The recent development in transformational technologies is both fascinating and disruptive. It is reshaping traditional businesses and helping them tap into new opportunities through innovation across various industries. For instance, the application of AI stands out as one of the transformative technologies that is revitalizing businesses. AI can be applied as a predictive intelligence tool and can aid in content creation. For example, generative AI tools like ChatGPT, LLaMa, Bard, Midjourney, and Nightcafe can maximize the effectiveness and efficiency of content creators. The integration of AI with e-commerce is empowering marketers with advanced tools and insights to design and implement their strategies effectively. This integration offers a streamlined experience with faster buying, easy store and product listing creation, reduced costs, affordable advertising, flexibility for customers, unlimited reach, product and price comparisons, quicker response to market demands, diverse payment options, and seamless export capabilities. Thus, it enables marketers to segment, target, and position products effectively, leading to maximum ROI. However, as Uncle Ben said, "with great power comes great responsibility”. Thus, it is equally important to consider the risks, challenges, and ethical implications associated with the applications of these technologies in marketing.

Let's explore the frontiers of modern-day technologies in marketing by joining us at the upcoming IBA SBS International Conference. Contribute to shaping this future by sharing your valuable research in the field of Marketing.

The Marketing themes and subthemes include (but are by no means limited to) the following:

AI and Marketing

  • Understanding how AI affects customer experience: both online and offline, including how customers feel.
  • Comparing AI and human-made content in marketing: what works better?
  • Leveraging generative AI to foster customer engagement, trust, and loyalty in the digital and traditional realms
  • Increasing marketing campaign efficiency through automation with generative AI.

E-commerce and Fintech

  • Transformative technologies reshaping the e-commerce landscape: AI, blockchain, and beyond.
  • Personalized fintech solutions revolutionizing payment processing and financial services.
  • Data-driven marketing strategies for e-commerce platforms and fintech startups.
  • Addressing cybersecurity challenges and consumer trust in online transactions

ESG (Environmental, Social, and Governance)

  • Engaging stakeholders through innovative marketing campaigns for sustainable practices.
  • Assessing the effects of AI impact on social, environmental, governance, regulatory, legal issues in marketing
  • Transformative innovations in sustainable product design and lifecycle management.
  • Transformative changes in supply chain and packaging practices.
  • AI-enabled solutions for environmental monitoring and conservation efforts.

Food Marketing

  • Transformative technologies for sustainable food production and distribution.
  • Personalized marketing strategies tailored to evolving consumer preferences.
  • AI for data-driven insights in food marketing campaigns.

Agriculture and Marketin

  • Integrating transformative technologies for precision agriculture and yield optimization.
  • Innovative marketing approaches to connect farmers with consumers in the digital era.
  • AI and data analytics for market intelligence and demand forecasting.
  • Promoting sustainable agricultural practices through targeted marketing initiatives.

Tourism: "Pakistan as a Brand"

  • Positioning Pakistan as a transformative tourism destination through digital storytelling.
  • Immersive technologies like virtual reality and augmented reality for destination marketing.
  • Data-driven insights and predictive analytics for tourism demand forecasting and visitor profiling.
  • Sustainable tourism development strategies for preserving cultural heritage and natural ecosystems.


  • Neuroscience technologies to decode consumer behavior and preferences.
  • Predictive intelligence through integration of neuroscience technologies and AI
  • Optimized marketing communications through emotional resonance and sensory branding.

Ethics and responsible technology implementation in marketing

  • Addressing risks and ethical considerations related to AI in marketing and customer experience.
  • Fair and clear algorithms: Ensure AI marketing, data usage, and neuromarketing are bias-free and treat everyone equally.
  • responsible data practices, i.e., protect privacy and prevent technology manipulation in cybersecurity, user privacy, and responsible data collection.
  • Ethical and sustainable innovations beyond greenwashing.
  • Responsible human-tech interaction, ethical automation, and responsible marketing.
  • Promoting transparency and traceability in the food supply chain.
  • Ethical considerations in neuromarketing research and application of brain-computer interfaces.

Note: The list above, though not exhaustive, serves as a guideline for potential topics.

Track Chair

Dr. Ubedullah Khoso


Dr. Ubedullah Khoso
Assistant Professor