For the second time, the Professorship of Digital Marketing at the Technical University of Munich (TUM) participated in an intimate and thought-provoking conference at the NOVA School of Business and Economics in Lisbon.

The event, titled Predictive and Generative AI in Marketing, was a collaborative effort that brought together leading academics from across Europe.

In collaboration with Mark Heitmann and his team from the University of Hamburg, Thomas Reutterer from WU Vienna, and Konstantin Pikal from LUISS University Rome, the discussions explored how predictive and generative AI is transforming the field of marketing. Topics included creating engaging advertisements with generative AI, leveraging AI for real-time brand tracking, and enhancing visual product search.

This year was particularly special for our professorship, as we welcomed our newest team member and doctoral candidate, Leonard Kinzinger. Leonard’s enthusiasm and fresh perspectives made this the perfect occasion to mark his start with the team, and we are happy to have him on board!

We are excited about the continued dialogue and opportunities this collaboration fosters and look forward to furthering innovation in AI-driven marketing strategies.

Stay tuned for more updates from the forefront of GenAI research in marketing!