With the rapid development of generative artificial intelligence (AIGC) and automation technologies, the traditional paradigm of marketing communication is undergoing unprecedented transformation. To help MBA students stay at the forefront of technology and enhance their business competitiveness in the AI era, the FOB successfully held a specialized workshop last Friday titled "AI-Driven Future Marketing: Disruption and Practice of Generative AI and Automation in Integrated Marketing Communications (IMC)."

The workshop was led by Mr. Edison Un, a tech entrepreneur and AI corporate training instructor. From the unique perspective of a full-stack engineer, Mr. Un deconstructed the current global AI landscape for business students, including the competitive dynamics among major models such as ChatGPT, Claude, DeepSeek, and Sora. He pointed out that marketing models are shifting from traditional "human-to-human" approaches to "AI-driven targeting," and that the evolution of marketing technology (MarTech) is profoundly changing how brands communicate with consumers. Through case studies of AI marketing by top global brands such as Coca-Cola, students gained direct insight into AI's immense potential in predicting consumer behavior and generating creative content.

During the hands-on session, in addition to live demonstrations of how to use prompt engineering to turn AI into a "chief consumer researcher" and simulate specific target audiences for pain point analysis, students also learned to use tools such as Nano Banana and Doubao to rapidly generate advertising visuals and business proposals, experiencing the power of AI-driven content creation matrices. Mr. Un emphasized that "understanding business logic is more important than knowing how to code." In the AI era, the core advantage of MBA students lies in "AI collaboration"—that is, the ability to define problems, optimize business processes, and leverage AI tools to significantly enhance productivity.

Through the organization of such workshops, students not only acquire a practical AI toolkit but also develop a strategic vision to stay ahead in the technological wave of 2026. The FOB will continue to focus on enhancing students' understanding and application of AI tools, helping them stand out in their future work and studies, and meet the new challenges and opportunities of the intelligent era.