Gaya: Scholars, researchers and industry professionals from across the world gathered at the Indian Institute of Management (IIM) Bodh Gaya for the two-day International Conference on Marketing (ICM 2.0), held on March 14 to 15, to discuss how artificial intelligence is reshaping consumer experiences and marketing strategies.
Organised around the theme “AI-led Transformation in Consumer Experience and Marketing Strategies,” the conference explored the growing role of data analytics, machine learning and intelligent technologies in business decision-making. Discussions highlighted a shift in marketing from traditional mass communication to predictive, personalised engagement driven by artificial intelligence and advanced analytics.
Delivering the welcome address, Prof Vinita S. Sahay, director of IIM Bodh Gaya and patron of the conference, outlined the institute’s vision of promoting impactful research while preparing students for a technology-driven and data-centric economy. She said the institute has been actively integrating artificial intelligence into learning, research and institutional processes to equip future leaders for a rapidly evolving digital landscape.
The conference featured keynote lectures from prominent academics including Prof Anand K. Jaiswal of IIM Ahmedabad, Prof Aditya Gupta of Texas State University, Prof Geeta Menon of New York University, Prof Madhu Viswanathan of the Indian School of Business, Prof Shaphali Gupta of IIM Kozhikode, and Prof Weng Marc Lim of Sunway University. Their sessions examined AI-driven marketing, the evolution of digital marketplaces, recommender systems and the strategic value of data in modern businesses.
Speakers also addressed concerns around data privacy, ethics and the responsible use of technology. Many emphasised that while AI enables deeper consumer insights and highly personalised services, organisations must ensure transparency and trust in how data is collected and used.
The event was attended by Chief Guest Prof Sachin Chaturvedi, vice-chancellor of Nalanda University, who spoke about the broader societal implications of artificial intelligence. He stressed the need for a people-first approach to technological change, highlighting that societies must prioritise continuous reskilling to adapt to rapid innovation.
The conference included six thematic tracks covering marketing analytics, consumer behaviour in digital economies, AI-led communication strategies, sectoral applications of AI, sustainability and ethics, and emerging research methods. More than 260 research papers were submitted for the conference, of which 205 were accepted after peer review.
Convened by Dr Pinaz Tiwari, Dr Anup A. Soren and Dr Chandan Parsad, the event brought together participants from academia, industry and research communities, including scholars from leading institutions such as IIM Ahmedabad, IIM Bangalore and IIT (ISM) Dhanbad. Over the two-day programme, more than 120 research presentations were delivered through both offline and online sessions.
Through keynote talks, technical sessions and research discussions, ICM 2.0 reaffirmed IIM Bodh Gaya’s role as a platform for global academic dialogue on emerging issues in marketing, technology and artificial intelligence.
