2027 AMA Winter Academic Conference

Marketing is being reshaped by a period of profound disruption. Rapid advances in artificial intelligence, automation, digital platforms, and data infrastructures are transforming how firms create value, engage customers, and make strategic decisions. At the same time, geopolitical tensions and conflicts, shifting trade relationships, regulatory uncertainty, and social polarization are altering the broader environments in which markets operate. Together, these forces are challenging many of the assumptions that have long guided marketing scholarship and practice. The 2027 AMA Winter Academic Conference invites scholars to examine how marketing is evolving in response to these technological and geopolitical transformations. It creates space for conversations about how firms, consumers, markets, and institutions adapt when the conditions surrounding exchange are increasingly dynamic, contested, and uncertain. Across a wide range of substantive areas and methodological approaches, the conference will highlight research that helps reimagine marketing for a world in flux. The conference aims to foster fresh thinking on the questions that matter most now and in the years ahead, deepen understanding of contemporary marketing challenges, and inspire new research agendas, collaborations, and ideas that shape the future of the marketing discipline.