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The Gist
- Rapid adoption. Generative AI is transforming marketing, prompting a need for up-to-date certifications.
- Skill upscaling. Certification programs offer marketers essential skills for driving innovation in campaigns and content.
- Career leverage. Generative AI expertise through certification can set marketers apart, optimizing workflows and boosting employability.
As generative AI transforms marketing content creation and customer experiences, marketers need to quickly get up to speed in order to leverage the opportunities it presents. Certification in generative AI applications demonstrates expertise in driving innovation through the responsible use of large language models such as DALL-E 2, ChatGPT, Bard, Bing, Claude and more. Structured certification programs provide marketers with the latest best practices to generate content at scale, uncover insights, boost campaigns and elevate brand interactions using AI. This article will examine the top 6 free and premium generative AI certification courses.
Why Generative AI Is Vital for Marketers
Most people are aware of generative AI’s impact across all major industries. There are now generative AI applications specifically available for various industries including:
- Healthcare
- Education
- Fashion
- Banking
- Gaming
- Travel
- Retail
- Insurance
- Manufacturing
- Customer service
- Marketing
- HR
- Supply chain & procurement
- Legal
- Sales
OpenAI sparked today’s generative AI excitement in November 2022 by unveiling ChatGPT — a remarkably skilled chatbot powered by a large language model that can converse on any topic and generate stories, poetry, research articles, music lyrics, marketing content and more. Many marketers immediately took notice, and began to rapidly leverage generative AI applications to augment and automate key activities. For content production, generative AI’s image, video, and text generation saves time and effort while providing unlimited fresh assets and marketing copy.
John Xie, co-founder and CEO at Taskade, an AI-powered SaaS platform, told CMSWire that as generative AI skills become more important for everyday marketers, AI certifications become more and more popular. “As an AI expert, I believe generative AI certifications to be useful for both attaining new skills, mastering your knowledge, and increasing your chances of finding great employment.”
By mastering the use of generative AI today, marketers will be in a better position in the future to differentiate themselves by using generative AI to create unique, appealing content. Ahsan Tahir, CEO of Walee, a creator economy ecosystem backend, told CMSWire that as standard AI tools emerge, homogenous, boring, uncreative ads will flourish. “Differentiation and the need for genuinely creative and engaging work will become a premium,” said Tahir. “For now, marketers must remember that differentiation trumps distinction.”
Related Article: 11 Best Artificial Intelligence Courses & Certifications
Microsoft’s Introduction to Generative AI
Microsoft’s Introduction to Generative AI features three modules, including Fundamentals of Generative AI, Introduction to Azure OpenAI Service, and Responsible Generative AI. This text-based course takes approximately two and a half hours to complete. Students taking the course will learn about large language models, Azure OpenAI Service’s use of generative AI, generative AI efficiencies, prompt engineering and Microsoft’s responsible AI principles.
This beginner-level course is a great introduction to the topic of Generative AI, especially if the student will be using Microsoft Azure. Once completed, the student can add a “trophy” to social media profiles that signifies that they have completed the course.
Related Article: Top 5 Free Prompt Engineering Courses
Google’s Introduction to Generative AI Learning Path
Google’s Introduction to Generative AI Learning Path features four modules, including Introduction to Generative AI, Introduction to Large Language Models, Introduction to Responsible AI, and Generative AI Fundamentals, all of which are designed to give the student the basic knowledge needed to work with generative AI.
After completing each module and taking a short quiz, the student will earn a badge that can be displayed on their social media profile. This free course is designed to take four days to complete, and each module includes a video, a document to read and a quiz.
“As far as courses go, I believe Google’s introductory course and AI training resources are among the best options available to marketers today. I’ve been recommending these courses to my friends, colleagues, and those interested in learning more about AI,” said Xie.
Coursera’s Introduction to Generative AI Studio
Coursera’s Introduction to Generative AI Studio is a Google Cloud course that students can take to gain a deeper understanding of generative AI as well as Google’s Generative AI Studio.
This course consists of one module that introduces Generative AI Studio, and teaches the student how to prototype and customize generative AI models, and the features and options that are available. The module includes one video, two documents and a quiz. Although it is not geared specifically toward marketers, an understanding of how generative AI works can enable marketers to more effectively use the technology. Once the student has successfully passed the quiz, they are awarded a verifiable certificate which can be added to their social media profiles.
