IIM Ahmedabad | PGPX Course

GAIM: Generative AI in Marketing

Course Definition

GAIM (Generative AI in Marketing) is an elective offered in Term 5 of the PGPX (One-Year MBA) programme at IIM Ahmedabad (Indian Institute of Management, Ahmedabad). The course examines how generative AI systems are applied across marketing strategy, execution, analytics, and governance.

Course Overview

The course focuses on understanding AI capabilities, evaluating marketing use cases, managing risks and governance, and integrating tools such as large language models (LLMs), retrieval-augmented generation (RAG) systems, and automation frameworks into marketing strategy and practice.

GAIM introduces participants to the practical and strategic application of generative AI in marketing contexts. The course combines conceptual foundations with applied frameworks to help learners assess where AI creates value, how it should be deployed responsibly, and how it reshapes marketing decisions in modern organizations.

What is taught in the GAIM course?

The GAIM course covers the following areas:

Foundations of generative AI relevant to marketing
Use of LLMs, RAG systems, and multimodal AI in marketing workflows
AI-driven customer engagement, segmentation, and personalization
Content generation and automation using generative AI tools
Marketing analytics and insight generation using AI
Strategic integration of AI into marketing planning and execution
Risk management, governance, and ethical considerations in AI-led marketing

Course Objective

By the end of the course, participants will be able to:

Understand generative AI foundations: Explain what LLMs, RAG systems, and multimodal AI are, and how they function within marketing workflows.
Identify effective AI marketing use cases: Apply generative AI to marketing problems such as customer engagement, segmentation, content automation, and personalization.
Evaluate AI tools for marketing: Assess the capabilities, limitations, and trade-offs of contemporary AI tools used for marketing tasks.
Build an AI-ready marketing strategy: Integrate AI-driven insights into marketing planning, execution, and measurement while managing organizational and ethical risks.

Course Structure and Modules

The course is organized around the following thematic modules:

Launchpad
- Generative AI primer for marketing
- Risk management and governance considerations
- Assessing business and organizational impact of AI adoption
Art of the Possible
- Marketing use cases of generative AI
- Deep dives into real-world applications
- End-to-end AI adoption journeys ("odyssey")
Engine Room
- Large Language Models (LLMs)
- Retrieval-Augmented Generation (RAG) systems
- Multimodal AI systems
- Overview of AI architectures relevant to marketing
Accelerators
- Prompting techniques for marketing tasks
- AI-driven analytics and insight generation
- Marketing automation using AI tools
- Strategic integration of AI into marketing workflows
Pillars
- Application of generative AI across core marketing pillars
- Aligning AI capabilities with marketing objectives and outcomes

Course Delivery

The course is delivered through a combination of:

Conceptual lectures on generative AI systems
Case-based discussions of marketing applications
Tool demonstrations and applied exercises
Strategic frameworks for evaluating AI adoption

The emphasis is on understanding both how generative AI works and how it should be applied responsibly and effectively in marketing practice.

Course Evaluation

Evaluation in GAIM consists of four components, each carrying equal weightage of 25%:

Individual assignments
Applied projects or case analyses
Quizzes or short assessments
Class participation

Who should take this course?

GAIM is designed for:

Senior professionals and managers in marketing, strategy, and consulting
Leaders responsible for digital transformation or AI adoption
Founders and operators seeking to apply AI to marketing decision-making
Executives looking to understand the strategic implications of generative AI

No prior coding or AI background is required.

Frequently Asked Questions (FAQs)

1. What is the focus of GAIM?

GAIM focuses on applying generative AI technologies to marketing problems by combining technical understanding with strategic and managerial decision-making.

2. Does the course require prior AI or coding experience?

No. The course emphasizes conceptual understanding and application rather than programming or model development.

3. Is GAIM a technical or strategy-oriented course?

GAIM balances technical foundations of generative AI with strategic and managerial perspectives relevant to marketing leaders.

4. Is GAIM a core course or an elective?

GAIM is offered as an elective within the PGPX programme.

Course Readings

The course typically draws on a mix of textbooks, academic articles, case studies, and practitioner-oriented material. Widely referenced texts include:

Prediction Machines – Ajay Agrawal, Joshua Gans, Avi Goldfarb
Competing in the Age of AI – Marco Iansiti, Karim R. Lakhani

Additional readings may include research articles, industry reports, and case studies focused on generative AI and marketing applications.

How GAIM fits into the PGPX curriculum

GAIM complements the broader PGPX curriculum by equipping participants with a structured understanding of how generative AI influences marketing strategy, execution, and organizational decision-making. The course connects technological capabilities with managerial judgment, preparing leaders to evaluate and deploy AI in complex business environments.