Digital Responsibility and Responsible AI in Marketing
(A2026-134081)

AUTHORS

Lara Lobschat, Maastricht University; Matilda Dorotic, BI Norwegian Business School; Dipayan Biswas, University of South Florida; MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School; MING-HUI HUANG, National Taiwan University; Kelly Martin, Colorado State University, USA; ANA VALENZUELA, ESADE; Jochen Wirtz, NUS Business School/National University of Singapore; Klaus Wertenbroch, INSEAD

ABSTRACT

This workshop introduces an innovative and interactive format designed to advance research on digital responsibility and responsible AI in marketing. Bringing together senior scholars, thought leaders, and junior researchers from the EMAC community, the session fosters collaborative exploration of emerging challenges related to digital responsibility, privacy, autonomy, human-AI alignment, transparency, and the societal implications of intelligent systems and transformative firms’ practices. The workshop begins with short impulse presentations by respected scholars that outline underexplored opportunities and research gaps. These inputs serve as catalysts for a speed-dating style exchange in which participants pitch research ideas, receive focused feedback, and engage in rapid, rotating dialogues with experts and peers. Alternatively, if a larger group of participants joins the session, we can form focus group discussions. By the end of the session, attendees will have identified promising research avenues, reflected on shared insights, and contributed to shaping a future research agenda on responsible AI and digital responsibility in marketing. The workshop will serve as a foundation for a collaborative, agenda-setting publication involving presenters and active participants.