Wharton Executive Education Launches AI In Marketing Program To Equip Leaders For AI-Driven ...

Artificial Intelligence is here. It’s reshaping every corner of enterprise, especially how organizations create and communicate value. Wharton Executive Education saw this massive technological shift coming, recognizing that senior executives needed immediate, actionable guidance, not just general theory. They responded by launching a focused hybrid program titled, “AI in Marketing: Creating Customer Value in an AI-Driven Enterprise.” This isn't theoretical philosophy; it’s dedicated application.

The program, announced on October 30, aims to equip senior leaders with the necessary tools to deploy AI effectively across marketing and enterprise strategy when it runs between March and April 2026.

Guiding the Transformation

Two renowned faculty members are charting the course for this essential training.

K.P. Chao Professor Eric Bradlow, who also holds appointments in Statistics, Education, and Economics, co-directs the effort. Bradlow emphasized that marketing remains the true engine of value creation. What has changed is the method. He stressed that leaders must evolve their strategic judgment rapidly to ensure AI technology actually delivers on its ambitious promises—transforming everything from initial customer insight to final implementation.

The technology needs guidance.

Sebastian S. Kresge Professor of Marketing, Stefano Puntoni, focused on the delivery model itself. The curriculum follows a hybrid structure designed to accommodate executives juggling demanding schedules. This includes asynchronous modules and live virtual sessions. Puntoni noted this isn't simply about convenience or reduced travel.

It is about effectiveness. Combining online pre-work with an in-person conclusion allows participants necessary time to absorb complex ideas, reflect on their unique company challenges, and arrive on campus ready for richer, deeper discussion.

Focused Strategic Toolkit

The program's core curriculum is highly specific.

It builds directly upon Wharton’s extensive prior research into emerging AI technology, particularly leveraging findings from the school's Generative AI Adoption Report. Participants will explore how specific AI-driven frameworks can help marketing teams test, refine, and optimize complex strategies. They will gain a broader, systemic understanding of how AI transforms each distinct stage of the marketing value chain, avoiding fragmented implementation.

This addresses real-world incidents, like the sudden necessity to manage the output of powerful Large Language Models (LLMs) which became central to content creation almost overnight.

Key areas of strategic focus include:

* Refining enterprise brand strategy in an automated environment. * Optimization of Large Language Models (LLMs) for unique business needs. * Integrating AI into pricing mechanisms and decision-making processes. * Testing and refining marketing strategies using AI-driven frameworks. * The program culminates in on-campus events held at the Steinberg Conference Center in early April.