Wharton Executive Education Introduces Program to Empower Executives in Leveraging AI for Business Strategy

Wharton Executive Education Launches Hybrid AI Program for Senior Executives

Wharton Executive Education is stepping into the future with an innovative hybrid program designed specifically for senior executives seeking to harness the power of artificial intelligence in marketing and enterprise strategy. Launched on October 30, the program titled “AI in Marketing: Creating Customer Value in an AI-Driven Enterprise” is scheduled to run from March to April 2026.

A Curriculum Built on Research

The core curriculum of this program is grounded in the Wharton School’s extensive research on emerging AI technology. It aims to illuminate how AI can transform the marketing value chain. By diving into the interplay between AI and marketing, participants will gain insights into developed frameworks that allow marketers to refine and optimize their strategies.

Esteemed Leadership at the Helm

The program is co-directed by two distinguished professors: Eric Bradlow, K.P. Chao Professor of Marketing, Statistics, Education, and Economics, and Stefano Puntoni, Sebastian S. Kresge Professor of Marketing. In an announcement, Bradlow emphasized the importance of equipping business leaders with the necessary tools to navigate the evolving landscape of AI in marketing. "Marketing has always been the engine of value creation," he noted, and highlighted how AI is reshaping not just the process, but also the strategic judgment required to leverage these technologies effectively.

Flexibility Through a Hybrid Format

One of the standout features of this program is its hybrid format, which provides flexibility for busy executives. Participants can expect asynchronous online modules and virtual live sessions, culminating in in-person events at the Steinberg Conference Center in early April. This blended approach is not merely convenient; it’s designed to enhance the learning experience.

Puntoni remarked, “This new blended model isn’t just about convenience or shorter travel — it’s about making learning more effective. By combining online and in-person experiences, we give participants time to absorb ideas, reflect, and arrive on campus ready for richer, deeper discussion.” This dual approach acknowledges the demands of an executive’s schedule while ensuring robust engagement with the material.

Topics of Exploration

The program will explore key topics integral to modern marketing strategies, such as pricing, brand strategy, and the optimization of large language models. The curriculum also builds upon Wharton’s recent Generative AI Adoption Report, a resource that discusses how AI-driven frameworks can assist marketers in refining their strategies. As participants delve into these topics, they will acquire a deeper understanding of how AI influences each stage of the marketing value chain.

The Transformative Role of Generative AI

Generative AI holds the potential to revolutionize marketing more than any other business function. Puntoni conveyed enthusiasm about the current climate, stating, “Marketing is likely to be the business function most transformed by generative AI.” With many marketing tasks centering around content creation and customer understanding, the overlap between these roles and AI’s capabilities is substantial. This moment represents a pivotal opportunity for marketing leaders to reassess how they create value, enabled by the advancements in AI technology.

Through this thoughtfully designed program, Wharton aims not only to educate but also to inspire executives who are ready to reshape their organization’s marketing strategies in a rapidly evolving digital landscape.