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Course: Building Brand Authority in an AI-Driven Search World (NC-AISEO)
Building Brand Authority in an AI-Driven Search World is a professional education course designed to help marketers, communicators, and career-changers understand how brands are discovered, evaluated, and trusted in an AI-driven search landscape. As platforms such as ChatGPT, Perplexity, and Google's Gemini increasingly influence how information is surfaced, this course focuses on the strategies organizations need to establish visibility and authority beyond traditional search engines.
Who Should Attend
Participants will learn how AI systems identify credible sources, how brand signals influence AI discovery, and how to design content strategies that align with emerging search behaviors. The curriculum is grounded in real-world experimentation and emphasizes practical application, guiding participants through the process of moving a brand from obscurity to authority in AI-driven search environments.
Over four intensive modules, participants engage in interactive learning that blends direct instruction, live demonstrations, collaborative discussion, and hands-on workshops. Course content is exclusive to the University of Richmond and delivered in an in-person cohort format, with supporting asynchronous materials such as readings and video demonstrations provided between sessions.
Whether participants are working with an existing organization, launching a new initiative, or exploring a career pivot, this course equips them with a repeatable framework for building a credible, AI-optimized brand presence. By the end of the program, participants will have developed a suite of actionable deliverables that can be applied to a real or hypothetical brand.
Program Features
- Interactive, in-person learning with live demonstrations and guided workshops
- Small-group discussions and peer collaboration
- Project-based learning focused on real or hypothetical brands
- Supporting asynchronous materials to reinforce learning between sessions
- Development of practical, AI-optimized brand assets and strategy
This course is open to all community members and will be of particular interest to marketing and communications professionals, digital strategists, entrepreneurs, nonprofit leaders, consultants, and individuals exploring a transition into marketing or brand strategy roles.
Program Modules
- Foundations of AI Discovery & Brand Positioning
- Content Strategy & AI SEO Planning
- Content Creation & Optimization in Practice
- AI Visibility Optimization, Measurement & Next Steps