ARTIFICIAL INTELLIGENCE: BUSINESS
STRATEGIES AND APPLICATIONS
Learn the basics of AI technologies and how to apply them to your organization.
OVERVIEW
In 2016, the global Artificial Intelligence As a result of this thirst for efficiency,
(AI) market grew to $1.4 billion, and by technological advancement in the field
2025, the global AI market is expected to of AI has been rapid. AI is definitely not
expand to almost $60 billion, according just for technology companies anymore.
to TechJury. Artificial Intelligence is Businesses from all industries are
transforming the personal and realizing the promise that AI brings
professional lives of people across the across the enterprise, from marketing to
world. AI refers to the development of operations.
computer systems that can perform
tasks usually requiring human Leaders should be prepared to join this
intelligence, such as visual perception, AI revolution or risk getting left behind.
speech recognition, and even decision To compete in this new tech-driven
making. These technologies can be economy, you must understand how
applied to a number of undertakings to game-changing technologies such as AI
benefit organizations seeking to improve can benefit the different business
outcomes and productivity. functions in your organization.
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WHO IS THIS PROGRAM FOR?
• Senior leaders including C-suite executives overseeing the integration of AI into
their organization's business strategy
• Senior managers and executives involved with managing teams and AI-driven
projects
• Functional Business Heads interested in exploring AI opportunities across
business functions
• Mid-career professionals looking to bolster their career opportunities through
new technologies
• Data Scientists and Analysts involved in research for business intelligence or
data analytics where AI may be useful
• Professionals eager to upskill and advance in their career with the recent
advancement in applications of AI in business
KEY TAKEAWAYS
In this program, you will:
Learn AI’s current capabilities and applications—and its future potential
Learn how to organize and manage successful AI application projects
Grasp the technical aspects of AI well enough to communicate
effectively with technical teams and colleagues
Learn how to avoid pitfalls associated with these new technologies
Build your leadership credibility by obtaining a Certificate of Completion
from UC Berkeley Executive Education
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YOUR LEARNING JOURNEY
You can expect a hands-on approach that This program requires no engineering
builds a bridge between the engineering or technical experience. As the
and technical aspects of AI with the program progresses, you will learn the
business applications. Leading faculty basics of AI technologies and how
from both disciplines teach in the program, they can be applied to your
bringing their diverse experiences to the organization. It's not about becoming a
topic of AI. The program includes live and technical expert, but rather having a
recorded lectures, case studies, foundational understanding of AI and
assignments, applied learning how it can be positioned to improve
opportunities, and interactive discussion efficiency and effectiveness across
groups. The program includes four live your organization.
teaching sessions, real-world examples,
and a capstone project.
Module 2 Neural Module 3
Machine Networks &
Learning Deep
Basics Learning
Module 1 Module 4
Computer
Introduction Vision &
–AI & Business Natural Language
The Future of AI
Robotics
in Business
AI &
Module 8
Organizations:
Building Your Module 5
AI Strategy
AI Team
Module 7 Module 6
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PROGRAM EXPERIENCE
Live Teaching Sessions to Cross-Disciplinary Approach
Deliver Learning in Real Time Through Diverse Faculty
Real-World Applications Capstone Project: AI Initiative
for Your Own Organization
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COMPANY EXAMPLES
In order to deepen your understanding of key concepts and encourage critical
thinking, we will examine several company examples.
Note: All product and company names are trademarks or registered trademarks of their respective holders. The study of these products
and/or companies does not imply any affiliation with or endorsement by them.
CASE STUDY
Vodafone
Digital transformation has implications for a company's
organizational design. What is an appropriate change management
strategy when implementing AI and machine learning? We'll tap
Vodafone for insights.
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PROGRAM MODULES
Module 1 Module 2
Introduction – AI & Business Machine Learning Basics
• What is AI? • Supervised and Unsupervised
• High-Level Overview of Learning
Technologies – Capabilities • Training, Validation, Test
and Limitations • The Importance of Data
• AI Methods and Business (Quantity and Quality)
Applications • Obtaining and Managing Data
• Machine or Humans? for Machine Learning
Interaction between AI and People
Module 3 Module 4
Neural Networks & Deep Learning Key Applications: Computer Vision
& Natural Language Processing
• From Traditional Machine
Learning to Neural Networks • How Machines See and Talk
• Deep Learning • Computer Vision
• Convolutional Neural Networks • Natural Language Processing
• Common Applications • Recent Developments: GANs, RNNs
Module 5 Module 6
Robotics AI Strategy
• Traditional Robotic Automation: • Implications of AI on Business Strategy:
What It Can/Cannot Do Developing & Executing an AI Strategy
• The New Wave of AI-Driven • AI and Value Creation: AI as a Source
Automation: Robots with Eyes, of Competitive Advantage
Robots that Adapt • Intelligence & Augmentation:
• Hardware Aspects Humans and AI
• The Automation Ecosystem • Security and Trust
• Robotics Best Practices
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Module 7 Module 8
AI & Organizations: Building The Future of AI in Business
Your AI Team
• How Will AI Continue to
• AI Experts and Supporting Functions Transform Business?
in the Organization • What New Problems Will We Be
• Embedding AI in the Organization Able to Solve?
