Three-Phase Approach to Integrating AI into a Branding Course
Personal Note
Hey, as more and more marketing and branding pros dive into the world of AI, I’ve been experimenting with how to integrate these tools into my course. The wild part? Even students with zero design background can whip up visuals that look polished and professional. (Check student works).
At the same time, I believe creating a triangulation method that involves interpersonal skills is absolutely vital in this age. So I sent my students out to the Yiwu vendor market, where they had to source information and negotiate with actual vendors. Awkward? Totally. Valuable? Even more so—it pushed them to blend AI insights with good old human to human communication.
This project is still evolving, but I’m already eyeing the next layer: multimodal AI toys like AR glasses to crank up the experiential learning factor. The future classroom? Part studio, part street market, part sci-fi movie. 🚀
Related Works & Links
Extended Abstract: “Scaffolding Creativity: Integrating Generative AI Tools and Real-world Experiences in Business Education”
In Extended Abstracts of the CHI Conference on Human Factors in Computing Systems (CHI EA '25), April 26-May 01, 2025, Yokohama, Japan. ACM, New York, NY, USA, 9 pages
Course Website and Student Works: “Reinventing the Brand 2025 Spring”
Archived course agenda and student works including AI-generated video commercials