Lectures

Teaching materials

Lectures, slide decks, and supplementary materials from university talks and workshops. Some materials are gated for registered members.

LectureApril 2026EN Members

AI-Driven Efficiency in Social Media Marketing: From Automation to Agentic CX

Heriot-Watt University MSc Digital Marketing · Co-hosted with Academy of Marketing Analytics & AI SIG

Guest lecture covering the evolution from rule-based automation to agentic customer experience. How AI agents are reshaping social media marketing strategy.

Key takeaways

  • You can’t automate what you don’t understand
  • Data should drive decisions — AI reveals patterns humans miss
  • CX transformation is a loop (Engage → Analyse → Optimise), not a project
  • The industry is moving from AI-assisted to AI-driven (agentic) CX
  • Strategy before technology — always
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