Ho Chi Minh City at night, seen from above the Saigon River

MBIC–GESG 2027 · 30 May – 1 June 2027 · International University, VNU-HCM · Ho Chi Minh City

When AI Chooses

Agentic AI, Consumer Confidence, and Corporate Responsibility

The 2nd International Conference on Marketing, Management and Business Innovation, jointly organised with the 4th Global ESG Conference (GESG) of the Consortium for Global Sustainability (CGS).

Submit paper Read the call for papers

1.0Call for papers releasedNovember 2026
2.0Submission deadline15 April 2027
3.0Notification of acceptance30 April 2027
4.0Final registration10 May 2027
5.0Conference30 May – 1 June 2027

AI is moving from recommending to deciding.

AI agents now search for, compare, book, negotiate and purchase on behalf of consumers and managers. When AI chooses, three questions become urgent: who is the customer, who is accountable, and on what grounds should anyone trust the choice?

MBIC 2026 examined customers in transition. MBIC 2027 takes the next step, asking what happens to consumer confidence, brand meaning and corporate responsibility when decisions are delegated to machines that can be persuasive, opaque and sometimes wrong.

About the conference

Participants listening to a research presentation at MBIC 2026 — Research session, MBIC 2026

Research that moves the SDGs

Five tracks, each linked to the UN Sustainable Development Goals it speaks to. Submissions are not limited to fixed tracks; indicate the closest one when you submit.

Four ways to take part

Research Sessions

Full papers and extended abstracts from scholars and doctoral researchers.
Industry Sessions

Practitioner talks and panels on how firms deploy, govern and communicate AI and ESG.
Collegiate ESG Idea Innovation Challenge

“Shaping a Sustainable Future”: an ESG idea competition for undergraduate and master’s students.
Poster Sessions

Comprehensive research, work in progress and preliminary findings from undergraduate and master’s students.

What to submit for each stream

Best papers, fast-tracked to 3 Q1 SSCI, rank A/ABDC.

Best papers will be invited to an expedited review process at three Q1, SSCI-indexed journals ranked A, in retailing, tourism and hospitality.

Not selected? Your paper stays yours. Every accepted paper can opt in to the proceedings (ISBN) or opt out and stay free for any journal.

Publication opportunities

JRCSJournal of Retailing and Consumer ServicesQ1SSCIA/ABDC
JTTMJournal of Travel & Tourism MarketingQ1SSCIA/ABDC
JHTRJournal of Hospitality & Tourism ResearchQ1SSCIA/ABDC

MBIC–GESG 2027 brings MBIC together with the 4th Global ESG Conference (GESG) of the Consortium for Global Sustainability

MBIC contributes the academic research programme in marketing, management and business innovation. CGS, a network of scholars working on ESG in business and in hospitality and tourism, contributes industry and sustainability insight.

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