Generative Artificial Intelligence

This on-demand course comprehensively explores Generative Artificial Intelligence (GenAI) in the context of Market Research. It's designed to equip learners with a fundamental understanding of AI concepts, delve into the specifics of GenAI, and how to apply these insights to market research and customer experience (CX). The course combines theoretical knowledge with numerous practical demonstrations, offering a well-rounded and hands-on perspective on the potential and challenges of integrating

This on-demand course comprehensively explores Generative Artificial Intelligence (GenAI) in the context of Market Research. It's designed to equip learners with a fundamental understanding of AI concepts, delve into the specifics of GenAI, and how to apply these insights to market research and customer experience (CX). The course combines theoretical knowledge with numerous practical demonstrations, offering a well-rounded and hands-on perspective on the potential and challenges of integrating GenAI into market research and CX practices.

This GenAI course will enable you to:

• Understand AI concepts and terminology as a foundation for Generative AI (GenAI)
• Learn how GenAI works and how to use it in market research
• Combine theoretical knowledge with practical skills for GenAI applications in market research and CX
• Grasp computational linguistics and distributional semantics in AI language processing
• Explore AI history from traditional GOFAI models to state-of-the-art GenAI systems
• Develop an intuitive understanding of AI applications
• Experience GenAI tools like ChatGPT for text generation and market research applications
• Utilise GenAI in market research and customer experience to gather reliable insights
• Implement AI-driven strategies to enhance customer experiences
• Learn from over a dozen demos spanning survey design and segmentation analysis to generating code for running key driver analysis

Part 1: Introduction to AI

• Overview: Lays the foundation for understanding AI, focusing on core concepts and terminology, which aims to contextualise later parts of the training, focusing on GenAI and its applications.
• Key Topics:

1. Machine Learning and Deep Learning: Basics and distinctions.

2. Computational Linguistics: Delving into J.R. Firth's principles and the significance of context in understanding language.

3. Distributional Semantics: Exploration of vector spaces and semantic relationships.

4. History of AI: From GOFAI (Good Old-Fashioned Artificial Intelligence) to modern developments.

5. Developing AI Intuition: Strategies for intuitively grasping AI concepts and applications.

• Practical Component: A demo illustrating the exploration of a semantic space, showcasing real-world AI applications.

Part 2: Generative AI

• Overview: Dives into the architecture, training, and diverse applications of GenAI using the interactive ChatGPT interface for real-world illustrations.
• Key Topics:

1. In-depth Examination of GenAI Architecture: Understanding the mechanics behind GenAI.

2. GPT-4 Demonstration: Exploring text generation capabilities and nuances.

3. GenAI in Market Research: Discussing segmentations and data science applications.

4. Future Directions and Regulation: Outlining potential developments and the impact of regulations like the EU AI Act.

• Practical Component: Hands-on sessions with GenAI tools, illustrating their use in market research contexts from survey design and analysis to qual-quant analysis.

Part 3: Generative AI in Market Research & CX

• Overview: Focuses on the specific practical implications and applications of GenAI in market research and customer experience.
• Key Topics:

1. GenAI's Impact on Market Research: Understanding the transformative role of AI.

2. AI-Enhanced Customer Experience: Exploring AI-driven strategies for improving CX.

3. New Paradigms: Introducing innovative approaches and methodologies in market research.