Artificial intelligence 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: how AI reshapes consumer behaviour and managerial practice. MBIC 2027 takes the next step. It asks what happens to consumer confidence, brand meaning and corporate responsibility when decisions are delegated to machines that can be persuasive, opaque and sometimes wrong. AI hallucinations, synthetic content and “AI-washing” sit alongside greenwashing as threats to trust, while responsible AI governance becomes part of a firm’s social and ESG commitments.
Co-organised with CGS
The 2027 edition is co-organised with the Consortium for Global Sustainability (CGS), a network of scholars focused on environmental, social and governance (ESG) issues in business and in hospitality and tourism. MBIC contributes the academic research programme in marketing, management and business innovation; CGS contributes industry and sustainability insight. Together, the conference offers a forum where rigorous research, industry practice and the next generation of researchers meet.
Research we welcome
Conceptual, empirical, experimental, qualitative and mixed-method research. We particularly encourage studies using behavioural, field, platform or experimental data that move beyond self-reported adoption intentions, and studies grounded in Vietnam, Southeast Asia and other emerging markets.