DS Group, WPP Media and MICA have launched D’Code 2.0, the second edition of their industry-academia initiative aimed at exploring the use of artificial intelligence and emerging technologies in marketing.
The programme brings together students, marketing professionals and academic expertise to examine how AI can be applied to real-world brand and business challenges. It builds on the first edition of D’Code and expands the initiative’s focus as artificial intelligence becomes more widely integrated into marketing, consumer engagement and decision-making.
Under D’Code 2.0, participating students will work on marketing challenges designed around the evolving use of AI. The programme is structured to provide exposure to practical business problems while encouraging participants to develop technology-led approaches that can be applied in a marketing environment.
The collaboration combines DS Group’s experience as a consumer goods company, WPP Media’s advertising and media capabilities and MICA’s academic expertise in marketing and communications. The initiative is intended to create a bridge between classroom learning and the changing requirements of the marketing industry.
Artificial intelligence is increasingly being used across different stages of the marketing process, including consumer research, audience segmentation, media planning, content development, personalisation and campaign measurement. D’Code 2.0 seeks to give participants an opportunity to understand these applications while working on industry-oriented problems.
The programme also comes as marketers evaluate how generative and predictive AI tools can be incorporated into existing workflows. While automation can support areas such as data analysis and content production, organisations are simultaneously assessing issues around accuracy, governance, consumer privacy and the role of human judgement.
For students, the initiative is designed to provide practical exposure to how brands and agencies are approaching these changes. The programme also gives the participating organisations an opportunity to engage with emerging talent and examine new approaches to marketing challenges.
D’Code 2.0 reflects a broader increase in collaboration between brands, agencies and academic institutions as AI skills become more relevant across marketing roles. Such programmes are increasingly being used to familiarise students with technologies and working models they are likely to encounter as they enter the industry.
Through the second edition, DS Group, WPP Media and MICA are extending their collaboration around technology, marketing education and industry engagement, with AI serving as a central area of exploration for the programme.
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