Call for Papers

2027 AMS Annual Conference

Marketing in the Age of Intelligent Agents: Rethinking Customers, Markets and Value

May 19 - 21, 2027 • La Jolla Torrey Pines, California

#AMS26SAVANNAH

As artificial intelligence and emerging technologies continue to transform markets at an accelerating pace, the marketing discipline finds itself at a critical crossroads, entering a period of profound conceptual and practical redefinition. Advances in generative AI, autonomous agents, and data-driven decision systems are reshaping how value is created, communicated, and captured. At the same time, the very nature of the “customer” is evolving, as intelligent systems increasingly mediate, or even participate in, market exchanges.

These developments raise fundamental questions for marketing scholars and practitioners. When algorithms curate information, recommend products, and execute decisions, how should we understand customer journeys, engagement, and loyalty? As firms optimize not only for human attention but also for machine interpretation, new forms of visibility and influence emerge. Traditional metrics and frameworks may require reconsideration, extension, or reinvention to remain relevant in this changing landscape.

This Call for Papers invites research that critically examines the role of AI and emerging technologies in shaping the future of marketing. In addition, research on all traditional marketing topics is also welcome, as is reflected by the diverse range of tracks comprising the conference. We encourage contributions that bridge disciplinary boundaries and foster dialogue between academia and industry. Submissions that offer novel methodological approaches and forward-looking conceptual frameworks are welcome.

Submission topics may include, but are not limited to:

• Theoretical developments that reconceptualize core marketing constructs (e.g., customer, journey, value, loyalty) in technology-mediated
contexts.
• The role of AI agents, synthetic consumers, and autonomous systems as market actors, including implications for exchange, competition, and
strategy.
• Emerging paradigms such as generative engine optimization and algorithmic visibility.
• The impact of AI on consumer decision-making, brand relationships, and consumer autonomy.
• New metrics, analytics, and methodologies for measuring marketing effectiveness in AI-driven environments.
• Ethical, societal, and governance challenges associated with AI-enabled marketing and machine-to-machine market interactions, including
transparency, accountability, bias, misinformation, and potential unintended consequences.

At a time when technological change is both rapid and consequential, marketing scholarship plays a critical role in shaping how these tools are understood and applied. By engaging with these developments thoughtfully and rigorously, the marketing community can contribute to a future in which innovation is guided by insight, responsibility, and impact.

We look forward to your contributions and to advancing this important conversation together.

The CFP submission system will open soon. Submissions will be due:
TBA.

2027Annual Conference Home Page→‍ ‍EasyChair CFP and Submission Link→

2027 AMS Annual Conference:

Conference Co-Chairs

Arne Baruca
Program Chair
Texas A&M University - San Antonio
arne.baruca@tamusa.edu

Patricia Rossi
Program Chair
California State University San Marcos
prossi@csusm.edu

Tracks and Track-Chairs

Marketing Communications and Advertising
Georgiana Cracium
Duquesne University
craciung@duq.edu

Jie Fowler
Valdosta University
jgfowler@valdosta.edu

Artificial Intelligence and Emerging Technologies
Temo Luna-Nevarez
Texas A&M University San Antonio
cnevarez@tamusa.edu

Billur Akdeniz Talay
University of New Hampshire
billur.akdeniz@unh.edu

Minna Rollins
University of West Georgia
mrollins@westga.edu

Brand, Product, and Innovation Management
Merlyn Griffiths
University of North Carolina-Greensboro
magriff3@uncg.edu

Bernadett Koles
SKEMA Business School
bernadett.koles@skema.edu

Consumer Behavior
Felipe Panjoja
Montpellier Business School
f.pantoja@mbs-education.com

Marat Bakpayev
University of Minnesota Duluth
mbakpaye@d.umn.edu

Digital Platforms and Social Media Marketing
Julien Troiville
UQAM
troiville.julien@uqam.ca

Gayoung Park
Villanova University
gayoung.park@villanova.edu

Ingrid Poncin
Université Catholique de Louvain
ingrid.poncin@uclouvain.be

Ethics, Sustainability, Equity, and Societal Impact Marketing
Mia Birau
EMLyon Business School
birau@em-lyon.com

