Effective Uses of AI in Marketing

March 27, 2026
University at Buffalo Center for the Arts, North Campus, Amherst, NY

Conference Recap

The University at Buffalo School of Management’s Cener for Marketing Analysis hosted a conference entitled “Effective Uses of AI in Marketing” on March 27 at the Center for the Arts on UB’s North Campus.

Conference Contact

John Hennessy
mgt-mktconf@buffalo.edu

Dinesh Gauri
mgt-mktconf@buffalo.edu

The event attracted more than 100 attendees, including students, faculty, alumni and industry partners. The day featured insights from presenters such as Ron Ferri, president, Tops Markets, Matthew Krueger, senior vice president of digital commerce, Buffalo Games and Jordan Hutchings, PhD candidate, Rotman School of Management, University of Toronto, alongside panels with leaders from DunnHumby, Goodway Group, Northeast Grocery, ACV Auctions, M&T Bank and Delaware North. A new addition this year, the student marketing showcase, offered a fresh look at emerging talent and research in action. From industry perspectives to academic insights, the conference highlighted how AI continues to shape marketing practice in real and measurable ways.

Photo Gallery

Speakers and Schedule

Time	Event
8-8:45 a.m.	Registration and Breakfast Center for the Arts Atrium
8:45-9 a.m.	Welcome Remarks Ananth Iyer, Dean, University at Buffalo School of Management Dinesh Gauri , Chair and Melvin H. Baker Professor of Marketing, Executive Director, Center for Marketing Analysis
9-9:45 a.m.	Industry Keynote Address: State of AI in Retailing: Challenges and Opportunities Ron Ferri, President, Tops Markets
9:45-10:30 a.m.	The New Rules for Success in Online Marketplaces Matthew Krueger, Senior Vice President of Digital Commerce, Buffalo Games
10:30-10:45 a.m.	Coffee Break
10:45-11:30 a.m.	Maximizing Grocery Retail Market Share Erich Kahner, Senior Director of Strategy and Insights, DunnHumby
11:30 a.m.-Noon	School of Management Marketing Student Showcase: Reimagining Customer Loyalty with AI
Noon-1 p.m.	Lunch
1-1:45 p.m.	Industry Keynote Address: Best Practices and Success Stories of AI in Marketing Alex Monaco, Expert Associate Partner, Bain & Company
1:45-2:30 p.m.	Panel Discussion: Data in the Age of AI Joe Frick, Senior Vice President of Growth, Goodway Group Scott Kessler, EVP and Chief Information Officer, Northeast Grocery Karen Stuhlmiller, Head of Data Management and the AI Center of Excellence, M&T Bank John Coles, Vice President of Data Science and Analytics, ACV Auctions
2:30-2:45 p.m.	Coffee Break
2:45-3:15 p.m.	Academic Presentation: Structural Models of Restaurant Location Choice: Evidence from Baltimore Jordan Hutchings, PhD Candidate, Rotman School of Management, University of Toronto
3:15-3:45p.m.	Academic Presentation: Data Valuation in Marketing Collaborations Ziyao Tang, PhD Candidate, Simon Business School, University of Rochester
3:45-4:30 p.m.	Panel Discussion: Productivity Boosts from AI in Marketing Erinn Steffen, Chief Operating Officer, Mower Hemant Sangwan, Professor of Data Science and Marketing Analytics, Seneca College and York University Terry Ameno, Director of Packing and Design, Buffalo Games Rich Mendolera, Vice President of Business Analytics and Pricing at Northeast Shared Services Mary Kate Mitchell, Digital Marketing Specialist, Delaware North
4:30-4:55 p.m.	The Moments that Matter: What Delaware North Learned from UB's Behavioral Research Lab John Hennessy, Executive Director, Center for Marketing Analysis Kim Saxton, Director, Behavioral Research Laboratory Kathleen Batten, Director of Customer Insights, Delaware North
4:55-5 p.m.	Final remarks Dinesh Gauri, Chair and Melvin H. Baker Professor of Marketing, Executive Director, Center for Marketing Analysis

Effective Uses of AI in Marketing

Conference Recap

Conference Contact

Photo Gallery

Speakers and Schedule

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