The end of “One World”:

The contemporary global landscape is undergoing a profound structural transition, moving away from integrated global markets toward fragmented geoeconomic blocs, localized supply chains, and distinct digital ecosystems. As macro-environmental forces accelerate de-globalization, the digital touchpoints connecting businesses and consumers are simultaneously undergoing an algorithmic revolution driven by Artificial Intelligence.

This track explores the intersection of Marketing – consumer behavior and advanced AI technologies within an increasingly fragmented, regionalized, and contested world order. From a systemic perspective, de-globalization and rapid AI integration create complex feedback loops: while geopolitical tensions push for national data sovereignty and localized marketing strategies, agentic technologies and autonomous AI ecosystems create new, borderless paradigms for decision-making. As we enter a post-"One World" reality, the traditional consumer journey is being replaced by localized algorithmic loops, machine-to-machine marketplaces, and fragmented digital spaces.

This track invites conceptual contributions, advanced empirical research, and macro-marketing perspectives that scrutinize how businesses and emerging adults in the workforce adapt to these twin disruptions. We encourage submissions rooted in systemic methodologies, Resource-Based View (RBV), Institutional Theory, and Dynamic Capabilities to map the future of business-consumer interactions.