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Using AI to Gain a Competitive Edge for your Customer Experience (CX)

BIMA and Critical Mass via FutureLearn


Use AI to get to know your customers online and optimise their experience

This two-week course will empower you with the knowledge, practical skills, and digital tools to use AI to improve your customer experience and boost sales.

Discover how AI can transform your customer experience processes

Customers are spending more and more time interacting with brands across social media, websites, and other online channels.

On this course, you’ll explore ways to take advantage of information about your customer interactions. You’ll learn how to gather customer data and take quick actions based on deeper insights.

Apply AI to drive better business performance

In a competitive environment, AI can play a central role in enabling businesses to extract insights at the right time to improve return on investment (ROI). Deep learning and generative AI are playing an ever increasing role in marketing and customer experience.

As you discover practical applications of AI that can support your business’s AI evolution, you’ll be introduced to AI-driven technology platforms.

You’ll also learn how to build the required infrastructure to implement AI within your organisation.

Learn with data science and AI expert, Jaimie Patel

The lead course educator, Jaimie Patel, is VP of Marketing Science at Critical Mass, a leading digital marketing and experience agency.

Jaimie has over 15 years’ experience in digital marketing, data science, and AI and has worked on numerous projects identifying smarter insights for digital marketing performance and customer experience using AI and machine learning-driven modelling.

Under her expert guidance, you’ll learn how to create a company culture where AI leads decision-making and develop a roadmap for AI implementation that increases overall sales and business profitability.

This course is designed for anyone looking to learn how to leverage artificial intelligence to advance their business or brand.

You do not require any previous knowledge of AI. This course is created primarily for individuals working in strategy, client services, data analysis, and digital marketing.


  • AI Basics, Technology and Methods
    • Welcome to the Course
    • AI Evolution and Methods
    • How AI Can Help Understand & Improve The Customer Experience: Part 1
    • Week Summary
  • Customer Experience Measurement, AI Software, Technology and Organisation Best Practices
    • Welcome Back
    • How AI Can Help Understand & Improve The Customer Experience: Part 2
    • AI Platforms & Technology
    • AI Frameworks and Culture
    • Course Summary

Taught by

Catherine R


5 rating at FutureLearn based on 2 ratings

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