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Artificial intelligence is no longer just a buzzword in retail—it’s the backbone of the industry’s transformation. What once seemed like experimental pilots run by tech giants has become the new standard for competitive advantage. From personalised product recommendations on shopping sites to demand forecasting across supply chains, AI is now embedded in every link of the retail value chain. The adoption curve speaks for itself: 85% of retail executives worldwide already use AI solutions, and nearly 90% plan to expand their investments in the next two years. The message is clear—AI is no longer a “nice-to-have,” it’s a strategic necessity for survival and growth.

But the AI revolution isn’t just about smarter systems; it’s also about smarter people. Companies today are searching for full hybrid talent—professionals who speak both the language of marketing creativity, the logic of data science and the full potential of AI applied to their companies and sectors. Yet, a skills gap persists: many businesses still struggle to find experts who can bridge business, technology and strategy. This is where the future of marketing lies: in developing hybrid skill sets that blend technical know-how with critical, creative thinking.

The transformation is visible from supply chains to storefronts. On the customer side, AI-powered recommendation engines curate hyper-personalised shopping journeys, while conversational shopping agents help consumers discover products as naturally as chatting with a friend. On the back end, AI predicts demand, optimises inventory, and streamlines logistics—minimising stock-outs and inefficiencies. Meanwhile, marketing teams are harnessing generative AI to craft product descriptions, ads, and creative campaigns at lightning speed, allowing rapid testing and refinement.

The result? A retail world that is more efficient, more personalised, and more data-driven than ever before—a landscape where AI isn’t just powering transactions, but reshaping relationships between brands and consumers. At UBI Business School, we believe this convergence of technology, talent, and strategy defines the future of retail—and those prepared to embrace it will set the pace for the decade ahead.

AI in E-Commerce & Retail Marketing at UBI – Programmes for Future Leaders

The retail and e-commerce industries are undergoing rapid transformation, driven by artificial intelligence (AI). At UBI Business School, we believe the future will belong to leaders who can connect technology with strategic insight and human creativity. To prepare these future leaders, UBI has launched two specialised learning pathways: a full Master’s degree and a shorter Postgraduate Certificate. Both are designed to help professionals not just adapt to change, but actively drive it.

Master’s in Management of AI in E-Commerce & Retail Marketing (MSc)

UBI’s one-year Master’s programme of Management of AI in E-Commerce and Retail Marketing (available in Brussels or fully online) is a comprehensive journey into the application of AI in modern commerce. Delivered through UBI’s flexible HyFlex model, the programme blends on-campus and remote learning to fit diverse professional needs.

The curriculum combines technical foundations (AI, data analytics, digital tools) with business and marketing strategy, and is enriched by real-world projects with companies. This ensures that learning remains practical, relevant, and closely tied to industry challenges. We combine Retail academic experts with practitioners experienced in working with global retail leaders, including Amazon, Walmart, Tesco, Carrefour, and many more. Also, collaboration with Publicis Commerce allows us to include the latest innovations from the leading commerce specialist.

Graduate outcomes include roles such as:

• Trade Marketing Manager
• Key Account Manager
• AI-driven marketing strategist
• E-commerce manager
• Digital transformation manager

Professional Postgraduate Certificate in AI in E-Commerce & Retail Marketing

For professionals seeking faster upskilling, UBI offers the Professional PG Certificate in Management of AI in E-Commerce and Retail Marketing, a five-month executive programme developed in collaboration with Publicis Commerce. This HyFlex-format programme (alternating weekend classes online or on campus) targets busy professionals in retail, marketing, and e-commerce. It focuses on high-impact topics such as:

• AI-powered consumer insights
• Personalisation strategies
• AI in marketing and its ethics

Because the programme is co-designed with Publicis Commerce, participants gain exposure to the latest tools, case studies, and industry practices.

A key advantage: after completing the PG Certificate, participants can progress seamlessly to the Master’s by adding extra modules and a capstone project—reflecting UBI’s lifelong learning ethos.

Whether you’re aiming for a full transformation through the MSc or a targeted, executive-level boost with the PGCert, UBI Business School equips you with the skills to lead in the AI-driven future of retail.

Together, the MSc and PGCert reflect UBI’s commitment to bridging the gap between advanced technology and real business impact. In a retail world increasingly defined by AI, UBI is preparing professionals who won’t just keep up; they will shape the future of the industry.

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