Thinking about Marketing in the Era of AI Symbiosis at the “Marketing Conference 2026″｜日本マーケティング学会

Hello. I am Kawahara, a member of the PR Committee of the Japan Marketing Academy. I am writing this article together with Kai, who is also a committee member.

The Japan Marketing Academy holds large-scale conferences twice a year. One is the “Marketing Conference” held in the autumn, and the other is the “Multi-City Conference” held in the spring. Since the theme for the “Marketing Conference” to be held on October 25th has just been decided and registration has just opened, I would like to introduce the details and what the conferences have been like in the past.

The 2026 theme is “Marketing in the Era of AI Symbiosis: Beyond Digital”

The Marketing Conference is a research convention where academy members gather to present research reports and engage in discussions. This year marks the 15th anniversary since it began in 2012. Academy members from various backgrounds, including researchers, practitioners, and students, participate in a wide range of sessions, both large and small, such as research project sessions, poster review reports, poster sessions, luncheon sessions, oral sessions, and keynote speeches.

Marketing Conference 2026

The theme for 2026 is “Marketing in the Era of AI Symbiosis: Beyond Digital.” While generative AI has already deeply permeated our daily lives, I believe we are still in the trial-and-error stage regarding how it should be utilized in marketing and how to overcome the challenges we face. In the keynote speech in particular, we will organize the eras of “past digital, today’s digital, and future digital” from a bird’s-eye view, given the current digital environment where marketers use generative AI and consumers have mastered it.

The venue is the Hosei University Ichigaya Campus, just like last year. Below, I will introduce a report by Kai, who actually attended the event on-site, regarding the atmosphere and content of last year’s venue.

Experience perspectives from diverse industries and generations, and discuss them on the spot

Of the two large conferences held annually, a major feature of the Marketing Conference is that everyone gathers at a single venue. Approximately 900 academy members attended the Marketing Conference 2025 last year.

Approximately 900 people attended last year

The appeal of this conference lies in the fact that it provides both a place for input to gather the latest marketing trends and a place for communication to interact with those involved in marketing. By listening to sessions you are interested in and getting excited about topics that caught your attention during breaks or at the networking reception, you can gain learning and insights that cannot be obtained through classroom study alone.

Even though we say “marketing,” the industries involved are diverse. People from a wide variety of industries—not only companies specializing in marketing, but also IT, food, distribution, real estate, BtoB, healthcare, fashion, and more—speak from their respective perspectives. Being able to encounter the perspectives of other industries is an experience rarely found in daily work.

It is not just practitioners and researchers active on the front lines who take the stage. Sessions featuring perspectives unique to the younger generation, such as students and new professionals, are also a highlight. You can encounter angles you might not notice in daily life, such as those interpreting mobile, social media, and AI from their perspective, or topics that can only be handled by those who are insiders, such as “oshi-katsu” (fan activities).

Gain cutting-edge information from various industries and generations, and build human connections through networking receptions. The Marketing Conference is an event recommended for everyone involved in marketing.

The overview of this year’s Marketing Conference is as follows. Early-bird pricing applies until September 30th, so please register from the page here.

Theme: Marketing in the Era of AI Symbiosis: Beyond Digital
Date: Sunday, October 25, 2026
*9:00 AM – 5:30 PM
Venue: Hosei University Ichigaya Campus >MAP
Award Ceremony & Networking Reception: Hosei University Fujimi Gate Tsudoi