Call for papers

Artificial Intelligence (AI) has revolutionised numerous industries and disciplines, and marketing communications is no exception. As AI continues to evolve, it presents both unprecedented opportunities and challenges for marketers. To explore the latest advancements, trends, challenges, and future opportunities in this dynamic field, we invite submissions for the 29th International Conference on Corporate and Marketing Communications 2025 at Birmingham University Business School on “Artificial Intelligence in Corporate and Marketing Communications- Trends, Challenges, and Future Opportunities.”

As outlined by Malthouse and Copulsky (2023), there’s a growing recognition that Artificial Intelligence and Machine learning will play increasingly central roles in shaping the future of corporate and marketing communications. Leveraging AI technologies, marketers can now analyse vast amounts of data, personalise messaging, and optimise campaigns with unprecedented precision. The integration of Artificial Intelligence (AI) has reshaped the operations of various industries. Notably, leading quick- service restaurants like McDonald’s have embraced AI-enabled tools such as automatic license plate attribution and recommender systems. These innovations facilitate predicting customer orders, suggesting new menu items, and streamlining drive-through traffic flow. Similarly, subscribers to platforms like Spotify, Amazon, and Netflix are experiencing a surge in personalised content curation, spanning music, books, and videos. Concurrently, marketers are leveraging AI and machine learning to streamline marketing processes, from audience segmentation to programmatic advertising management and outcome attribution.

Scope and Objectives:

This conference call seeks to explore the complex landscape of AI in corporate and marketing communications, exploring the latest trends, challenges, and future opportunities. We aim to provide a comprehensive understanding of how AI is reshaping the way organisations engage with their audiences internally and externally in the B2B and B2C sectors.

We welcome contributions from researchers, practitioners, and industry experts, addressing various aspects of AI in corporate and marketing communications. Also, we welcome contributions from both corporate and consumer perspectives, encompassing B2B and B2C contexts including but not limited to:

• Personalisation and Targeting: Exploring AI-driven approaches for predicting consumer behaviour, personalised corporate and marketing communications, segmenting audiences, and targeted advertising. Also, examining the role of machine learning algorithms in optimising targeting strategies and enhancing campaign effectiveness.
• Content Creation and Optimisation: Investigating AI-powered tools and techniques for content generation, optimisation, and curation across diverse channels. Furthermore, assessing the impact of AI on content quality, relevance, and engagement metrics.
• Customer Experience Enhancement: Analysing AI’s role in improving customer experience through chatbots, virtual assistants, recommendation systems, and conversational interfaces to enhance customer service and support. As well as investigating sentiment analysis and emotion recognition techniques to tailor marketing communications to individual preferences and emotions.
• The use of AI in Corporate Communications: Explore how artificial intelligence is transforming the ways in which organizations communicate with their stakeholders, including employees, investors, and the public. Topics of interest include AI-driven strategies for crisis management, enhancing internal communications, personalising investor relations, and optimising public relations campaigns.
• Predictive Analytics and Decision-Making: Examining the use of AI algorithms for identifying emerging opportunities, and optimising marketing strategies.
• Ethical Considerations and Privacy Issues: Addressing ethical dilemmas, privacy concerns, and regulatory challenges associated with AI deployment in corporate and marketing communications, including concerns related to data privacy, algorithmic bias, and transparency.
• The use of AI in enhancing Sustainable Corporate and Marketing Communications: By leveraging AI, organisations can not only improve their communication effectiveness but also align their operations with sustainable development goals, thereby building a stronger, more responsible brand. This track aims to provide insights into how AI can be a powerful tool in advancing sustainability in corporate and marketing communications practices.
• Integration with Emerging Technologies: Exploring synergies between AI and other emerging technologies such as the Internet of Things, blockchain, and virtual & augmented reality in enhancing corporate and marketing communications and creating personalised customer experiences.
• The use of AI in Sales and Outreach Communications: Exploring how leveraging AI to optimize outreach efforts while maintaining trust and integrity in customer relationships. Also, exploring how AI can enhance the interface between sales and marketing, offering unprecedented opportunities to engage customers, as well as areas where caution is warranted to avoid overstepping ethical lines. Examining the ethical boundaries of AI-driven outbound communications, questioning whether its use has already become intrusive and eroded the trust of the people it aims to engage.
• Case Studies and Best Practices: this year we also accepted case studies to present real-world case studies, success stories, and best practices showcasing the effective implementation of AI in corporate and marketing communications campaigns. Case studies also could highlight lessons learned, practical insights, and actionable recommendations for organisations looking to harness the power of AI in their marketing efforts.

The 29th International Conference on Corporate and Marketing Communications conference will consider both theoretical and empirical papers, working papers, and extended abstracts for review, and ideas for special session proposals would be welcomed.

Please use the below button 'SUBMIT HERE' to submit your paper/s.

The submitted papers will be reviewed by the Conference Committee.

Prizes will be awarded for the best competitive paper and for the best working paper as judged by a panel of experts. The best competitive paper will receive automatic acceptance by the Journal of Marketing Communications, subject to requested editorial changes. Successful authors will present their papers at the conference and all competitive papers accepted for the conference will be reviewed by the Editor for consideration to be submitted to the Journal of Marketing Communications (JMC).

Upon acceptance, the authors agree to the following:

1.      to return the manuscript (abstract) in the correct format and time to be included in the conference proceedings,

2.      at least one author will present the manuscript at the conference and will register (by 10 March 2025) and

3.      the conference presenters can submit a maximum of two manuscripts.

Please view the full Call for Papers here

 Key Dates:

• Paper submission: Extended until Monday 24 March
• Deadline for conference registration: Monday 31 March 2025

Contact: for any submission enquiries please contact the conference co-chair, Dr Ahmed Shaalan, at a.shaalan@bham.ac.uk