时间：2026年8月21日星期五 14:00 – 18:00
地点：文管学馆B306
主讲人：Ian Phau
主题：Beyond the AI Hype: What Should We Study, and How Should We Study It? An Editor 's Perspective on the Future of AI Marketing Research
主讲人简介：
Ian Phau教授为澳洲科廷大学市场营销学院教授，现为Asia Pacific Journal of Marketing and Logistics (SSCI)主编。并在欧洲以及亚洲的奢侈品及时尚产业（如LVMH, Prada, Longchamp Paris）具有非常深厚的商业咨询经验。并且在如Journal of Business Research, European Journal of Marketing, Journal of Advertising, Journal of Advertising Research, Psychology and Marketing, Tourism Management等期刊发表众多关于奢侈品品牌、品牌假冒品以及盗版等领域论文。Ian教授成功主持举办了四届Mystique of Luxury Brands Conference会议。并且在2020年被澳大利亚政府承认为澳洲40位顶尖研究排行榜终身成就奖。
内容简介：
Artificial intelligence has rapidly become one of the most prominent areas of marketing research, but as the field expands, an important question emerges: are we simply producing more AI research, or are we asking better questions? Drawing on an editor’s perspective, this keynote looks beyond the current wave of AI studies to consider what the next generation of marketing research should examine and, equally importantly, how it should be studied. The presentation will identify emerging research frontiers, highlight areas at risk of becoming saturated, and explore how new methodological approaches can move the field beyond conventional surveys and scenario based experiments. It will also consider how AI is changing not only the topics we investigate, but the research process itself. The keynote concludes by asking a broader question: as AI increasingly mediates relationships between consumers, brands and markets, do we need to rethink some of the fundamental assumptions underlying marketing research?
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