VU FEBA Hosted One of the World’s Leading Marketing Science Conferences

From 7–10 July, Vilnius University (VU) became the meeting place for the international marketing science community. Hosted by the Faculty of Economics and Business Administration (FEBA) at VU, the Academy of Marketing Science (AMS) World Marketing Congress 2026 brought together more than 200 researchers, scholars and business professionals from 31 countries. Over four days, participants presented the latest research, discussed future directions in marketing, and strengthened international academic collaboration.

One of the world’s leading marketing science events attracted internationally recognised scholars, academic leaders and industry representatives to Vilnius. The conference programme featured around 70 thematic and special sessions, with approximately 250 research presentations covering the most pressing topics in contemporary marketing – from the application of artificial intelligence and changing consumer behaviour to sustainability, neuromarketing, digital transformation, service design, brand strategy and marketing ethics.

This year’s Congress theme, “Marketing in the Age of AI: Balancing Innovation with Human Connection,” encouraged participants to explore how rapidly evolving technologies can be balanced with trust, responsibility and meaningful human connections.

Photo by Vytenis Budrys.

“Hosting an international academic event of this scale is far more than an organisational achievement – it is a recognition of long-term international collaboration, academic excellence and institutional reputation. Together with the Academy of Marketing Science, we spent more than a year developing the Congress programme and working towards bringing world-class marketing scholars to Vilnius. This represents an important milestone not only for our Faculty, but also for Vilnius University and the Lithuanian academic community as a whole. Events like this strengthen our international partnerships, enhance Lithuania’s visibility on the global academic map, foster international collaboration, and create new opportunities for joint research and knowledge exchange,” says Dr Ignas Zimaitis, Vice-Dean for Research at the VU FEBA.

The research presented during the Congress reflected the rapidly evolving nature of the marketing discipline. Particular attention was given to the integration of artificial intelligence into marketing decision-making, consumer trust in technology, the evolution of digital platforms, sustainable consumption, advances in neuromarketing, new approaches to customer experience, and the role of marketing in addressing broader societal challenges. The programme also included special sessions dedicated to doctoral researchers, the advancement of marketing theory, and strengthening collaboration between academia and industry.

For VU researchers, the Congress provided not only an opportunity to present their latest research to an international audience but also to establish new partnerships, initiate collaborative research projects, and contribute to shaping the global marketing research agenda.