Marketing in the Age of Generative AI: a collective work by ICD Business School
Christian Goglin, Associate Professor at ICD Business School, and Samuel Mayol, Director of the LaRa research lab, coordinated the collective book Marketing in the Age of Generative AI: Issues and Perspectives, published by EMS. This work brings together more than ten teacher-researchers and fully embodies the mission of ICD Business School: combining scientific rigor, educational innovation, and purpose.
Exploring the challenges of marketing in the AI era
This book offers an in-depth analysis of the transformations marketing is undergoing due to generative artificial intelligence. From the rise of virtual influencers to its impact on creativity and design management, it also addresses customer relations and the ethical issues raised by these new technologies. Built on recent academic research in management sciences, it aims to provide professionals, students, and curious readers with valuable insights into this ongoing revolution.
A collective and multidisciplinary project
As the result of contributions from more than ten teacher-researchers, this book highlights the importance of collaboration and cross-disciplinary expertise at ICD Business School. This collective dimension reflects the school’s DNA: working together to give meaning to innovation, with a mindset of openness and knowledge sharing.
Research serving students and society
Through this publication, ICD Business School demonstrates the importance of applied research in its mission. By integrating the outcomes of these studies into teaching, our students directly benefit from up-to-date academic perspectives anchored in today’s major economic transformations. This commitment lies at the very heart of our DNA, placing research at the core of educational innovation.
At the forefront of change
Marketing in the Age of Generative AI: Issues and Perspectives embodies ICD Business School’s ambition to be at the forefront of academic and societal debates. By bringing together a team of passionate authors and shedding light on the impacts of artificial intelligence on marketing, the school reaffirms its mission: to train students capable of thinking and acting in the face of the great transformations of their time.