Amanda Yamin
Grenoble Ecole de Management
amanda.pruski-yamin@grenoble-em.com

Global Marketing and Marketing Strategy
Roberto “Bobby” Saldivar
Texas A&M University San Antonio
rsaldivar@tamusa.edu

Navid Bahmani
Rowan University
bahmani@rowan.edu

Hospitality, Sports, and Entertainment Marketing
Halimin Herjanto
Marymount University
hherjant@marymount.edu

Nathalie Spielmann
NEOMA Business School
nathalie.spielmann@neoma-bs.fr

Marketing Pedagogy and Education
Britton Leggett
McNeese State University
bleggett1@mcneese.edu

Mark Peterson
University of Wyoming
markpete@uwyo.edu

Marketing Research and Analytics
Maria Petrescu
Embry-Riddle Aeronautical University
maria.petrescu@erau.edu

Christian Ringle
Hamburg University of Technology
c.ringle@tuhh.de

Supply Chain Management and Business-to-Business Marketing
Fabio de Oliveira
Henley Business School
f.deoliveira@henley.ac.uk

Higor Leite
Federal Technological University of Paraná
higor@utfpr.edu.br

Retailing, Pricing, and Entrepreneurial Marketing
Eleonora Pantano
University of Bristol
e.pantano@bristol.ac.uk

Philipp Brüggemann
University of Hagen, Germany
philipp.brueggemann@fernuni.hagen.de

Services Marketing and Customer Experiences
Karine Picot-Coupey
University of Rennes
karine.picot@univ-rennes.fr

Ribamar Siqueira
Pontificia Universidad Javeriana
siqueiraj@javeriana.edu.co

Sales, Sales Management, and Personal Selling
Devarajan (Deva) Rangarajan
IESEG School of Management
d.rangarajan@ieseg.fr

Edward Nowlin
Kansas State University
elnowlin@k-state.edu

Doctoral Information

Doctoral Colloquium
John Ford
Old Dominion University, USA
jbford@odu.edu

Marko Sarstedt
Ludwig-Maximilians-University Munich
sarstedt@lmu.de

Mary Kay Inc. Competition
Clay Voorhees
University of Alabama
cmvoorhees@ua.edu

Ross Johnson
University of North Texas
Ross.Johnson@unt.edu

David Mathis
The University of Mississippi
djmathis@olemiss.edu

Special Sessions and Proceedings Editors

Special Sessions
‍Arne Baruca
Texas A&M University San Antonio, USA abaruca@tamusa.edu

Patricia Rossi
California State University San Marcos, USA prossi@csusm.edu

Dana E. Harrison
East Tennessee State University
harrisondl@etsu.edu

Proceedings Editors
Jasmine Parajuli
University of Mississippi, USA
amsproceedings@gmail.com

Nick Mobley
University of Mississippi, USA
amsproceedings@gmail.com

Haeden Overby
University of Mississippi, USA
amsproceedings@gmail.com

AMS Conference Paper Policies

Authors (or at least one author) of accepted papers are required to register for the Annual Conference AND to present the accepted research at the time designated in the conference program. Any research submission (competitive or special session) accepted for presentation but not presented at the conference will NOT appear nor be acknowledged in the official conference proceedings (Developments in Marketing Science) published by Springer and indexed in SCOPUS (https://www.springer.com/series/13409).
If at least one of the authors of a paper has not registered by the early bird deadline (approximately 6 weeks prior to the conference), the paper is subject to be deleted from the program. Thus, prior to submission, please consider the submission of the paper seriously and take into account any uncertainties about an author(s) NOT being able to attend.
All conference participants should be active AMS members.
It is against AMS policy to submit the same paper or proposal to multiple tracks or to multiple conferences simultaneously or to resubmit a previously accepted paper.
An individual may not be an author or co-author on more than three (3) competitive papers or structured abstract submissions. Authors risk having all submissions deleted from consideration for a violation of this rule. Every submission consumes resources from AMS and its volunteers.
An individual requiring a visa to travel to the conference should apply for his/her visa in a timely manner and carefully consider the likelihood of attending the conference prior to registering. Cancellation fees will apply to an individual who is unable to attain his/her visa. Authors facing visa issues should carefully consider a backup plan allowing a co-author to present should visa/immigration problems prevent attendance. Please note that virtual presentations are not offered.

