In the ongoing debate around the relationship between humans and AI (Cavalcante Siebert et al., 2023), scholars are raising questions about the type of systems to be designed allowing marketers to intervene, audit, and even override algorithmic decisions, preserving accountability even in highly automated environments (Huang & Rust, 2021). Hybrid intelligence approaches—combining AI’s computational power with human judgment—are emerging as best practice for balancing efficiency with ethical oversight and creativity (Ngo, 2025; Huang & Rust, 2021). 

AI technologies have become deeply embedded in marketing workflows, transforming how firms design, execute, and optimise strategies across the value chain. Personalisation is one of the most prominent applications: AI-driven recommendation engines and dynamic pricing algorithms leverage machine learning to tailor offers and content in real time, enhancing customer engagement and conversion rates (Puntoni et al., 2021; Ngo, 2025). These systems analyse vast datasets—including browsing patterns, purchase histories, and social media activity—to predict consumer preferences and deliver hyper-personalised experiences at scale (Grewal et al., 2025). 

Content creation and campaign automation represent another major area of AI deployment in marketing. Generative AI tools such as large language models and image generators are increasingly used to produce marketing copy, social media posts, and even immersive brand experiences, reducing production costs and accelerating time-to-market (Grewal et al., 2025). Moreover, marketing automation powered by AI streamlines tasks ranging from A/B testing  to email marketing, social media scheduling, and CRM updates.  

In consumer analytics and decision-making, AI facilitates predictive modelling, sentiment analysis, and attribution modelling, allowing marketers to forecast demand, identify churn risks, and allocate budgets more effectively (Davenport et al., 2020). Advanced techniques such as reinforcement learning are being deployed to optimise loyalty programs and campaign delivery, while transformer-based NLP models (e.g., BERT, GPT) enhance conversational engagement through chatbots and virtual assistants. Synthetic data are among the latest developments shaking the marketing research industry (Cillo &Rubera, 2025) 

Summing up, AI is transforming marketing workflows—from personalisation and dynamic pricing to content generation and predictive analytics. While these technologies promise efficiency and enhanced consumer experiences, they also raise critical questions about sustainability, responsibility, authenticity, and empowerment. What is the cost-benefit ratio of the carbon footprint of such tools deployed at scale? How can marketers ensure meaningful human control over AI systems? Do AI-powered marketing activities increase algorithmic bias and consumer vulnerability? And how can firms balance innovation with ethical and environmental accountability? 

If your research explores these or other questions at the intersections of AI governance, marketing strategy, and consumer behaviour, please consider a poster submission to this symposium.  

Submit your poster extended abstract by March 17, 2026 – 6 PM GMT using the following link: https://easychair.org/conferences/?conf=marketingaisb2026

Extended abstract poster submission guidelines: 

All poster submissions must be uploaded through the EasyChair platform and should follow these requirements: 

• Poster submissions must take the form of an extended abstract of no more than 1,500 words, including references and any appendices. Submissions that exceed this limit will be automatically declined. 

• Submissions should clearly focus on both marketing activities and AI tools. Conceptual and empirical contributions (including preliminary findings) are welcome. Each submission must include a set of actionable recommendations for practitioners and directions for future research. 

• Extended abstracts should contain a brief abstract of up to 200 words for inclusion on our website. 

• Please ensure that your extended abstract is fully anonymised; remove any details that could disclose the authors’ identities. 

• Extended abstracts must be submitted as PDF files. 

FOR ACCEPTED SUBMISSIONS ONLY: When preparing the poster you will bring to Falmer, please ensure it meets the following specifications: 

• Poster size:  A0 (841×1189 mm), 

• Format: Portrait (not landscape) 

• Language: English 

• Include contact information for the corresponding author

• Poster should be easily readable from more than 1 m away 

Academic Chair: Mariachiara Restuccia, Associate professor in Marketing, USBS

Deputy Chair: Fulya Acikgoz, Assistant professor in Marketing, USBS

Co-organiser: Hugo Riley, Executive Director, Artificial Intelligence in Media Institute

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For any information, please contact m.restuccia@sussex.ac.uk