On September 29, 2025, the International Office of CUI successfully organized an online talk on “Unlocking Tomorrow: The Future of Marketing in the Age of AI” by Dr. Farrah Arif, Deputy Director of Education and Associate Professor in Marketing and Communications at Queen Mary University of London, UK.

Students from Islamabad Campus’ Department of Management Sciences joined the lively session physically at the Videoconferencing Room. The event, moderated by students of BBA Mr. Talha Ahmed and Ms. Amna Bibi, opened with Quranic verses, formal introductions of COMSATS University Islamabad and its International Office led by Dr. Hammad Omer, T.I., and a special acknowledgment of CUI’s growing global footprint. Dr. Omer, himself a Commonwealth Scholar and recipient of the Tamgha-e-Imtiaz, also shared his connection with Dr. Farrah from their time in the UK back in 2008.

Joined virtually from the London, UK, Dr. Farrah delivered an engaging lecture tracing the journey of marketing through three key eras:

• Traditional Era – TV and radio as primary channels.
• Digital Era – dominance of social media platforms.
• AI-Driven Era – personalization through chatbots and intelligent systems.

She highlighted how companies like Amazon, Daraz, Netflix, Gama App, HBL, Foodpanda, Jazz, and Telenor are already embedding AI into their strategies, reshaping customer experiences. Tools such as HubSpot were discussed as examples of how AI is revolutionizing the marketing ecosystem—from personalized web strategies to AI-powered writing, visuals, and voice. Dr. Farrah encouraged students to responsibly use AI tools like ChatGPT for ideation and support, while underscoring that human creativity, critical thinking, and originality remain irreplaceable. She also highlighted AI content creation tools for writing texts, visual, video and audio like ChatGPT, Jasper, Midjourney, DALL-E, Synthesia, Runway ML, Descript, Murf.ai, etc. An interactive Q&A segment allowed students to engage directly with Dr. Farrah, who provided insightful answers to questions.

The talk overall presented the future of marketing in the age of AI as driven by hyper-personalization, predictive insights, and intelligent automation that are reshaping customer engagement worldwide, AI-powered tools now integrate writing, visuals, voice, and data analytics to deliver tailored strategies with unprecedented precision. Yet, amidst this transformation, human creativity, critical thinking, and ethical responsibility remain central to meaningful marketing. The talk left students inspired to embrace AI-driven innovation while upholding ethics and creativity in their future careers.

The session concluded with warm thanks, applause, and a group photograph.