International Experts Explore the Challenges of Digitalization and the Human Element in Brand Strategy at IE University’s 2025 Marketing Summit

IE University held the Marketing Summit 2025 this week, bringing together global experts, academics, and industry leaders. During the event, participants explored the challenges of AI and digital transformation, and the human element in marketing strategies. They also discussed how technology reshapes the way brands connect with their audiences.

Among the participants, the Summit included experts from Google, TikTok, The Estée Lauder Companies, Renault, Mondelez, BYD, and Fever. Panelists examined best practices, such as TikTok’s approach to driving authentic engagement and its best practices with KFC, reflected on new marketing strategies for global brands, and shared their vision on the role of technology in transforming marketing, communications, branding, and sales, among other topics.

"The IE Marketing Summit fosters dialogue and collaboration between education and industry. It allows us to connect with the leaders who are redefining marketing and bring those conversations into the classroom," said Dushinka Karani, Vice Dean of MarCom & Talent Development at IE Business School. "Artificial intelligence is transforming how brands communicate, how consumers engage, and how narratives are built. Understanding and leading in this new context is the great challenge for marketing," Karani added. 

Throughout the Summit, academic and business experts also analyzed trends in process digitalization, and personalization of the customer experience. This annual conference reinforces IE University’s position as a leading institution in marketing education and research, and highlights its impact on business transformation.