337110a Generative AI

This course develops one AI-augmented social media campaign end-to-end, session by session:

- AI-augmented campaign lifecycle and the role of the social media manager
- Evidence-based audience research, social listening, personas and KPI trees
- Brand voice, tonality and content-pillar guardrails
- Grounded copilots: retrieval-augmented generation, citations and abstention
- AI-assisted ideation, editorial calendars and platform adaptation
- Visual identity: AI image generation, editing, rights-aware sourcing and accessibility
- Short-form video and audio generation, consent and disclosure
- Community management, social listening and crisis response with AI support
- Paid social, creator/influencer collaboration and approval workflows
- Measurement, experimentation and AI-assisted reporting
- Agentic workflow design: bounded agents, tools, memory and orchestration
- Agent evaluation, red-teaming, prompt-injection defence and governance
- Legal, ethical and platform requirements (disclosure, data protection, bias, accessibility) throughout
- Final campaign showcase and individual defence

- Gastmann, J.; Bastos, M.: Strategising with generative AI: Productivity gains in social media marketing. Journal of Marketing Communications, 2025.
- NIST: Artificial Intelligence Risk Management Framework: Generative AI Profile (NIST AI 600-1). National Institute of Standards and Technology, 2024.
- Yehudai, A. et al.: Survey on Evaluation of LLM-based Agents. arXiv, 2025.
- Mohammadi, M. et al.: Evaluation and Benchmarking of LLM Agents: A Survey. arXiv, 2025.

- Anthropic: Building Effective AI Agents (19 Dec 2024) - https://www.anthropic.com/engineering/building-effective-agents
- OpenAI: A practical guide to building agents - https://openai.com/business/guides-and-resources/a-practical-guide-to-building-ai-agents/
- OWASP GenAI Security Project: Top 10 for Agentic Applications for 2026 - https://genai.owasp.org/resource/owasp-top-10-for-agentic-applications-for-2026/
- Model Context Protocol: Specification - https://modelcontextprotocol.io/specification/2026-07-28
- C2PA: Specifications 2.4 - https://spec.c2pa.org/specifications/
- European Commission: AI Act regulatory framework - https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai
- American Marketing Association: How to Build a Winning Social Media Strategy in 8 Simple Steps - https://www.ama.org/marketing-news/social-media-marketing-strategy/
- W3C: WCAG Quick Reference - https://www.w3.org/WAI/WCAG21/quickref/