Coursera Prompt Engineering for ChatGPT
The Coursera Prompt Engineering for ChatGPT course is an 18-hour deep dive into the fundamentals of prompt engineering. Students will learn how to apply prompt engineering to effectively work with large language models like ChatGPT, how to use prompt patterns to tap into powerful capabilities within large language models, and how to create complex prompt-based applications.
The course features six modules, including the Course Introduction, an Introduction to Prompts, Prompt Patterns I, Few-Shot Examples, Prompt Patterns II, and Prompt Patterns III. Each module features several videos and documents, with a total of 39 videos and 23 documents included in the course.
Each video has an accompanying transcript, which makes it easy to take notes. Unlike the courses above, the quizzes in this course are not all multiple-choice and involve the student actually crafting prompts for ChatGPT.
For those who are creating marketing copy, it is vital to understand how to effectively create a prompt that will enable the AI application to generate a useful response. The Coursera Prompt Engineering for ChatGPT course is detailed, comprehensive, and actively puts the student to work learning and doing. Unlike the Coursera Introduction to Generative AI Studio course certificate, which is free, in order to download or display this course’s certificate on their social media profiles, students are required to pay a $49 fee.
Michael Nemeroff, CEO and co-founder of Rush Order Tees, a custom t-shirt designer and retailer, told CMSWire that using generative AI like ChatGPT requires skills that the average marketer won’t possess without adequate training. “There are methods to write prompts that produce the most data-rich and conversational responses. Certifications indicate that you’ve done the work and research to learn techniques that drive results.”
Nemeroff said that when he knows an employee is generative AI certified, they will take less time to produce results with generative AI. “The whole purpose of implementing this technology is to streamline workflows. Training helps us achieve that because you don’t have to guess or test out methods to see what works best — you already know the tricks for using these platforms.”
LinkedIn Learning’s Career Essentials in Generative AI
Created by Microsoft, LinkedIn’s Career Essentials in Generative AI teaches students the core concepts of artificial intelligence and generative AI functionality. The course is made up of five modules, including What Is Generative AI?, Generative AI: The Evolution of Thoughtful Online Search, Streamlining Your Work with Microsoft Bing Chat, and Ethics in the Age of Generative AI. The course is expected to take the student approximately 3 hours and 49 minutes to complete.
The What Is Generative AI? module is taught by generative AI expert Pinar Seyhan Demirdag, and examines the basics of generative AI, including what it is, how it works, how to create your own content, different types of models, future implications, as well as why ethics are especially important when working with AI. The module features 15 videos and transcripts, and each module has a quiz at the end that must be completed before moving on to the next video.
After the first module is completed, the student must move on to the next module in the learning path, and complete each of the five modules. Once all the modules have been completed, the student must complete and pass a final exam.
The final exam has 40 multiple-choice questions, and the student must get 70% of the questions right in order to pass the exam. The student is given 2 hours to complete the exam and can retake it a total of three times.
Although students can take the course for free, in order to obtain the certificate, they must subscribe to LinkedIn Learning. An annual subscription is $19.99 per month, and a monthly subscription is $39 a month, however, both subscription models come with a free trial month.
LinkedIn Learning’s Generative AI for Digital Marketers
LinkedIn Learning’s Generative AI for Digital Marketers consists of four short modules, with a total of 11 videos. Each video includes a transcript for easy note-taking. Watching the complete course will take the student less than half an hour, and each module has a short quiz at the end.
The course is taught by Martin Waxman, who walks the student through the AI hype, and teaches them how to develop strategies and find the right generative AI tools that will enable them to achieve their business goals. Martin discusses the difference between narrow and general artificial intelligence, how generative AI writing, design, and productivity tools will alter digital marketing and creative workflows, and how to develop and implement a process to test and evaluate generative AI tools and effectively incorporate them into a digital marketing workflow. Additionally, students will learn about the key issues digital marketers face when using AI tools.
Like the other LinkedIn Learning course, once the student has watched all the videos, completed the quizzes, and passed the final exam, as a LinkedIn Learning subscriber, they will be able to download their certificate and add it to their social media profiles.
Final Thoughts on Generative AI Certifications
As generative AI redefines marketing, certification provides a vital avenue for marketers to quickly upskill. Whether an executive overview or hands-on prompt engineering, these courses equip marketers with the expertise needed to drive innovation. Investing time in generative AI certification equips marketers with translatable skills that enable them to emerge as strategic thought leaders and assets to their employers.
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