Generative AI in Global Marketing: Opportunities, Challenges, and Ethical Frontiers

Call for Papers
Generative AI in Global Marketing: Opportunities, Challenges, and Ethical Frontiers
Journal: Journal of Global Marketing
Submission window: 10 January 2026 – 30 June 2026
Deadline: 30 June 2026

This special issue examines how generative AI is reshaping global marketing through personalization, strategic transformation, consumer engagement, brand storytelling, and cross-cultural communication. It also highlights the ethical, regulatory, and sustainability challenges that come with using AI in diverse international markets.

The call emphasizes that generative AI can support faster decision-making, adaptive content creation, predictive modeling, and real-time customer interaction. At the same time, it raises concerns about privacy, misinformation, bias, intellectual property, transparency, authenticity, and the balance between automation and human judgment.

Special Issue Editors

• Demetris Vrontis, University of Nicosia, Cyprus.

• Aihie Osarenkhoe, University of Gävle, Sweden.

• Sandra Loureiro, ISCTE-IUL, Lisbon, Portugal.

Scope
The special issue welcomes research on generative AI integration in global marketing strategy, personalization, performance, consumer behavior, trust, regulation, culture, sustainability, inclusivity, and brand storytelling. It is open to conceptual, empirical, and interdisciplinary work that examines both opportunities and risks in global and cross-cultural marketing settings. The call especially encourages work on ethics, compliance, consumer trust, and the responsible use of AI in international markets.

Submission details
Manuscripts should be submitted through the journal’s online system and will undergo double-blind peer review. The submission window opens on 10 January 2026 and closes on 30 June 2026.

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