Description
Artificial Intelligence is reshaping how firms create value, innovate, and compete in increasingly complex markets. Yet for many organizations, particularly SMEs, the challenge is not access to AI technologies, but understanding how AI-enabled marketing capabilities translate into tangible business transformation under real competitive pressures.In this session, Dr. Omkar Dastane, Director of Postgraduate Studies and Senior Lecturer in Marketing, will explore how AI-powered marketing enablement can be applied to drive real business transformation. Bridging academic insights with market realities, this session demystifies AI in marketing and shows how organizations and professionals can move from concepts to execution. Drawing on insights from the Monash Malaysia HASS 2025 funded research project on AI-powered sales enablement market innovation, and business transformation, this session explores how marketing theory can be operationalized into market-facing value through AI.
Rather than assuming linear effects or one-size-fits-all solutions, this session highlights how multiple strategic pathways can lead to successful outcomes, even in environments characterized by dysfunctional competition. The focus is on practical frameworks, managerial sense-making, and decision logics that help firms move from AI concepts to execution and measurable impact.
| Period | 11 Mar 2026 |
|---|---|
| Event type | Workshop |
| Degree of Recognition | International |
