Exploring the Future of Marketing Innovations and Navigating the New Frontiers and Challenges of AI Innovation and Human Experience

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.