In recent years, the rapid advancements in Artificial Intelligence (AI) technology have opened up new avenues for leveraging User Generated Content (UGC) to enhance marketing strategies. This conference and the corresponding special issue aim to explore the potential of such synergies and shed light on the emerging trends, challenges, and opportunities in this evolving landscape. The special issue intends to delve into several key areas of interest. Firstly, investigating how businesses can effectively leverage current developments in AI to tap into the vast pool of UGC and utilize it as a valuable resource for improving marketing decision-making. Secondly, exploring the integration of UGC and AI tools to proxy, enrich, or replace existing scale-based measures used to depict customer mindset metrics. Furthermore, studying the influence of UGC on consumer decision-making and developing an understanding of the types of UGC that are most relevant for specific consumer segments. By exploring these topics, we hope to foster a deeper comprehension of the role of UGC and AI in shaping consumer behavior, enabling marketers to make informed decisions and develop effective strategies in an increasingly data-driven and digitally connected world.

What’s the conference purpose?: This conference should bring together potential (lead) authors for submissions to a corresponding special issues in Schmalenbachs Business Research. During the conference, we strive to work in small groups of (lead) authors on appropriate topics. Fruitful discussions lay a foundation for subsequent research that is supposed to be submitted to the special issue. In particular, the conference has a strict schedule that includes presentations of the intended/developed topics, feedback sessions and allows time-slots to review your work-in-progress.

• CfP: https://link.springer.com/collections/giebbbgfbe
• Working group „Data analyses and classification in marketing”: http://www.gfkl.org/data-analyses-and-classification-in-marketing/