by Olivia Ding
Picture this: you’re scrolling through social media when you stumble across what looks like Coca-Cola’s heartwarming Christmas ad — complete with nostalgic red trucks rolling through snowy streets. But something feels off. The magic that made you pause for those holiday commercials as a kid? Gone.
The AI-generated remake of their iconic “Holidays are Coming” campaign last year was quickly labeled “soulless” and “devoid of any actual creativity” by viewers who expected the warmth of human storytelling, not algorithmic efficiency.
That’s the tension keeping marketing professionals up at night: how do you harness AI’s power without losing the human connection that makes people actually care?
AI Marketers vs Human Marketers
The AI marketing industry is valued at $47.32 billion in 2025 and is expected to more than double to reach $107.5 billion by 2028. Yet according to recent Brandwatch research, 71% of marketers see a challenge in integrating AI without compromising the ‘human touch.’
Think about the last time you received a marketing email that felt genuinely personal, versus one that screamed “mass automation.” The difference isn’t the technology — it’s how strategically that technology was implemented.
“AI is a powerful technology that is fundamentally changing how we approach communications,” says Dr. Lara Bradshaw, who teaches AI marketing courses at UW’s Communication Leadership program. “It’s also all about human agency and storytelling, and humans are critical to understanding the nuances of AI outputs and shaping a marketing campaign.”
The stakes are higher than most organizations realize. AI-generated campaigns without proper oversight can backfire spectacularly. Just ask Coca-Cola about the campaign mentioned earlier that critics said “sucked the warmth and joy out of a holiday classic. Or ask Google about their controversial Olympics ad that critics said undermined authentic communication.
Getting AI wrong doesn’t just mean poor campaign performance — it can lead to brand damage and audience alienation that takes years to repair.
Winners so far in the AI race like Netflix, Amazon and Sephora have in common that they use AI to enhance customer experience, not replace human judgment. And every day your competitors spend mastering strategic AI implementation is another day they’re pulling ahead. The window for catching up is shrinking fast.
Learning AI the Right Way
Navigating this critical balance between AI power and human connection requires more than just technical know-how — it demands strategic leadership.
This is exactly why Comm Lead created something different: a 7-week online course designed specifically for communication and marketing professionals who need to lead — not just use — AI adoption in their organizations.
The initial section earlier this year was so well received among communications professionals that it’s being offered again from September 15 to November 3, 2025 (with updates!) The course is 100% online and asynchronous, requiring about five to seven hours per week — manageable even when you’re juggling client deadlines and budget reviews. Faculty members Sam Tang and Dr. Lara Bradshaw bring hands-on expertise in leveraging AI tools for real communications work, not theoretical frameworks that fall apart in practice.
What makes this different from the flood of AI courses hitting the market? It’s built around the messy realities of your actual job. You’ll work on scenario-based assignments that mirror the challenges you face every day, from developing ethical AI policies to creating content that scales without losing authenticity.
Past participants get it:
“This course didn’t just teach tools — it prepared me to guide my team on how to use AI responsibly,” one senior communications manager at a global nonprofit said in their feedback form.
A government communications strategist found the practical focus particularly valuable: “The assignments aligned perfectly with what I do at work. I left the course with pieces I can actually use in my portfolio and day-to-day job.”
Future-Forward Thinking at UW
Our commitment to staying ahead of industry trends extends throughout our graduate program. Students can take specialized courses like Content Design for Conversational AI, where they explore the intricate relationship between human interaction and AI, building prototypes for real conversational AI solutions. Communications in the Age of AI teaches strategic frameworks for integrating AI into enterprise communications while protecting clarity, authenticity, and security. Communication Management: AI Leadership and Practice explores the intersection of internal/ organizational communications and artificial intelligence (AI) with an emphasis on human-centricity and organizational culture. Advanced Marketing explores AI in marketing, personalization strategies, and omni-channel integration through real-world case studies, group projects and industry experts.
These courses and others reflect our understanding that AI literacy isn’t just about knowing which buttons to push — it’s about thinking strategically about how these tools reshape everything from campaign development to stakeholder communication.
You Are Still in the Driver’s Seat
AI is already changing the way marketers work. With 88% of marketers using AI in their daily work, the professionals thriving aren’t necessarily the ones with the fanciest tools. They’re the ones who understand how to use AI strategically, ethically, and in ways that create genuine value.
Whether you’re ready to dive deep with our intensive short course, or considering the comprehensive preparation our graduate program provides, Comm Lead offers pathways to be at the forefront of AI and communications learning. We’re here to help you navigate this transformation thoughtfully and strategically.
The conversation about AI in marketing isn’t waiting for you – it’s happening now. But it’s not too late to be one of the leaders who shape it.
University of Washington
Department of Communication