Message from the President: March
I recently had the opportunity to attend a small, invitation-only conference bringing together industry leaders, C-level executives, and a few marketing scholars to discuss CX in the age of AI. What began as a conversation about AI-enabled CX initiatives quickly turned into a more fundamental question: Who is tomorrow’s customer?
An executive noted that a growing share of price requests already comes from AI agents, signaling a shift toward machines as market actors. As AI increasingly mediates decisions, marketing may need to address not only human customers but also machines. Traditional SEO is giving way to generative engine optimization, and visibility in LLMs is becoming critical. Established metrics such as NPS are being reconsidered, with attention shifting toward “share of models” – a brand’s salience and representation across LLMs.
Even if the rhetoric may outpace reality, the underlying shift deserves scholarly attention. If AI systems increasingly mediate information, evaluation, and choice, then many of our core concepts such as customer journey, loyalty, and word-of-mouth may require reconsideration. This is not about abandoning foundational theory, but about extending it thoughtfully into new contexts.
For marketing scholars, this moment brings both opportunity and responsibility. The AMS has long been a forum where rigorous theory meets managerial relevance, and our community is well positioned to bring clarity to rapidly evolving developments in AI, analytics, and marketing strategy. Our upcoming Annual Conference in Savannah provides a timely opportunity to continue and deepen this dialogue. I look forward to the discussions and presentations that will examine how AI is reshaping customer journeys, branding, and firm decision-making, and to engaging with your research on these important developments. Let’s approach these changes with curiosity, rigor, and intellectual leadership. I truly believe that the future of marketing will be shaped not only by technology, but by the scholarship that guides its application.
Marko Sarstedt
President of the Academy of Marketing Science
