The Department of Business Administration, Quantum University, Roorkee, successfully organized an expert session on the topic “Digital Marketing in the Age of AI – From Automation to Intelligence” on 24th April 2026 at Harmony Hall, F-Block. The session witnessed enthusiastic participation from students of MBA, BBA, BBA LLB, and B.Com along with faculty members.

The event commenced with the warm welcome and felicitation of the distinguished guest speaker, Dr. Mokhalles Mehdi, Professor of Marketing at the Fortune Institute of International Business, New Delhi, by Dr. Manish Srivastava, Director, Quantum School of Business. In his address, Dr. Srivastava emphasized the growing significance of Artificial Intelligence in the business environment and highlighted the importance of expert-led sessions in bridging the gap between academic learning and industry practices.

Delivering the keynote session, Dr. Mehdi shared insightful perspectives on how Artificial Intelligence is transforming the landscape of digital marketing from traditional automation to intelligent, data-driven decision-making systems. Through practical examples, interactive discussions, and industry case studies, he explained the evolving role of AI in enhancing customer engagement, personalization, predictive marketing, and business performance.

The session also covered modern marketing approaches such as ATL (Above the Line) and BTL (Below the Line) strategies, highlighting how Artificial Intelligence enables businesses to integrate mass communication with highly targeted and personalized campaigns. Special emphasis was laid on customer engagement, hyper-personalization, performance marketing, predictive analytics, and the concept of the AI-collapsed marketing funnel, where AI significantly shortens the customer decision-making process.

Students gained valuable insights into the importance of data analytics, dashboards, customer behavior evaluation, dynamic pricing models, and automated content optimization in modern business environments. The speaker further explained how algorithmic decision-making helps organizations improve precision, efficiency, and marketing effectiveness while reducing human bias.

Overall, the event proved to be highly informative, engaging, and professionally enriching. The initiative reflected Quantum University’s continuous commitment to providing industry-oriented learning experiences and preparing students to excel in technology-driven business environments.