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Masterclass I AI in Marketing: The Full Picture

Event artwork for Masterclass I AI in Marketing: The Full Picture

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About this event

What to expect

Marketing professionals face a fundamental challenge: most AI training focuses on isolated tactics — analytics here, ad automation there, content generation somewhere else. But real marketing doesn't work in silos. This masterclass cuts through the fragmentation to show you how AI is transforming marketing as an end-to-end system, from initial research and product design through to campaign execution and strategic decision-making.

What Makes This Different

Hosted by IE University in Madrid, this isn't another surface-level AI tools overview. You'll explore the fundamental shift from traditional digital marketing to agentic marketing — understanding how AI agents and intelligent systems are replacing the channel-driven, tool-centric approaches of the past decade. The session examines how automation has evolved into something far more sophisticated: interconnected AI systems that handle complex marketing workflows autonomously.

What You'll Learn

The masterclass covers three critical dimensions of AI's impact on marketing:

  • Strategic Evolution: How marketing has transformed over the past ten years, moving from fragmented digital tactics to integrated AI-powered systems that connect research, creative, distribution, and measurement
  • Professional Impact: The way traditional marketing roles are evolving and what new hybrid profiles are emerging — essential insight if you're planning your career development or building a marketing team
  • Practical Implementation: IE University's AI Marketing Lab initiative, which combines marketing strategy, artificial intelligence, and real client projects to bridge the gap between theory and application

Programme Details

The 2.5-hour event balances structured learning with networking opportunities. Dushinka Karani, Vice Dean of MarCom at IE University, opens with context on how educational institutions are responding to AI's disruption of marketing. The core masterclass is led by Iñaki Gorostiza, Co-founder & Head of Data at LIN3S and Professor at IE University, who brings both academic rigour and hands-on industry experience to the session.

You'll have dedicated time to meet IE's alumni and current students who are already working at the intersection of AI and marketing, followed by a networking cocktail where you can continue conversations and make connections with other marketing professionals navigating this transformation.

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