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Certificate Program in Generative AI & Agents Fundamentals

Certificate Program in Generative AI & Agents Fundamentals

Learn from World-Renowned JHU Faculty

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PROGRAM OUTCOMES

Become an AI-powered professional

Drive business value through the strategic implementation of AI technologies

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    Understand key concepts in NLP, Generative AI, and Large Language Models (LLMs)

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    Explore strategic business applications and real-world use cases of Generative AI.

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    Learn Responsible AI principles and recognize risks, ethics, and compliance.

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    Understand AI agents’ evolution, autonomy, memory, reasoning, and tool use.

Earn a Certificate of Completion from Johns Hopkins University

  • ranking 6

    #6 National University Rankings

    U.S. News & World Report, 2025

  • ranking 1

    #1 Computer Information Technology

    U.S. News & World Report, 2025

  • ranking 13

    #13 Best Global University

    U.S. News & World Report, 2024

KEY PROGRAM HIGHLIGHTS

Why choose this program

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    Learn from a top-ranked university

    Learn from expert JHU faculty and industry leaders.

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    Hands-on learning

    Drive business value by strategically using AI technologies through hands-on work and case studies.

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    Industry-focused curriculum

    The curriculum covers key areas such as Large Language Models, Prompt Engineering, Agentic AI, and Responsible AI.

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    Live masterclasses and mentorship

    Experience live mentorship by industry experts and live faculty-led masterclasses for structured, personalized learning.

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    Learning support

    Get unique academic support through the Great Learning community, project discussion forums, and peer groups for a comprehensive learning experience.

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    Dedicated support

    Access a dedicated Program Manager who will assist you through your learning journey to ensure you achieve your learning objectives.

Skills you will learn

ChatGPT

NotebookLM

OpenAI LLMs

Natural Language Processing

Generative AI

Prompt Engineering

Retrieval-Augmented Generation (RAG)

AI Agents & Workflows

LLM Workflows

ChatGPT

NotebookLM

OpenAI LLMs

Natural Language Processing

Generative AI

Prompt Engineering

Retrieval-Augmented Generation (RAG)

AI Agents & Workflows

LLM Workflows

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  • Overview
  • Curriculum
  • Projects
  • Tools
  • Certificate
  • Faculty
  • Mentors
  • Fees
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This program is ideal for

Individuals seeking a fundamental understanding of Generative AI and its practical applications

  • Knowledge professionals

    In sales, marketing, operations, finance, legal, product, and related functions.

  • Technology enthusiasts

    Seeking to use Generative AI to boost productivity and drive business value.

  • AI-curious professionals:

    Interested in understanding and using AI at work.

  • Value-driven professionals

    Looking to drive business value through the strategic implementation of AI technologies.

Curriculum

The curriculum is designed by the faculty of Johns Hopkins University and leading industry practitioners. It is taught by best-in-class professors, practicing industry experts, and professionals from leading global companies.

  • Live Masterclasses

    By JHU Faculty

  • Live Mentorship

    By industry experts

  • Self-Paced

    Modules

Week 1: Foundations of Generative AI and NLP

  • Introduces core concepts of Generative AI and Natural Language Processing (NLP) 
  • Defines Generative AI and distinguishes it from traditional AI 
  • Explores the historical evolution and strategic importance of Generative AI in various industries 
  • Covers fundamental NLP concepts and their historical development 
  • Provides a foundation for understanding how language models function and their application

Week 2: Prompt Engineering Fundamentals

  • Focuses on essential skills of Prompt Engineering 
  • Teaches how to craft effective prompts 
  • Covers creating contextual prompts for various situations 
  • Introduces best practice prompting techniques 
  •  Enables effective interactions with Generative AI models and maximizes their utility in various scenarios.

