Artificial intelligence is transforming the marketing industry. It is changing how campaigns are developed, how data is analyzed, and what skills employers expect from graduates.
Last fall, the West Virginia University John Chambers College of Business and Economics welcomed the first class of its online AI Marketing, M.S. program. Designed to meet the industry shift head-on, the program combines applied learning with real-world tools to prepare both early-career and experienced professionals to use AI in practical ways.
We spoke with Kmart Chair in Marketing and Department Chair, Dr. Annie Cui, about the inspiration behind the program, its focus on hands-on learning, and the career outcomes students can expect.
Photo: Attendees meet at the 2026 AI in Marketing Conference at the WVU Chambers College
Designed to Fill Gaps in Today’s Marketing Industry
The idea for this program came about in the spring of 2024 when Dr. Cui and her colleagues attended an AI marketing conference. They were amazed by how quickly things are evolving.
“One presenter showed how you could go from a creative idea to a full marketing campaign, including graphics, music, and messaging, in seconds,” Dr. Cui said. “In the past, that process could take months.”
The speed at which the marketing environment is changing as a result of AI revealed the gap between what students are taught and current trends in the industry. If higher education does not adapt, entry-level roles in digital marketing may be replaced.
Thanks to the support of Dean Joshua Hall, Associate Dean Rebel Smith, and the entire Marketing faculty, the AI Marketing M.S. program was approved by WVU at lightning speed. The innovative curriculum was designed to support both recent graduates and working professionals who want to adapt to this new environment.
Emphasis on Hands-On Learning
This program is designed to give students as much practical experience as possible. They complete hands-on projects using new AI tools every week.
One course, which is entirely project-based, gives students the opportunity to collaborate with real companies. “In class, students might build an AI-powered SEO audit tool to evaluate performance compared to competitors,” Dr. Cui explains. “They analyze search rankings, social media performance, and consumer sentiment using AI applications.”
Staying Current in an Ever-Changing Industry
“Keeping things current is an exciting challenge. We are constantly evaluating new tools and bringing them into the classroom,” Dr. Cui told us.
This program is directly connected to what is going on in the landscape of marketing. Partnerships formed between industry leaders and the Chambers College help support this experience.
In some cases, students gain access to tools as they become available. For example, Dr. Cui explained that the program partnered with cutting-edge companies such as Base 44 and Credamo to bring vibe-coding and AI-assisted marketing research tools into the classroom. By working with these newly introduced technologies, students were able to build websites or apps and analyze marketing trends in real time, helping them stay at the forefront of AI innovation.
Student Outcomes
Many students from the first cohort have changed how they think about marketing and were surprised at how quickly they would be able to apply newly learned AI tools to their jobs.
By the end of the program, students are not only familiar with AI. They know how to use it to solve real-world marketing challenges. They see the results go beyond skill-building. Students leave with a new way of thinking about marketing in an AI-driven world.
Here’s how current student, Camryn Bauer, describes her experience:
“Since starting the program last fall, I have had the opportunity to explore a wide range of topics related to AI, its role in marketing, and how it has continued to evolve. I must admit, I was not an early adopter of the technology. I didn't start using it until a few years after it was introduced,” Bauer said.
That perspective changed after a former professor introduced her to a different side of AI, which ultimately led her to this program.
“Since then, I have learned how AI supports marketing initiatives through automation, personalization, and more informed decision-making. Beyond that, we have touched on the ethical side of the technology, which I find especially interesting as it continues to develop with limited regulations put into place.”
Not only is Bauer benefiting from the coursework, she’s also building a network of peers around the country who are also future marketing leaders who understand the value of AI in their industry.
“I’ve genuinely enjoyed my experience in the program; it has remained engaging and interactive. I’ve also had valuable opportunities to network and build connections, which I did not expect from an online program.”
“I’ve genuinely enjoyed my experience in the program; it has remained engaging and interactive. I’ve also had valuable opportunities to network and build connections, which I did not expect from an online program.” Camryn Bauer, Ai Marketing, M.S. '26
Further Learning Opportunities
The department is currently developing an AI marketing microcredential that will allow students to explore the field before committing to the full program.
“It is a practical way to experience AI in marketing firsthand and see if it aligns with your goals,” Dr. Cui said. “The new microcredential will include four short, self-paced courses that if you complete, the credits can apply toward the master’s degree if you choose to continue your learning.”
As the microcredential moves through the design and approval phases, Dr. Cui encourages anyone interested to reach out to her directly for more information.
Leading the Marketing Industry Through AI
As artificial intelligence continues to reshape the marketing landscape, the need for professionals who can apply these tools effectively will continue to grow.
Guided by the industry insight and academic leadership of Dr. Annie Cui, the online AI Marketing, M.S. from West Virginia University is designed to meet that need. The program equips students with practical experience, technical skills, and a strategic perspective to move forward with confidence.
Want to learn more? Explore the online AI Marketing, M.S. program page or connect with Graduate Programs Recruiter, Lance Hylton to learn more about the curriculum, student experience, and application process.