World Marketing Forum 6.0 brings together experts from 54 countries, unveils Dhaka Declaration on responsible marketing
DHAKA, October 31: Global marketing leaders, academics and industry experts have called for a human-centred approach to artificial intelligence (AI), stressing that technological innovation must be guided by human creativity, ethics and consumer trust.
The call came at the two-day World Marketing Forum 6.0, held on October 30–31 at BRAC University in Dhaka, where international experts explored the evolving relationship between artificial intelligence and marketing under the theme ‘Artificial Intelligence in Marketing: Human + Tech’.
The forum also unveiled the Dhaka Declaration of the World Marketing Council, titled ‘Marketing for Global Good: Y2030 & Beyond’, marking a joint commitment to responsible and inclusive marketing across 54 countries in Asia, Africa and Europe.
Adopted by the World Marketing Council (WMC), Asia Marketing Federation (AMF), African Marketing Confederation (AMC) and European Marketing Confederation (EMC), the declaration emphasised the role of marketing in promoting global good beyond conventional business objectives.
The sixth edition of the international forum was convened by the World Marketing Council and co-hosted by Bangladesh Brand Forum in partnership with BRAC University and BRAC Business School.
In his welcome address, Sajid Mahbub, secretary general of the WMC and Marketing Society of Bangladesh (MSB), said artificial intelligence was transforming how businesses understand and serve customers, but human values remained central to marketing.
He described the forum as a platform for international marketers, academics and industry leaders to exchange knowledge and shape a future in which technology and human values advance together.
Professor Mohammad Mujibul Haque, dean of BRAC Business School, highlighted the role of academia in preparing the next generation of marketing professionals for an AI-driven business environment.
The two-day event featured 10 keynote sessions, two case studies and two panel discussions, bringing together international marketing professionals, business leaders and researchers.
Joining virtually, renowned American marketing scholar Professor Philip Kotler delivered the opening keynote, discussing how artificial intelligence can improve business efficiency, customer understanding, market opportunity identification and sales forecasting.
He urged businesses to adopt AI gradually and responsibly rather than becoming overly dependent on technology.
Human creativity, supervision and judgment, he said, must remain at the centre of marketing decisions. He also called for stronger collaboration between marketing and finance teams to align investments in AI with productivity, brand development, costs and profitability.
Hermawan Kartajaya, co-founder of the World Marketing Forum and founder of the Asia Marketing Federation, highlighted the importance of combining technological innovation with human values, creativity, trust and social responsibility.
He argued that businesses should move beyond conventional competition towards what he described as ‘Generative Advantage’ by creating new products, experiences and markets.
Marketing, he said, should extend beyond profit-making to generate positive social and environmental impacts through ethical practices and inclusive growth.
Other keynote speakers included Tara Yoon, head of partner performance, channel sales for Southeast Asia at Google; Eric Ku, founder of Itrain Asia, Malaysia; Professor Syed Ferhat Anwar, president of the World Marketing Council and vice-chancellor of BRAC University; Dr Dan Visitchaichan of the Marketing Association of Thailand; Helen McIntee-Carlisle, president of the African Marketing Confederation; Dr A K Enamul Haque, director general of the Bangladesh Institute of Development Studies (BIDS); Nafis Faysal, co-founder of Vosu.ai; and Ralf Strauss, president of the European Marketing Confederation.
Their discussions covered AI-driven marketing innovation, consumer psychology, global and local marketing strategies, productivity, entrepreneurship and the need for effective regulation.
Two panel discussions examined the practical implications of AI adoption and the future of marketing education.
The first explored whether affordable AI tools could help small and medium-sized enterprises compete with larger businesses, while the second focused on strengthening collaboration between universities and industry to translate academic research into practical business solutions.
Case studies on BRAC University and South Korea's integration of artificial and analogue intelligence in K-Culture also provided institutional and cultural perspectives on technological transformation.
Special remarks and discussions throughout the forum reinforced the importance of human judgment, ethical responsibility and consumer trust in ensuring that AI delivers sustainable value.
The forum brought together several other prominent international and local speakers, including Jack Yao, partner and president of the Asia Marketing Federation; Professor Arshad Mahmud Chowdhury, pro-vice-chancellor of BRAC University; Professor Boojong Kim of Dream Company; Sergiy Spivakovsky of the Higher Colleges of Technology, UAE; Ashraf Bin Taj, managing director of International Distributions Company Bangladesh PLC; and Rohan Somawansa, director of DSI Group.
The event also featured contributions from academics, marketing professionals and business leaders representing Bangladesh, Sri Lanka and other countries.
Walton Hi-Tech Industries PLC presented the forum as title partner, with ACI Motors Limited as powered-by partner and PRAN as a supporting partner. Bangladesh Brand Forum organised the event, with support from regional and international marketing organisations and academic institutions.