Week 3: Advanced Prompt Engineering for Business Intelligence

  • Delves into advanced prompting techniques for complex business scenarios 
  • Explores Generative AI-powered applications for business intelligence across diverse sectors 
  • Covers techniques to enhance LLM performance 
  • Introduces Retrieval-Augmented Generation (RAG) for improved output accuracy and relevance

Week 4: Gen AI Assistants for Business Use-Cases

  • Provides strategies for managing Generative AI changes within organizations 
  • Covers common pitfalls and implementation steps 
  • Evaluates implementation costs and user impact 
  • Explores real-world use cases in healthcare, HR, and marketing

Week 5: Introduction to AI Agents

  • Introduces the concept and evolution of AI agents 
  • Explains how agents differ from traditional models using real-world analogies 
  • Covers key concepts: environment, autonomy, memory, reasoning, and tool use 
  • Identifies classical agent types and modern patterns like REACT and Reflection 
  • Explores business applications of AI agents

Week 6: Business Applications of AI Agents

  • Focuses on the practical applications of AI agents 
  • Differentiates between agentic workflows and autonomous agents 
  • Applies REACT and Reflection for task-specific agent design 
  • Covers designing agentic workflows and AI agents by defining roles, prompts, memory, and tool access. 
  • Emphasizes selecting tools effectively and implementing memory strategies for reliable, personalized, and intelligent agent behavior. 
  • Explains monitoring through observability, evaluation, and feedback loops 
  • Focuses on avoiding common design and deployment pitfalls

Week 7: Responsible AI Practices

  • Addresses key Responsible AI concepts, including risks and ethics 
  • Identifies major LLM security risks (jailbreaking, prompt injection, data poisoning, insecure outputs) 
  • Explains how supply chain vulnerabilities and service denial affect LLM reliability and accountability. 
  • Teaches the application of the CIA Triad (Confidentiality, Integrity, Availability) to assess and mitigate security risks in LLM deployments. 
  • Analyzes real-world LLM failures across various sectors, focusing on competence versus hallucination. 
  • Explains why LLMs struggle with reasoning and strategies like Chain-of-Thought and Retrieval-Augmented Generation to improve reasoning. 
  • Promotes safe and accountable LLM usage by verifying outputs, applying ethical practices, and ensuring transparency

Week 8: Project and Assessment

  • Final assessment to test understanding of core concepts 
  •  Includes a reflective essay to apply strategic thinking to real-world problems using Generative AI and Agents

Self-Paced Modules

Modules designed to help you learn at your own pace, while building strong foundational expertise. 

  • Build a simple LLM workflow 
  • Large Language Model Architecture and Mechanics

Work on hands-on projects and case studies

Engage in projects and real-world case studies using emerging tools and technologies across sectors

  • Gen AI

    Use Cases

  • Industry-Relevant

    Projects

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Marketing

Automated Marketing Content Generation with Generative AI

Description

Project: Explore the development of a system that automatically generates marketing copy for various campaigns, such as social media posts, email newsletters, and product descriptions, using Generative AI.

Skills you will learn

  • Prompt Engineering
  • Natural Language Generation
  • Marketing Automation
  • Content Personalization
  • Generative AI Tools
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Customer Service

Intelligent Customer Support Agent with RAG

Description

Project: Build an AI-powered customer support agent capable of answering frequently asked questions and providing relevant information based on a knowledge base, using Retrieval-Augmented Generation (RAG).

Skills you will learn

  • Retrieval-Augmented Generation (RAG)
  • Knowledge Base Integration
  • Conversational AI
  • Vector Search
  • Prompt Engineering
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E-Commerce

Automating Customer Service FAQs in Retail

Description

Case Study: Explore how an e-commerce retailer uses NLP and Generative AI to efficiently handle repetitive customer inquiries, reducing wait times and operational costs.

Skills you will learn

  • Natural Language Processing (NLP)
  • Generative AI
  • Intent Recognition
  • Customer Service Automation
  • Conversational Design
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Marketing

Crafting Compelling Marketing Copy for a Tech Startup

Description

Case study: Explore how prompt engineering guides a Generative AI model to create engaging, diverse, and brand-consistent marketing copy for a product launch

Skills you will learn

  • Prompt Engineering
  • Generative AI
  • Brand Messaging
  • Copywriting Automation
  • Content Optimization
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Finance

Enhancing Financial Report Analysis with RAG

Description

Case study: Explore how advanced prompt engineering and RAG are used to extract, summarize, and analyze financial data for timely insights

Skills you will learn

  • Retrieval-Augmented Generation (RAG)
  • Financial Document Analysis
  • Prompt Engineering
  • Text Summarization
  • Data-Driven Insights
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Legal Technology

Streamlining Legal Document Review with Generative AI

Description

Case study: Explore how a custom Generative AI assistant automates the review of contracts and legal documents

Skills you will learn

  • Legal Document Analysis
  • Generative AI
  • Contract Review Automation
  • Clause Extraction
  • Risk Identification
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B2B Marketing

Designing an Autonomous Sales Lead Qualification Agent

Description

Case study: Use an AI agent to autonomously qualify B2B sales leads, enhancing efficiency and optimizing resource allocation.