• The Challenges of Organizational • Ethical and Moral Issues
Transformation • Preparing for the Future of AI
CAPSTONE BUSINESS CHALLENGE PROJECT
Across the eight modules, you will develop and refine an AI-related project or initiative
for your own organization. The project culminates in a business case and plan that
uses AI to transform at least one aspect of the business. The plan can be put into
action after elements are tested throughout the program. If you do not have an
organizational project or initiative to develop, faculty will provide project ideas.
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PROGRAM FACULTY
ZSOLT KATONA
Assistant Professor of Marketing
Zsolt Katona holds a Ph.D. in computer science from the Eotvos University in his native Hungary and a Ph.D. in
marketing from INSEAD France. He is an Assistant Professor of Marketing and the Cheryl and Christian
Valentine Associate Professor at the Haas School of Business, University of California, Berkeley. He is an
expert in online marketing strategy and social media. Zsolt’s research focuses on online marketing strategy,
networks, and social media. He studies how firms can better take advantage of new Internet technologies and
how they can integrate them into their marketing mix. His research has appeared in leading scientific journals
such as Management Science, Marketing Science, Journal of Consumer Research, Journal of Marketing
Research, and Journal of Applied Probability. His research has been featured in Bloomberg Business News
and the U.S. National Public Radio. He has consulting experience with companies such as Autodesk, IBM,
Kelora Systems, Singtel, Telkomsel, and Vodafone.
THOMAS LEE
Associate Adjunct Professor, Research Scientist
Thomas Lee is an Associate Adjunct Professor and Research Scientist in the Haas Operations and
Information Technology Management Group at the Haas School of Business. He teaches and conducts
research on information and communication technologies to support innovation and new product
development. Specifically, he develops and applies text and data mining methods for processing
user-generated content. His goal is to discover and select opportunities for product and service innovation.
Recent research has mined the text of online customer reviews to induce market structure and mined
electronic medical records to redesign emergency department healthcare service processes. He holds Ph.D.
and M.S. degrees from MIT’s Engineering Systems Division and B.A. and B.S. degrees in Political Science and
Symbolic Systems (Artificial Intelligence) from Stanford University. He has served as a visiting scientist at the
Computer Security Division of the National Institute of Standards and Technology, a research engineer at the
MITRE Corporation, and as a contractor for DynCorp-Meridian supporting the Defense Advanced Research
Projects Agency doing research on Internet privacy and security.
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SAMEER B. SRIVASTAVA
Associate Professor and Harold Furst Chair in Management Philosophy and Values
UC Berkeley Haas School of Business
Sameer B. Srivastava is Associate Professor and Harold Furst Chair in Management Philosophy and Values at
UC Berkeley's Haas School of Business and is also affiliated with UC Berkeley Sociology. His research unpacks
the complex interrelationships among the culture of social groups, the cognition of individuals within these
groups, and the connections that people forge within and across groups. Much of his work is set in
organizational contexts, where he uses computational methods to examine how culture, cognition, and
networks independently and jointly relate to career outcomes. His work has been published in journals such as
American Journal of Sociology, American Sociological Review, Administrative Science Quarterly, Management
Science, and Organization Science. It has been covered in media outlets such as The New York Times, Fortune,
The Wall Street Journal, Financial Times, and Forbes. Sameer teaches a popular MBA elective course, Power
and Politics in Organizations, and co-directs the Berkeley-Stanford Computational Culture Lab. In a prior career,
Sameer was a partner at a global management consultancy (Monitor Group; now Monitor Deloitte). He holds
AB, AM, MBA, and PhD degrees from Harvard University.
PIETER ABBEEL
Professor UC Berkeley Electrical Engineering and Computer Sciences (EECS)
Pieter Abbeel is a Professor at UC Berkeley’s Electrical Engineering and Computer Sciences school and
Director of the Berkeley Robot Learning Lab and co-director of the Berkeley Artificial Intelligence Research
(BAIR) lab. He works in machine learning and robotics. In particular his research focuses on making robots
learn from people (apprenticeship learning), how to make robots learn through their own trial and error
(reinforcement learning), and how to speed up skill acquisition through learning-to-learn (meta-learning). His
robots have learned advanced helicopter aerobatics, knot-tying, and basic assembly, for example. Also,
Abbeel, who has won numerous awards for his work, frequently hosts executive groups for lectures and
discussions on recent advances and trends in AI. His work has been featured in publications, such as The
New York Times, BBC, Bloomberg, Wall Street Journal, Wired, Forbes, Tech Review, and NPR.
