Wharton Executive Education has announced the launch of a hybrid program to help senior executives apply artificial intelligence to marketing and enterprise strategy.
The program, “AI in Marketing: Creating Customer Value in an AI-Driven Enterprise,” was launched on Oct. 30 and will run from March to April 2026. Its core curriculum builds on the Wharton School's prior research on emerging AI technology to help participants understand the role AI can play in transforming the marketing value chain.
The program is co-directed by K.P. Chao Professor of Marketing, Statistics, Education, and Economics Eric Bradlow and Sebastian S. Kresge Professor of Marketing Stefano Puntoni. In the announcement, Bradlow emphasized the importance of business leaders understanding and using AI for marketing.
“Marketing has always been the engine of value creation,” Bradlow wrote in the announcement. “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.”
The program will follow a hybrid format that “offers flexibility for busy executives” while operating asynchronous modules, virtual live sessions, and concluding with on-campus events at the Steinberg Conference Center in early April.
“This new blended model isn't just about convenience or shorter travel — it’s about making learning more effective,” Puntoni wrote in the announcement. “By combining online and in-person experiences, we give participants time to absorb ideas, reflect, and arrive on campus ready for richer, deeper discussion.”
The program builds upon Wharton’s Generative AI Adoption Report to teach participants how AI-driven frameworks help marketers test, refine, and optimize strategies while also gaining a broader understanding of how AI transforms each stage of the marketing value chain.
Topics the program will touch on include pricing, brand strategy, and large language model optimization.
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“Marketing is likely to be the business function most transformed by generative AI,” Puntoni wrote in the announcement. “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.”
