New AfM working group “AI & Brand(ing)” founded
As part of this year's Arbeitsgemeinschaft für Marketing (AfM) conference at the TH Rosenheim, the new working group “AI & Brand(ing)” was launched.
The AfM is the network of all marketing professors at universities of applied sciences in the DACH region.
The new working group will focus on the influence of AI on marketing teaching, practice, and science. More than 60 AfM colleagues want to get involved in the work of the new group in the future. Around 20 colleagues were present at the founding meeting in Rosenheim and discussed the first work packages in detail. The following four keynote speeches highlighted different aspects during the founding meeting:
Prof. Dr. Ulrich Bucher (Baden-Württemberg Cooperative State University Stuttgart): From classic to AI-supported: A comparison of two approaches to empirical research
Prof. Dr. Carsten Baumgarth (Berlin School of Economics and Law): AI art infusion effect
Prof. Dr. Mahmut Arica (FOM University of Applied Sciences for Economics and Management): Practical AI tools for marketing
Prof. Dr. Gunnar Mau (Magdeburg-Stendal University of Applied Sciences): Chatbots as a point of contact for students.
Prof. Dr. Carsten Baumgarth (HWR Berlin) initiated the AI & Brand(ing) working group and acts as its spokesperson.