3rd Workshop

Marketing and Strategic Communication in the Age of AI: Strategies, Purpose, Data, and Innovation for Impactful Brands

The submission and publication instructions are the same as for the General Conference: please consult it here.

To upload a paper to this Workshop, access the following link and, before the title of the contribution, include the code “WS_3”:

Abstract:

This research panel proposes an academic space for reflection, critical analysis, and scientific production on the challenges and opportunities posed by digital transformation in brand management, strategic communication, and contemporary marketing. The panel brings together researchers, educators, and professionals to discuss how Artificial Intelligence, automation, data analysis, and digital platforms are redefining consumption dynamics, business models, and the relationship between brands and audiences.

The approach integrates an ethical and innovative vision of marketing, highlighting the importance of purpose, sustainability, and social responsibility as strategic pillars for brand building. It will also address the contributions of neuromarketing, consumer psychology, and customer experience as key tools for understanding new consumption behaviors.

Topics:

Purpose-Driven and Sustainable Marketing

  • Purpose-driven, social, and ethical marketing
  • Inclusion, diversity, and responsible advertising
  • Sustainability and circular economy
  • Reputation and transparency

Consumer Behavior, Customer Experience, and Neurosciences Applied to Marketing

  • Consumer psychology
  • Neuromarketing
  • Customer experience (CX)
  • New consumption habits and trends
  • Generational marketing
  • Emerging markets

Digital Transformation and Emerging Technologies

  • Digital marketing and automation
  • Artificial Intelligence applied to marketing
  • Data-driven marketing and predictive analytics
  • E-commerce, marketplaces, and digital ecosystems
  • New business models
  • Social media marketing
  • Digital platforms: evolution and emerging platforms

Innovation in Strategy, Brand, and Communication

  • Brand strategy and positioning
  • Commercial management and sales
  • Product and service design and innovation
  • Strategic communication
  • Advertising, creativity, effectiveness, and advertising efficiency (competitions and awards)

Academic General Coordinator:

  • Fanny Paladines-Galarza.

Technical Coordinator:

  • Isaura Vanessa Peña-Vélez.

Organizing Committee:

  • Fanny Paladines-Galarza.
  • Yomara Jiménez-Sánchez.
  • Karina Valarezo-González.
  • Rodrigo Cisternas.
  • Isaura Vanessa Peña Vélez.
  • María Fernanda Villavicencio Rodas.
  • Darwin Quinche.
  • Fernando Hallo.
  • Juan Fernando Castillo.

Scientific Committee:

  • Almudena Barrientos-Báez. Complutense University of Madrid.
  • David Caldevilla-Domínguez. Complutense University of Madrid.
  • Diego Felipe Larriva Calle. UDA, University of Azuay.
  • Maria del Pilar Cabrera Hermida. Catholic University of Cuenca.
  • Rossana Estela Sabando Mendoza. ULEAM, Laica Eloy Alfaro University of Manabí.