What If? – The IMBM Futures Studio

This semester, some of the International Marketing and Brand Management students have chosen to taken a deep dive into the world of AI through their elective course titled "AI-Assisted Market Intelligence: Theory Meets Practice." The course has challenged them to grapple with the profound uncertainties that AI is creating across marketing, technology, and society at large.

Their primary method of exploration has been scenario planning, a strategic tool that allowed them to construct vivid, plausible futures shaped by AI's influence. Rather than simply theorizing, the students have tested real marketing strategies against these imagined futures to see how they hold up under different conditions.

The ten student groups have applied this AI-focused lens across a diverse range of industries and themes. They've examined how AI might reshape politics, transform the food industry, revolutionize entertainment and art, redefine marketing practices, and alter the landscape of health care, among other areas. Each group has developed strategic responses to the futures they envisioned.

The seminar will culminate with an industry panel featuring representatives from Alfa Laval, IKEA, SEB, and Innovation Skåne. This brings a real-world perspective to the students' academic work, allowing their AI-driven scenarios and strategies to be examined and validated by professionals who are navigating these same uncertainties in their organizations today.

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