Darden is providing "Artificial Intelligence in Marketing," an online course led by Professor Raj Venkatesan, drawing on his expertise at the intersection of AI, analytics and marketing to help learners understand how organizations can incorporate AI into marketing strategy.
Expert
Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration
Insights
AI is reshaping marketing by changing what makes customer data valuable. Darden Professor Raj Venkatesan explains why competitive advantage now depends less on collecting more data and more on using AI to transform it into customer knowledge that drives smarter decisions and stronger performance.
The challenge for marketers is no longer whether to use AI, but how to choose among the flood of potential projects competing for budget. UVA Darden professor Rajkumar Venkatesan, who advises Fortune 500 companies on AI adoption in marketing, has developed a framework to help cut through the noise.
Why do some brands succeed at omnichannel retailing while others falter? A new case from UVA Darden professors Raj Venkatesan and Samuel Levy and Katherine Nunner (’25) and Saru Guneja (’25) explores the Amazon dilemma through Caspari, a global publisher of design-driven paper products.
Many people are worried about AI taking their jobs. The companies making AI tools are also concerned, notably about the public’s trust in the new technology. Ideas to Action checked in with UVA Darden faculty to learn more about trust and AI.
The latest advances in AI offer companies unprecedented opportunities to become more customer centric. As Darden School of Business Professor Rajkumar Venkatesan expounds in his recent book, The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing, AI can help companies create and deliver superior customer value through personalized products and services.
Leverage the potential of artificial intelligence, the value of first-party data and the power of stickers: Darden Professor Raj Venkatesan discusses the importance of personalization and data-driven marketing — and offers his blueprint to navigating the marketing revolution.
The economic base of the postindustrial world is defined by technology and service industries and the rapid way machine learning is changing them. Artificial intelligence’s influence on consumer expectation and business strategy has changed the way the workforce delivers goods and services — and is existentially changing the workforce itself.
TV ads? Pay-per-click? Organic search? Fine-grained data about consumer interactions with brands is helpful if marketers know how to identify the value of the channels used and see their contributions to customer acquisition and retention. Developing an attribution model is a gradual process; here are four key stages in the journey.
Darden experts offer some examples of varied workplace functions on which data analytics can have massive impact. It serves, drives and can lead to wild (though methodically so) success in multiple and varied areas of an organization.
