This volume examines the evolving intersection of artificial intelligence, marketing strategy, and consumer behavior. Featuring full-papers presented at the 2026 Academy of Marketing Science (AMS) World Marketing Congress held in Vilnius, Lithuania, the contributors explore how AI-driven technologies—including predictive analytics, dynamic content generation, augmented reality, and real-time sentiment analysis—are reshaping brand engagement and customer journey. Beyond technological promise, the chapters critically address ethical and managerial challenges related to privacy, trust, algorithmic bias, and the maintenance of meaningful human connection in increasingly automated marketplaces. The volume presents frameworks for responsible data use, transparent system design, and human-centered AI, alongside empirical insights into hyper-personalization, AI-powered customer service, and emerging frontiers such as voice commerce and emotion-aware interfaces. Collectively, the research advances a marketing paradigm that integrates innovation with empathy, authenticity, and consumer trust to support sustainable value creation in an AI-driven economy.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Jasmine Parajuli is an Instructional Assistant Professor of Marketing at the University of Mississippi. Her research interests include marketing leadership, crisis management, artificial intelligence in marketing strategies, and bibliometric analysis. She has published and presented her work in peer-reviewed journals and conferences such as the Journal of Marketing Theory and Practice, International Journal of Bank Marketing, the Academy of Marketing Science, the Association of Collegiate Marketing Educators, the Southeast Marketing Symposium, and the International Society of Marketing. Parajuli currently serves as Proceedings Co-Editor and Director of Social Media for the Academy of Marketing Science.

Nicholas Mobley is a PhD student in Marketing and Graduate Assistant at the University of Mississippi (USA). His research examines marketing strategy with an emphasis on promotions, retailing, and sales.

Haeden Overby is a Marketing PhD student in the School of Business Administration at the University of Mississippi (USA). His primary research interests include digital marketing, scale development, and bots’ impact in online advertising. He was the first recipient of the James E. Randall Best Student Paper Award at the Association of Marketing Theory and Practice conference for his work on service robots’ effect on guest intentions and online reviews.