Wharton Executive Education Launches AI in Marketing: Creating Customer Value in an AI-Driven Enterprise
Blended Executive Program Equips Leaders to Drive Strategic Growth Through AI
Philadelphia, October 30, 2025 - Wharton Executive Education has introduced AI in Marketing: Creating Customer Value in an AI-Driven Enterprise, a blended online and in-person program built for senior leaders who want to turn AI into measurable outcomes across marketing and enterprise strategy.
As AI rewires how companies create, deliver, and sustain customer value, the bar for marketing leadership gets higher. This program closes the gap between promising tools and real 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."
Why this matters for executives
The goal is simple: help you make better calls, faster, with data and AI supporting every step - from insight to execution. You'll translate AI's capabilities into initiatives that increase revenue, reduce cost, and improve customer experience.
- Rebuild your growth thesis with AI-driven segmentation, experimentation, and pricing.
- Upgrade brand, content, and product workflows with generative tools and LLM optimization (LLMO).
- Operationalize AI across the customer lifecycle with automation and agents.
- Pressure-test decisions with digital twins and causal inference, not just dashboards.
A blended experience built for busy leaders
The program runs in three phases that combine flexibility with high-contact learning. You get time to absorb ideas online, then arrive on campus ready for deeper debate and application.
"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, co-director of Wharton Human-AI Research, and 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."
Schedule at a glance (March-April 2026)
- Self-Paced Online Modules - March 2026: On-demand videos and exercises covering foundational concepts
- Live Online Sessions - March 25-26, 2026: Interactive, faculty-led discussions
- In-Person Experience - April 8-10, 2026: Immersive workshops and peer exchanges at Wharton's Philadelphia campus
Faculty and focus areas
Learn from Wharton faculty known for turning rigorous research into practical playbooks: Eric T. Bradlow, Stefano Puntoni, Kartik Hosanagar, Raghu Iyengar, Annie Wilson, and Gideon Nave. The curriculum draws on the Wharton AI & Analytics Initiative and covers classic marketing domains alongside frontier topics like digital twins, AI agents, and LLMO.
Session topics
- AI and the Customer Experience
- AI and Search: From SEO to LLMO
- AI and the Evolving Customer Lifecycle: 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 Drive Growth in a Mature Industry
"Marketing is likely to be the business function most transformed by generative AI," notes 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."
Who should enroll
CMOs, GMs, heads of growth, product and CX leaders, and senior executives responsible for GTM and enterprise strategy. If you own a P&L or influence one, you'll find immediate application.
Enrollment and tuition
Enrollment is open now. Preferred tuition benefits are available for those who reserve a seat by January 31, 2026.
Learn more and apply at Wharton Executive Education.
About Wharton Executive Education
For 35 years, Wharton Executive Education has led executive development worldwide. Grounded in the Wharton School's analytical rigor and forward-looking research, its individual, online, and custom programs prepare more than 100,000 professionals annually to advance their careers and organizations.
About the Wharton School
Founded in 1881 as the first collegiate business school, the Wharton School of the University of Pennsylvania advances business practice through research, teaching, and a global community of leaders. With more than 235 faculty and 5,000 undergraduate, MBA, executive MBA, and doctoral students, Wharton reaches over 100,000 professionals each year through Executive Education. The alumni network spans 105,000+ leaders worldwide. Visit wharton.upenn.edu.
Optional resource
Looking to complement your learning with role-specific AI upskilling? Explore curated options for executives at Complete AI Training.
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