What is the AMA Winter Academic Conference 2026?

As the AMA’s first conference outside the U.S., Bridging at the Frontiers highlights marketing’s unique role in connecting diverse ideas, geographies and priorities while exploring the boundaries of innovation and practice. In today’s world of transition, marked by geopolitical tensions, within-country polarization and ideological contests, environmental challenges and the transformative impact of AI, marketers must navigate complex trade-offs and seize opportunities to create meaningful value.

The 2026 theme emphasizes the dual challenge of bridging divides, local and global, technological and human, ideological and practical, while advancing the frontiers of what marketing can achieve. How can marketing leaders respond to shifting societal norms and skepticism toward policies of sustainability and inclusion while fostering trust across diverse audiences? What role can AI play in transforming customer journeys while driving ethical innovation and equitable growth, such as balancing personalization with privacy and fairness? How can firms manage the dynamic tension between global ambitions and local relevance, ensuring their strategies resonate across distinct cultural and economic contexts?

Join us to explore these pressing questions and opportunities, from rethinking how marketing helps to balance resilience and efficiency in rapidly evolving markets to leveraging emerging technologies to address societal challenges. Together, we’ll bridge the gap between academia and practice, connect global trends with local realities and chart new frontiers for marketing in a dynamic and interconnected world in transition.

Where will the AMA Winter Academic Conference be held?

The AMA Winter Academic Conference will be held in Madrid on February 13-15, 2026.

To learn more and to register, click here.