See Details BelowSelf-Paced Online Modules: March 2026Live Online Sessions: March 25 – 26, 2026In-Person Experience: April 8 – 10, 2026Philadelphia, PA Drag for more Program ExperienceWho Should AttendFaculty Program ExperienceHighlights and Key Outcomes Fueled by insights from the Wharton AI & Analytics Initiative and delivered in a blended format that combines online learning and on-campus collaboration, AI in Marketing: Creating Customer Value in an AI-Driven Enterprise equips executives to lead the next era of intelligent growth. During AI in Marketing: Creating Customer Value in an AI-Driven Enterprise, you will: Explore how AI transforms every stage of the marketing value chain — from customer insight and segmentation to creative, pricing, and brand strategy Learn to harness generative and analytical AI at a deeper level to synthesize actionable data and build living models such as digital twins Learn how AI-driven frameworks help marketers test, refine, and optimize strategy across the marketing mix Engage directly with top faculty leading the Wharton AI & Analytics Initiative while working alongside global peers and building an invaluable network Blended Program Structure: A Three-Phase Format Designed for How Leaders Learn Today This program’s three-part format combines self-paced online, live online, and in-person learning to give participants both flexibility and focus. Each phase builds on the last, creating space to reflect, apply new ideas, and connect insights before the on-campus experience. It reflects a broader pedagogical evolution that recognizes how leaders learn today: through ongoing engagement, practical application, and meaningful connection. By the time participants arrive in Philadelphia, they’ve tested concepts and sharpened their questions. They’re ready for hands-on discussion, collaboration, and planning that turn ideas into action and learning into lasting impact. Program Schedule Self-Paced Online Modules — March 2026: On-demand videos and exercises introducing foundational concepts in AI, analytics, and marketing transformation Live Online Sessions — March 25–26, 2026: Interactive faculty-led discussions, group work, and Q&A sessions that foster intellectual exchange and expand perspectives In-Person Experience — April 8–10, 2026: Immersive workshops and peer exchanges at Wharton’s Philadelphia campus to translate learning into actionable, real-world strategies Experience and Impact The program’s core curriculum is grounded in current Wharton research, including Wharton’s Generative AI Adoption Report, which identifies marketing as the top functional use case for AI across industries. Through sessions led by Wharton faculty and experts from the Wharton AI & Analytics Initiative, participants will explore how AI is changing classic topics like brand strategy and pricing, along with how AI is creating new marketing topics like digital twins and large language model optimization (LLMO). Participants will come away with a deeper understanding of how AI can elevate marketing strategy, performance, and impact across the organization. They’ll gain actionable frameworks and real-world applications to strengthen analytical thinking, creative experimentation, and cross-functional leadership. 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 Due to our application review period, applications submitted after 12:00 p.m. ET on Friday for programs beginning the following Monday may not be processed in time to grant admission. Applicants will be contacted by a member of our Client Relations Team to discuss options for future programs and dates. Who Should AttendThis program is specifically designed for senior leaders and decision makers throughout the organization, including: Senior marketing and strategy leaders (CMOs, VPs and directors of marketing, heads of customer experience, strategy executives) Executives responsible for driving brand, customer engagement, or marketing transformation strategy Cross-functional executives in product, innovation, technology, finance, and general management who must understand and guide how AI reshapes customer value creation Plan Your StayThis program is held at the Steinberg Conference Center located on the University of Pennsylvania campus in Philadelphia. Meals and accommodations are included in the program fees. Learn more about planning your stay at Wharton’s Philadelphia campus. Group EnrollmentTo further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants. FacultyEric Bradlow, PhDSee Faculty BioCo-Academic DirectorThe K. P. Chao Professor; Professor of Marketing; Vice Dean of Analytics at Wharton; Chairperson, Wharton Marketing Department, The Wharton School; Professor of Economics; Professor of Education; Professor of Statistics, University of PennsylvaniaResearch Interests: Bayesian computation, latent variable models, marketing research methods, missing data problems, analytics, psychometricsStefano Puntoni, PhDSee Faculty BioCo-Academic DirectorSebastian S. Kresge Professor of Marketing; Professor of Marketing; Co-Director, Wharton Human-Centered Technology Initiative, The Wharton SchoolResearch Interests: New technologies in marketing, technology adoption, brand management, consumer decision makingKartik Hosanagar, PhDSee Faculty BioJohn C. Hower Professor; Professor of Operations, Information and Decisions, The Wharton SchoolResearch Interests: Internet advertising, internet marketing, and mediaRaghuram Iyengar, PhDSee Faculty BioMiers-Busch, W’1885 Professor; Professor of Marketing; Faculty Director of Innovation, Experiential Learning and Research Initiatives, Analytics at Wharton, The Wharton SchoolResearch Interests: Pricing, social influence, social networksGideon Nave, PhDSee Faculty BioCarlos and Rosa de la Cruz Associate Professor; Professor of Marketing, The Wharton SchoolResearch Interests: Computational neuroscience, cognitive psychology, game theory, machine learningAnnie WilsonSee Faculty BioSenior Lecturer of Marketing, Faculty Director of MUSEResearch Interests: minimalism, signaling in consumer behavior, and responses to resource scarcity Date, Location, & FeesBlended Program Structure$9,350*Preferred Pricing Available, See Details BelowSelf-Paced Online Modules: March 2026Live Online Sessions: March 25 – 26, 2026In-Person Experience: April 8 – 10, 2026Philadelphia, PA Apply Now Preferred Pricing Now Available*Reserve your seat by January 31, 2026 to secure a $500 tuition benefit. Early tuition: $8,850; standard tuition: $9,350. Hotel Information Fees for on-campus programs include accommodations and meals. Prices are subject to change. International Travel Information »Plan Your Stay » Related ProgramsAnalytics for Strategic Growth: AI, Smart Data, and Customer InsightsGenerative AI and Business Transformation Contact UsSchedule a personalized consultation to discuss your professional goals: +1.215.898.1776 execed@wharton.upenn.edu