Guidelines for Submitting Manuscripts and Special Session Proposals

Please submit structured abstracts, competitive papers, or special session proposals electronically using the EasyChair conference management system, which can be accessed at the following website: https://easychair.org/conferences/?conf=amsac50

The Developments in Marketing Series will publish only full papers. Thus, authors wishing to publish a full paper should submit full papers to the conference. One-page abstracts will be compiled into a separate collection of abstracts featured on the AMS website.

Full paper submissions should not exceed 12 single-spaced pages or 7,000 words, whichever is less, in total length, including all exhibits and references (Times New Roman 12 pt. font, 1-inch margins, see the https://www.ams-web.org/help for detailed formatting information). Be sure to include the title with each submission but do not include a title page with author identification in the submitted document file. The title of the paper, names and affiliations of each author, and complete contact information for the corresponding author(s) (address, e-mail address, phone) will be requested. Please be sure to spell all author names correctly. Misspelled names create problems in creating the program and effective communication. It is against AMS policy to submit the same paper or special session proposal to multiple tracks. Manuscripts will be double-blind reviewed. Only papers submitted as full papers can be published in the proceedings published by Springer. A full paper may also be published as a one-page abstract in a separate collection of abstracts.

Poster submissions should not exceed 4 single-spaced pages following the guidelines and an example at (https://www.ams-web.org/help) Accepted poster authors must agree to prepare a poster for display during the designated session and be available to discuss the research as well as answer questions.

Structured abstract submissions should not exceed 4 single-spaced pages following the guidelines and an example structured abstract at https://www.ams-web.org/help. Structured abstracts accepted for presentation are published as a one-page abstract in the collection of abstracts featured on the AMS website.

Special session/panel proposals can be submitted through the EasyChair system to the special session submissions track. Proposals should contain a 50-word bio of each speaker, a one-page description of the session, and a one-page description of each presentation. If the special session contains individual presentations, each with its own unique “talk” title, then each presentation should be entered into the system separately with a unique identifier in the title tying it back to the special session. In other words, if the special session is about “Fun at AMS,” individual “talks” would have a title like: “Fun at AMS: How to Network Professionally at Receptions.” If you have any questions about the fit of your special session, please contact one of the special session co-chairs prior to uploading a proposal submission. Special session/panel proposals will be reviewed, and those rated as the highest quality and most in keeping with the conference theme will be accepted for presentation. Special sessions/panels can only be published as one-page abstracts in the collection of abstracts. The program team welcomes all ideas for presentations, panels, or other sessions that may be of interest to the AMS Fellows. Please contact one of the special session co-chairs with your ideas.

Please note that only full papers will be considered for the available BEST paper awards.

Additional guidelines and formatting requirements for the proceedings→

Guidelines for Submitting Materials for the Proceedings

Full papers accepted and presented at the conference can be published as a full paper in the conference proceedings, Developments in Marketing Science published by Springer and indexed in SCOPUS. A collection of abstracts will be made available separately. Authors of accepted full-paper submissions may opt to forgo publication in the Volume and instead include a one-page (min 250 – max 400 words) abstract in the collection of abstracts. The page limit for published full papers is min 9 to max 12 single-spaced pages (Times New Roman 12 pt. font, 1-inch margins). Longer papers (up to 18 pages) will be allowed at the rate of US $50 per page over the limit.

Structured abstracts and special sessions will no longer be included in Developments in Marketing Science published by Springer. Structured abstracts and special sessions accepted for the conference can be featured in the abstract collection. Structured abstract submissions are allowed a one-page (min 250 – max 400 words) abstract. Special session submissions are also allowed a one-page (min 250 – max 400 words) abstract summarizing the special session with all participants listed as authors, or as appropriate, all papers presented in the session can be featured as individual one-page abstracts in addition to a summary abstract.

Only authors of full papers appearing in the proceedings published by Springer are required to release the copyright to the Academy of Marketing Science. As noted, any manuscripts not presented at the conference will not be published in these AMS Proceedings. Also, if at least one of the authors of a paper has not registered by the early bird deadline (approximately 6 weeks prior to the conference), the paper will be deleted from the program and cannot be published in the proceedings.