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

Gain a competitive edge by using AI-driven technology processes to enhance customer experience and business growth.

709 enrolled on this course

A line image of a brain with "AI" written inside it
  • Duration

    2 weeks
  • Weekly study

    2 hours

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.

What topics will you cover?

  • What AI is, its history, uses, and future applications.
  • Key AI methods.
  • How AI can be used to measure the CX and support the end-to-end customer journey.
  • AI platforms that can optimize the CX.
  • How to leverage and customize existing AI Technology.
  • How to create an AI infrastructure in your organization.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe what AI is, its history, uses, and future applications
  • Describe key AI methods
  • Describe how AI can be used to measure the CX and support the end-to-end customer journey
  • Explore AI platforms that can optimize the CX
  • Explore how to leverage and customize existing AI Technology
  • Explain how to create an AI infrastructure within your organization

Who is the course for?

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.

Who will you learn with?

VP, Marketing Science, Critical Mass

Who developed the course?

Critical Mass

Critical Mass is a digital marketing and experience design agency with a relentless focus on the customer. Founded in 1996, the agency has steadily expanded into a group of over 950 people working in 11 offices across the world. Critical Mass uses design thinking, emerging technology, and customer empathy to drive engagement, loyalty and business results for clients. Their expertise spans Strategy Consulting, Experience Design, Marketing Communications, Implementation, and Marketing Science.


BIMA is the voice of digital and tech. We represent a community of businesses, charities and academia across the UK. We drive innovation through knowledge sharing, showcasing best practice and developing talent. And we give our members the chance to have their voices heard and to make a difference.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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