From Prediction to Creation: Rethinking Marketing in the Age of Generative AI

Generative AI is changing marketing fast — but what does that really mean for strategy, creativity, ethics and consumer trust? In this episode of AMS Illuminations, host Brad Carlson talks with Dr. Erik Hermann, Interim Professor of Marketing at European University Viadrina, about the shift from predictive AI to generative and agentic AI. Together, they explore AI as both collaborator and competitor, why consumers form emotional attachments to machines, and how marketers can use AI responsibly to create value for customers, organizations and society. Follow the Academy of Marketing Science on social media: Facebook: facebook.com/AcadMktingSci (  / acadmktingsci  ) LinkedIn: linkedin.com/company/academy-of-marketing-science (  / academy-of-marketing-science  ) For more information on AMS, visit https://ams-web.org/.