DMI Track
AI Leadership and Agentic AI Orchestration
AI adoption in marketing is moving from individual experiments to team-wide transformation, and someone needs to lead it. This short course gives you the practical skills to harness agentic AI, guide your team through AI-driven change, and apply responsible, privacy-first governance. Learn how to use AI-powered insight to sharpen strategy, forecast performance, and make confident decisions that deliver measurable marketing value.
63%
Be More Employable
63% of employers say that they are more likely to hire candidates with an AI skills certification on their CV.
61%
Stay Relevant with AI
of employers say that candidates with a DMI certification on their CV have an increased chance of getting hired.*
62%
Drive Revenue
62% of marketers believe that AI will have an impact on increasing their revenue.
By the Industry, For the Industry
DMI Courses are developed and constantly updated under the guidance of DMI Global Industry Advisory Council, including some of the most influential marketers globally, to ensure that the course content and curriculum reflect the latest trends, practical skills, tools and best practices in the industry. Download a course brochure to learn more about course content and modules.
Colin Westcott-Pitt
Global Chief Brand Officer
Glambia Performance Nutrition
Courtney Sembler
Senior Manager
Hubspot
Olivia Kearney
Global Marketing Manager
Microsoft Advertising
Microsoft
Ruth Ballett
Head of YouTube Ads Marketing, EMEA
Youtube
Brian Lavery
Head of Shopping Ads
Google (UK & IE)
Former MD AccuWeather
Neil Patel
Founder
Neil Patel Digital
Tom Kendall
Global Product Marketing & Communications Leader
IBM
Tyrona (Ty) Heath
Director, Market Engagement,
The B2B Institute
Barry Thomas
Senior Global Thought Leader
Kantar
Adara Brown
VP of Growth
American Marketing Association
Sarah McIlroy
Dean of BPP Business School
BPP University
Prof. Dave Keighron
Professor of Marketing and Entrepreneurship
University Canada West & Douglas College
Neal Schaffer
Founder
Fractional CMO and Author
Nealschaffer.com
Colin Westcott-Pitt
Global Chief Brand Officer
Glambia Performance Nutrition
Courtney Sembler
Senior Manager
Hubspot
Olivia Kearney
Global Marketing Manager
Microsoft Advertising
Microsoft
Ruth Ballett
Head of YouTube Ads Marketing, EMEA
Youtube
Brian Lavery
Head of Shopping Ads
Google (UK & IE)
Former MD AccuWeather
Neil Patel
Founder
Neil Patel Digital
Tom Kendall
Global Product Marketing & Communications Leader
IBM
Tyrona (Ty) Heath
Director, Market Engagement,
The B2B Institute
AI Leadership and Agentic AI Orchestration
[price:TRACK_AIFUND-std/0]
Enrollment Deadline is Oct 28th
Course Overview
Duration
7.5 Hours Self Paced Learning
Enrollment
Enroll by Oct 28th
FORMAT
100% Online - On Demand
CERTIFICATION
Associate Certificate
AI Leadership and Agentic AI Orchestration Overview
↗4 modules covering agentic AI, change management, responsible AI and data use, and AI-driven strategy.
↗Associate Level Certification.
↗7.5 hours of self-paced learning content.
↗DMI Professional Membership included
↗Access to the world's largest library of digital marketing resources.
↗Practical Toolkits and Templates.
↗100% online and on demand, with no fixed intake dates.
↗One-hour online exam with 40 questions, including multiple-choice, matching, and drag-and-drop formats.
Key skills and competencies you will gain
↗Agentic AI Workflow Design↗AI Agent Briefing and Evaluation↗Scaling AI Agents in Marketing↗Measuring Value from Agentic AI↗AI Change Management↗Building AI-Ready Teams↗AI Governance in Marketing↗Predictive Analytics and Forecasting↗Privacy-First AI and Data Use ↗Critical Evaluation of AI Outputs↗AI-Assisted Marketing Research ↗Customer Journey Optimization and Personalization ↗Omnichannel Strategy with AI↗Testing and Optimizing AI Performance
Who's It For?
Marketing Managers and Leaders: Those responsible for AI adoption, governance, and team change who need to lead AI across workflows with confidence.
Operations, CRM, and Data Professionals: Marketing operations, lifecycle, analytics, and reporting professionals who want to use AI and data for forecasting, insight, and smarter decisions.
Strategy and Optimization Professionals: Marketers responsible for planning, customer journeys, omnichannel coordination, and research who want practical agentic AI and AI-supported strategy skills.
Key Learning Outcomes & Skills You’ll Gain
Harness Agentic AI: Understand how agentic AI supports marketing workflows, briefs, tool use, data connections, optimization, and risk management.
Lead AI Adoption: Apply change management approaches to build AI-ready teams, manage resistance, and support effective human-AI collaboration.
Make Data-Driven Decisions: Use AI and marketing data for forecasting, scenario planning, predictive analytics, research, and customer journey optimization.
Apply Responsible AI: Evaluate AI outputs critically through human oversight, validation checks, privacy-first practices, governance, and accountability.
Measure and Optimize: Test and improve AI-supported marketing work using KPIs, benchmarks, performance data, and continuous improvement practices.
