Marketing operates within a complex macro-environment shaped by forces such as demographics, economics, technology, and socio-cultural factors (Kotler, 2000). Among these, rapid technological advancements are driving significant changes in the marketing landscape (Hoffman et al., 2022; Grewal et al., 2020; Wirtz et al., 2023). Specifically, intelligent automation (Bornet et al., 2020) and artificial intelligence (AI) (Huang & Rust, 2018, 2024; Krafft, Sajtos, & Haenlein, 2020; Skiera, 2022) are creating new ways to interact with customers (Kopalle et al., 2020; Hoyer et al., 2020; Libai et al., 2020), generating personalized content (Reisenbichler et al., 2022), and enabling agile, data-driven decision-making models (Kalaignanam et al., 2020; Rangaswamy et al., 2020). While much research has focused on market-facing activities, there has been less emphasis on examining how these technologies are reshaping the work of marketing professionals, which is the central focus of this proposed session.

In particular, the proposed special session aims to discuss the purpose, accountabilities, roles, skills, processes, routines, and values of marketing professionals' work in relation to customer, brand, and channel-related tasks—collectively referred to as marketing work (MW).

The session will include short presentations followed by a discussion with attendees.