This two-day masterclass is designed for professionals’ and creative leads who are ready to integrate AI into their advertising and outreach strategies in meaningful, ethical, and forward-thinking ways.
Led by a professor with extensive expertise in advertising innovation and digital media, this seminar provides a conceptual and practical exploration of current and future AI applications in advertising.
Day One begins with an introduction to how AI is transforming advertising—moving beyond automation to creative co-production. Participants will learn about generative content creation using platforms such as ChatGPT for ad copy and Midjourney for visuals, with a focus on practical applications. The day continues with an exploration of AI-driven personalization in the era of privacy-first advertising, followed by tools and strategies for optimizing creative content through predictive analytics and A/B testing. All sessions include practical applications, giving participants the opportunity to create and evaluate outputs.
Day Two shifts to multimedia and integrated campaign planning. The morning explores the use of AI in audiovisual content creation, including voice generation, video trailers, and the ethical complexities of synthetic media in storytelling. The second half of the day focuses on campaign monitoring and adaptation using AI-powered chatbots and analytics tools.
The program culminates in a group assignment where participants design, build, and pitch an AI-powered ad campaign for a fictional or real event, applying the tools and frameworks learned across the two days.
This course strikes a balance between innovation and critical reflection. Participants will leave with concrete skills, strategic awareness, and the confidence to begin experimenting with AI advertising inside their organizations.
Generative AI for creating ad visuals, text, and messaging using real tools
Strategies for privacy-first personalization and ethical targeting
Creative optimization through predictive testing and performance analysis
Equip participants with a working knowledge of AI tools in advertising
Encourage critical thinking about ethics, authenticity, and audience trust
Provide hands-on exposure to generative platforms like ChatGPT and Midjourney
Connect AI ad techniques with the missions and narratives of organizations
Foster collaborative learning through simulation and project-based assignments
Design strategic action plans that align leadership behaviors with overarching business objectives.
Understand current AI trends and their applications in advertising
Use AI tools to generate relevant advertising content
Apply ethical principles in AI-assisted personalization and targeting
Understand campaign monitoring with AI-powered analytics tools
Design an integrated, AI-enhanced ad campaign tailored to a organization
Day 1
Introduction: Understanding the AI Advertising Landscape
What automation in advertising really means
Current AI trends reshaping ad industries: generative content, media automation, AI search
Application
Break
Generative AI for Content Creation
Tools: ChatGPT for ad copy, Midjourney for visuals, etc.
Case studies of AI-generated cultural campaigns
Application
Lunch
Personalized Advertising & Ethical Targeting
AI-driven personalization in a cookieless future
Applications
Break
Creative Optimization & Performance Prediction
A/B testing with AI: headlines, visuals, layout
Predictive analytics: estimating ad effectiveness before launch
Practice session
Day 2
AI in audiovisual content
Deepfake ethics and authenticity in cultural storytelling
Application
Break
Integrating AI into Multi-Platform Campaigns: website, social, print, and in-gallery
Mapping AI-assisted workflows across channels
Application
Lunch
AI-Enhanced Campaign Monitoring & Optimization
Chatbot feedback, social listening, adaptive content shifts
Ethical tracking and analytics
Applications
Break
Simulation – Build & Pitch an AI-Powered Ad Campaign
Practice session: Develop a mini ad campaign for a cultural event using AI tools
(*Modules subject to slight change based on the audience and new AI tools available)
The course fee is $1,400 USD (QAR 5,096.00) per participant. The fee includes hospitality service. Participation requires payment in full via Eventbrite at the time of registration. Alternatively, payment can be made at the NU-Q bookstore. Please contact amadou@northwestern.edu to arrange for the payment at the NU-Q bookstore.
Refunds are provided on the following basis:
100% refund or postponement if cancelled/notified 28 days prior to course commencement.
75% refund or postponement if cancelled/notified 14 days prior to course commencement.
50% refund if cancelled 7 days prior to course commencement.
25% refund if cancelled 48 hours prior to course commencement.
0% refund if cancelled less than 48 prior to course commencement or no show.
Participants who cancel enrolment can choose to transfer the paid fee to a future masterclass rather than receive a refund. Should the course fees differ, participants will receive a refund on the difference or make an additional ‘top-up’ payment.
A 15% discount is offered for Qatar Foundation and university employees in Education City, as well as EC alumni. Northwestern Qatar Executive Education required participants to attend 90% of the course to get a certificate of participation/completion.
Instructor: Dr. Ilhem Allagui
Title: Full Professor of Strategic Communication. Director.
Journalism & Strategic Communication Program.
Contact: Ilhem.allagui@northwestern.edu
