Visit to the NIM Market Decisions Day 2024

This year's Market Decisions Day, organized by the Nuremberg Institute for Market Decisions, was dedicated to the topic "AI. Does. Marketing." Our doctoral students Annika Hagen and Emily Waltermann had the pleasure of participating in this impressive event.

The diverse program offered a comprehensive look at the role of artificial intelligence from both a scientific and practical perspective. High-profile experts such as science journalist Ranga Yogeshwar, AI futurist and former Head of Go-To-Market at OpenAI, Zach Kass, and former Chair of the German Ethics Council, Prof. Dr. Alena Buyx, shed light on the current and future importance of AI in marketing.

Our key takeaways from the event include:

• The development of technological and social progress will be increasingly asymmetrical. We will (have to) learn to view and utilize these two aspects separately.
• The question of preparing for AI is no longer one of "When?", but "How?". The quickest way to answer this is to ask AI itself: "What should I use you for?"
• Critical thinking and willingness to learn are becoming increasingly important. The key for us is to exercise the "learning muscle" by focusing on what really fascinates us.
• As artificial intelligence progresses, human facets of intelligence will be more important. Qualities such as adaptability, courage, curiosity, critical thinking, and empathy will become indispensable.
• While AI answers "What?" questions or questions of correlation, we humans are able to understand "Why?" questions, causal relationships. Since human intelligence is embodied, emotional, social, individually and socio-culturally historical, artificial intelligence cannot replace human intelligence. For this reason, AI must not bear any moral responsibility, but merely assume supporting functions.

In summary, we can say that exciting and pioneering tasks await us in the coming years. It is up to us to actively shape these developments and to be clear about the social benefits we want to pursue.

We would like to thank the Nuremberg Institute for Market Decisions for this stimulating, insightful event and are already looking forward to next year!