MAGAZINE LIBERAL CANON

• A guest lecture on "AI and Big Data in Marketing: Shaping the Future of Customer Insight and Responsible Innovation” was conducted for the third-year BBA (Branding and Advertising) students on Friday, 7 November 2025. Dr Mina Tajvidi delivered the session from Queen Mary University of London, sharing valuable insights into the evolving role of artificial intelligence (AI) and big data in modern marketing. Dr Tajvidi explained how digital platforms collect and analyse user data to better understand consumer preferences and deliver personalised experiences. Real-world examples, such as Netflix recommending shows based on viewing history and e-commerce sites suggesting products based on purchase behaviour, were used to illustrate the impact of AI-driven analytics. Students were then divided into groups and asked to conceptualise innovative marketing ideas leveraging AI and data insights. Each group presented its idea to the class, with Dr Tajvidi acting as an investor. The most innovative idea was awarded a special gift from Queen Mary University of London.

The session provided students with a deeper understanding of how AI and big data are reshaping marketing strategies and emphasized the importance of responsible innovation in leveraging these technologies for enhanced customer engagement and business growth.