The 3rd Annual Marketing Research Society of Malaysia (MRSM) Conference, held at APU, celebrated the ever-changing collaboration between data-driven intelligence and the uniquely human spark.

Forget about robots taking over! The focus of the 3rd Annual Marketing Research Society of Malaysia (MRSM) Conference was ‘Keeping it Real: Embracing Human Insight In An AI-Powered World’, rather than artificial intelligence (AI) vs. humans.

Dr. Morakinyo Dada and Mr. Ninderpal Singh from the School of Marketing and Management (SoMM) collaborated with MRSM to host this conference last December 2023, at Asia Pacific University of Technology & Innovation’s (APU) state-of-the-art campus in Kuala Lumpur.

The conference drew over 200 guests, including prominent leaders, professionals, industry experts, marketing gurus, academics, media mavericks, and even Fast-Moving Consumer Goods (FMCG) and tech giants.

Among the distinguished speakers present are Ms. Venus Khor (Masverse Sdn. Bhd. Creative Entrepreneur & Chief Brand Officer), Mr. John Smurthwaite (former president of MRSM), Dr. Milan Agnihotri (Client Partner at Dentsu International), Sophie Cox (Managing Director of Firestar), Mr. Hirotoshi Nakahara (Google Senior Marketing Effectiveness Research Manager), and Mr. Kelvin Goh (Founder of Vodus Research).

Ms. Kylie Lim (Market Insights Head, Abbott Laboratories (M) Sdn. Bhd.), Ms. Disha Bhatnagar (Regional Head, Research & CX, Carsome Group), Mr. Ajay Bangia (Global Scale Leader IPSOS UU), Mr. Peter Kua (Partner, Quandatics Consulting (M) Sdn. Bhd.), Ms. Haniza Ramli (Data & Insights Director Media Monks SEA), Dr. Chin Chin Wong (Digital Head of Data Products, ADA) and Ms. Paromeeta Mathur Banerjee (President of MRSM and Country Head, Kantar Insights Malaysia) were also present.

The conference shattered the myth of AI replacing human intuition. Instead, it embraced the potent combination of data-driven insight and the uniquely human spark from the expert speakers.

“This year’s MRSM conference set a new attendance record, demonstrating a growing interest in the role of AI alongside human insights.

“With APU as our long-term host and partner, we anticipate continued success for this conference in the future,” said Ms. Paromeeta Mathur Banerjee, President of MRSM and Country Head, Kantar Insights Malaysia.

Mr. John Smurthwaite, former president of MRSM, agreed with her, stating, “Our joint conference with APU highlighted the crucial collaboration between industry and academia to develop advanced research methods, particularly through AI.”

By bringing together key figures from the FMCG, Fintech, and other industries, this conference highlights the importance of blending technological breakthroughs with human intellect and intuition.

This convergence acknowledges that, while AI has unprecedented capabilities, human insight brings empathy, creativity, and deep understanding into decision-making.

Through discussions led by industry experts, this event highlighted the crucial role of the human perspective in guiding innovation, ensuring ethical AI applications, and nurturing authentic connections in a rapidly changing digital environment.

According to Digital Marketing students Nguyen Thi Mong Tuyen, Yang Sofia Alyssa Ebi Azly, and Samira Anwar Khanam, the conference highlights the significance of blending advancements in technology with human intelligence and intuition.

“In an increasingly data-driven society, it is easy to become lost in a sea of algorithms and automated processes. While AI has transformed the way organisation’s function, the conference highlighted that human insight remains an invaluable tool in understanding and interacting with consumers in the marketplace and the greater human world,” they agreed.

APU Chief Operating Officer Mr. Gurpardeep Singh, emphasised the university’s dedication to equipping graduates with current technological knowledge, including AI skills, to meet industry needs.

“We (APU) equip our graduates with the latest AI skills, ensuring they are future-proof professionals.”

This conference was not just about trends. It was a call to action: embrace the human spark in the age of AI. By harnessing both data and intuition, we can navigate the digital landscape with innovation, responsibility, and genuine human connection.