Skills you will learn

  • Autonomous Agents
  • Sales Lead Qualification
  • Workflow Automation
  • CRM Integration
  • Generative AI
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Product Management

Optimizing Product Development Workflow with Agentic AI

Description

Case study: Use AI agents to optimize task coordination and user feedback integration in product development

Skills you will learn

  • Agentic AI
  • Workflow Optimization
  • Task Automation
  • User Feedback Analysis
  • Product Development Acceleration
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Human Resources

Mitigating Bias in AI-Powered Hiring Systems

Description

Case study: Identify and address biases in AI-driven job application screening by applying Responsible AI principles

Skills you will learn

  • Responsible AI
  • Bias Detection
  • Algorithm Auditing
  • Fairness in AI
  • Ethical AI Practices

Earn a certificate of completion from Johns Hopkins University

Get a globally recognized credential from a top U.S. university and showcase it to your network

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* Image for illustration only. Certificate subject to change.

Meet your faculty

Learn from world-renowned faculty with domain expertise

  • Dr. Christophe Morin  - Faculty Director

    Dr. Christophe Morin

    Lecturer, Whiting School of Engineering, Johns Hopkins University

    Pioneer in neuromarketing, author of The Persuasion Code, and expert in AI-driven marketing.

    Developed the NeuroMap™ model and brain-based persuasion tools used globally.

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  • Dr. Jane Pinelis  - Faculty Director

    Dr. Jane Pinelis

    Chief AI Engineer, AIS Branch, Johns Hopkins University

    Leads AI scientists at Johns Hopkins University Applied Physics Laboratory

    Author of The Experiment of a Lifetime on women in Marine combat roles

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  • Dr. Ian McCulloh  - Faculty Director

    Dr. Ian McCulloh

    Manager, AI Continuing and Exec Ed, Johns Hopkins University

    Served as Chief Data Scientist and MD of AI at Accenture Federal Services

    Author of three books and over 100 peer-reviewed papers

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Interact with our industry mentors

Interact with dedicated mentors who are current practitioners and experts in Agentic AI

  •  Bridget Huang-Gregor  - Mentor

    Bridget Huang-Gregor linkin icon

    Tech Lead Engineering , Capital One
    Capital One Logo
  •  Tanya Glozman  - Mentor

    Tanya Glozman linkin icon

    Applied Science - AI/ML, Apple
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  •  Michael Lively  - Mentor

    Michael Lively linkin icon

    Founder QuantumAI
    QuantumAI Logo

This is an indicative list and is subject to change based on the availability of faculty and mentors

Program fee

The course fee is 1,800 USD

Invest in your career

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    Understand NLP, differentiate Generative AI vs. traditional AI, explore LLMs, and grasp fundamentals of Prompt Engineering.

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    Identify strategic business uses and industry cases for Generative AI.

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    Learn Responsible AI principles and recognize risks, ethics, and compliance.

  • benifits-icon

    Understand AI agents’ evolution, autonomy, memory, reasoning, and tool use.

Batch start date

Got more questions? Talk to us

Connect with a program advisor and get your queries resolved

Speak with our expert +1 410 650 6319 or email to office-gaaf-gl@jhu.edu

career guidance

Delivered in Collaboration with:

Johns Hopkins University is collaborating with online education provider Great Learning to offer the Certificate Program in Generative AI & Agents Fundamentals. Great Learning is a professional learning company with a global footprint in 170+ countries. Its mission is to make professionals around the globe proficient and future-ready. This program leverages JHU's leadership in innovation, science, engineering, and technical disciplines developed over years of research, teaching, and practice. Great Learning manages the enrollments and provides industry experts, student counselors, course support and guidance to ensure students get hands-on training and live personalized mentorship on the application of concepts taught by the JHU faculty.