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MATTHEW STEPKA
Visiting Scholar/Executive in Residence UC Berkeley Haas School of Business
Matthew Stepka is a Visiting Scholar and Executive in Residence at UC Berkeley Haas School of Business. In
addition, he is managing partner at Machina Ventures, an investment firm focused on early stage, artificial
intelligence and data science enabled companies. Previously, he served as Vice President, Business
Operations / Special Projects (Strategy) at Google, where he led and incubated strategic initiatives.
Nowadays, he is also a public speaker on technology, particularly AI and blockchain, is reshaping society and
the economy. Stepka has a B.S. in computer science from Case Western University and a J.D. from University
of California Los Angeles School of Law.
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CERTIFICATE
Get recognized! Upon successful completion of the program, UC Berkeley Executive
Education grants a verified digital certificate of completion to participants. This
program is graded as a pass or fail; participants must receive 80 percent to pass and
obtain the certificate of completion.
UC BERKELEY
E X E C U T I V E E D U C AT I O N
This is to confirm that
Name
has successfully completed the online program:
Artificial Intelligence:
Business Strategies and Applications
October 01, 2020
Mike Rielly, Chief Executive Officer Dean, Haas School of Business
Laura D. Tyson
Dean, Haas School of Business
Chair of the Board
UC Berkeley Executive Education
Note: After successful completion of the program, your verified digital certificate will be emailed to you in the name you used
when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the
discretion of UC Berkeley Executive Education.
This program counts toward a
Certificate of Business Excellence
CURRICULUM DAYS
Two Days
PILLAR(S)
Entrepreneurship & Innovation / Strategy & Management
A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study
structured by our four academic pillars. Participants will earn a mark of distinction with certification from a
world-class university, and enjoy the flexibility of completing the program in up to three years.
LEARN MORE
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THE LEARNING EXPERIENCE
Keeping it Convenient
Access to program content is flexible and available
through multiple devices, allowing working
professionals to easily manage schedules and learn
remotely—anytime, anywhere. Participants enrolled
in the program obtain access to learning materials in
a modular approach, with new content released weekly.
Program modules include a variety of teaching
instruments, such as:
Video lectures Discussions Class materials:
articles, cases
Our programs are designed to meet the needs of
individual learning styles, while also leveraging
the power of peer learning. This is achieved Quizzes Surveys Assignments
through a user-friendly learning platform that
enables participants to easily navigate the To further personalize the program modules, live
program content to achieve learning objectives. teaching sessions are scheduled during the program,
often with Q&A. For participants who are unable to
Keeping it Real
attend these live sessions, a recording is made available
so nothing is missed. Our industry-leading learning
Our pedagogical approach is designed platform allows participants to create a profile, connect
to bring concepts to life, including: and collaborate with peers, and interact with
academic/industry experts such as program leaders
Byte-sized learning techniques
and teaching assistants. Assignments are often linked
Real world application to participants' real-world situations, making concepts
Peer learning discussions inherently practical.
Live, interactive teaching
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Keeping it Interesting • Microsoft Office and PDF viewer to access
content such as documents, spreadsheets,
Our globally connected classrooms enable
presentations, PDF files, and transcripts
participants to seamlessly interact with their
peers to complete group assignments and
stay on track toward program
completion—with culturally-enriching Other Requirements
encounters along the way.
Programs may necessitate the usage of various
software, tools, and applications. Participants
Program will be informed about these additional
requirements at the registration stage or when
Requirements the program begins. Our program advisors are
To access our programs, participants will also available to respond to any queries about
need the following: these requirements.
• Valid email address
• Computing device connected to the
internet: PC/laptop, tablet, or smart
phone
• The latest version of their preferred
browser to access our learning platform
Assignments
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STARTS ON
July 31, 2020
ENDS ON ABOUT EMERITUS
October 01, 2020
UC Berkeley Executive Education is collaborating with online
education provider EMERITUS to offer a portfolio of high-impact
DURATION online programs. These programs leverage UC Berkeley
2 months, online Executive Education's thought leadership in management
4-6 hours per week practice developed over years of research, teaching, and
practice. By working with EMERITUS, we are able to broaden
access beyond our on-campus offerings in a collaborative and
PROGRAM FEES engaging format that stays true to the quality of The University
$2,800 of California, Berkeley. EMERITUS’ approach to learning is based
on a cohort-based design to maximize peer-to-peer sharing and
includes live teaching with world-class faculty and hands-on
project-based learning. In the last year, more than 30,000+
students from over 150 countries have benefitted professionally
from EMERITUS’s courses.
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Delivered in affiliation with
CONNECT WITH A PROGRAM ADVISOR
Email: [email protected]
Phone: +1 510-822-8883
