AI in Marketing: The Full Picture

Most AI in marketing is still taught in silos. AI for analytics, AI for ads, AI for content. Useful, but incomplete. Modern marketing does not work that way. It is end-to-end. From research and product design to campaign execution and decision-making, AI is reshaping the entire system.

In this Masterclass, we reflect that reality and how we train marketers to apply AI across the full value chain, not just isolated tools. In this session, you will discover the End-to-End AI Marketing Lab, led by Vice Dean Dushinka Karani. One of the most practical learning experiences in the space today. But more importantly you will also see it in action through a live demo by Professor Iñaki Gorostiza, showing what real AI-powered marketing looks like from strategy to execution.

What we'll cover

— Why AI now cuts across the entire marketing workflow: strategy, creative, channels, analytics, operations and governance — and what that means for hiring.

— How AI Agents and AI systems are being combined in practice, and the roles companies are actively building for right now.

— What the End-to-End AI Marketing Lab is, how it works, and why no other business school covers AI in marketing this comprehensively.

— A live demo of a real project produced inside the Lab.

About the AI Marketing Lab

Teams work on a real company challenge, build a functional AI-powered marketing MVP, and finish with a professional demo and handover to a partner company. Participants leave with five tangible outputs: a working MVP, an impact story, a practical playbook of workflows and prompts, a governance pack, and a final presentation with live demo defense. Not a graded course. Not theory. The closest thing to real agency delivery experience inside a business school.

Meet your speakers

IE University brings together practitioners who are actively shaping their fields, not just academics, but founders, strategists and operators who teach from real delivery experience.

Iñaki Gorostiza is Co-founder and Head of Data at LIN3S, a digital business consultancy with over 100 professionals and offices across Spain, France and Portugal. A specialist in data analytics applied to sectors including Sports, Fashion, Banking, Automotive and Culture, he brings hands-on experience building the kind of systems the Lab teaches. He is Professor in the Master in Digital Marketing, IMBA and GOMBA at IE University and coordinator of the AI Marketing Lab.

Dushinka Karani is Vice-Dean of MarCom, Talent Development & HR Programs at IE University, where she also teaches Marketing & Communications, Sales and Innovation. With over 30 years across FMCG, Fashion & Retail and Deep Tech, with stints at Unilever, P&G, Inditex and The Body Shop among others, she brings a rare mix of global corporate experience and startup ecosystem know-how.