Responsible AI use: Content Evaluation, Risk & Decisions

In an era where generative AI can produce high volumes of marketing copy in seconds, the critical bottleneck is no longer creation—it is evaluation. This specialized course, "Responsible AI use: Content Evaluation, Risk & Decisions" led by Ventseslav Hikov, provides a practical roadmap for professionals who need to safely integrate artificial intelligence into their marketing workflows. Designed for content managers, digital marketers, and editors, this curriculum addresses the immediate challenges of AI implementation, including detecting subtle hallucinations, identifying biased language, and ensuring brand alignment. Students will learn how to systematically audit AI-generated drafts to spot assertions that appear convincing but lack factual backing. The course goes beyond basic editing to teach frameworks for risk assessment, contextual changes, and rapid decision-making under tight deadlines. By establishing clear guidelines for when to publish, rewrite, or reject AI outputs, professionals can safeguard their brand's reputation while fully leveraging the efficiency of automated generation tools. Ultimately, this course bridges the gap between raw AI capabilities and ethical, high-quality editorial standards.