What you'll learn
4 Modules • Approx 7.5 hours Learning content
Module 1 - Agentic AI for Marketers
Harness agentic AI to transform marketing workflows through continuous monitoring, smarter decision-making, and adaptive execution. See where AI agents create the most value by connecting context, memory, grounding, tools, and data. Learn how to brief, evaluate, and manage agents with clear performance measures, risk controls, and human oversight, and scale them with the right leadership and governance.
Knowledge Gain:
Prompts, Workflows, and Agents for Marketers Where Agentic AI Creates Value in Marketing How Marketers Build AI Agents AI Agent Models for Marketing Scaling AI Agents in Marketing Improving AI Agent Performance Choosing Agentic AI Solutions for Marketing Measuring Value from Agentic AI
Module 2 - AI and Change Management for Marketing Teams
Explore how marketing leaders guide AI-driven change across teams, workflows, and the wider organization. Assess the scale of change, apply the right frameworks, and plan implementation to build alignment and confidence. Create AI-ready teams, manage resistance, encourage experimentation, and apply governance principles, including oversight, policy, and accountability, to adopt AI responsibly.
Knowledge Gain:
Understanding Change in Marketing Teams Frameworks for AI Change in Marketing Planning AI Change in Marketing Teams Building AI-Ready Marketing Teams Using AI as a Driver of Organizational Transformation Leading Marketing Teams Through AI Adoption The Building Blocks of AI Governance in Marketing Leading AI Governance in Marketing
Module 3 - Responsible AI and Data Use in Marketing
Discover how AI, predictive analytics, and customer data help marketing leaders make smarter, faster, and more responsible decisions. Use predictive models for forecasting, personalization, budget allocation, and scenario planning. Apply data preparation, privacy-first practices, and GDPR-aware governance to build trust, and use critical thinking to avoid AI pitfalls and turn insight into confident action.
Knowledge Gain:
Using AI to Forecast Smarter Decisions Delivering Marketing Value with Predictive Analytics Leading with Privacy-First AI in Marketing Using AI with Data for Smarter Marketing Decisions Preparing Marketing Data for AI Analysis Building Reliable AI-Assisted Marketing Workflows Avoiding AI Pitfalls in Marketing Applying Critical Thinking to AI Outputs in Marketing
Toolkits included:
Chat GPT Prompts for your Digital Marketing Strategy
Module 4 - AI and Marketing Strategy
Use AI to sharpen digital strategy, optimize customer journeys, and drive continuous improvement. Connect planning, execution, and optimization while responding to real-time customer signals. Strengthen AI-assisted research, refine your strategy, and test and optimize AI-driven content, campaigns, and workflows, applying human judgment to prioritize action and make confident decisions.
Knowledge Gain:
How Can I Use AI for Research? Effective Use of AI Research Tools in Marketing Using AI to Refine Digital Strategy AI for Customer Journey Optimization and Personalization Using AI for Omnichannel Strategy and Innovation Measuring AI Performance in Marketing Testing AI-Driven Content, Campaigns, and Decisions Optimizing AI Workflows and Marketing Performance
Toolkits included:
Chat GPT Prompts for your Digital Marketing Strategy
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300,000+ Members trust DMI to Progress their Career
Digital Marketing Institute has 300,000+ members and alumni across the globe. As well as learning the latest in digital marketing, you'll be joining a network of thousands of members and graduates with the same passion for this fascinating, modern discipline.
I would recommend their courses to others, they're certainly worth the investment.
Victoria T, UK
DMI showed genuine interest and commitment to my future and to helping me achieve my goals.
Phillip Q, Canada
Completing the online training has been fantastic! I've learnt so much valuable information.
Adam H, UK
From day 1 DMI were super accessible and available to help, pretty much in real time.
Irina, Canada
I was really happy with my course... very modern and presented for "easy digestion".
Amelie, Germany
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How is this short course different from other DMI AI courses?
This course focuses on leading AI adoption across a marketing team, covering agentic AI workflows, change management, governance, responsible data use, and AI-driven strategy. Other DMI AI courses focus more on applying AI tools across marketing channels and disciplines.
How is this short course assessed?
You will complete a one-hour online exam with 40 questions, including multiple-choice, matching, and drag-and-drop formats.
Who is this course aimed at?
Marketing managers and leaders responsible for AI adoption, governance, and team change, plus marketing operations, CRM, analytics, strategy, and planning professionals who want practical skills in agentic AI, responsible AI use, and AI-supported strategy.
Do I need technical AI skills?
The course is designed for marketing professionals rather than technical specialists, and focuses on how to lead, brief, govern, and measure AI in marketing.
How long does it take to complete?
The course contains 7.5 hours of self-paced learning content, delivered 100% online, so you can start at any time and study at your own pace.
What if I want to learn more?
If you wish to keep studying with DMI, we have a full range of additional short courses, Professional Certificates, Professional Diplomas and Post Graduate courses. Click here for more info.
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Graduates who said they got a salary increase (74%), got €11k (22%) increase on average.**
87%
More Employable
of employers globally say that they are more likely to hire candidates with a DMI Certification on their CV.*
44%
Get Promoted
of graduates got a promotion within 12 months after completing their certification.**
Source: DMI Chief Marketing Officer Survey 2024* DMI Alumni Survey 2024**
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