Artificial Intelligence in Digital Marketing: A European Approach in the Focus of a Guest Lecture by Dr. Julien Bucher (Chemnitz University of Technology)

In December 2025, an online guest lecture (via Zoom) was delivered by Dr. Julien Bucher, Senior Lecturer and Researcher at the Chair of Technology and Innovation Management, Chemnitz University of Technology (Germany). The lecture was entitled “Using AI Tools in Digital Marketing Management: European Approach.” 

The event was organized as part of the initiative of the Department of Management, “European Management Studio,” and was primarily aimed at undergraduate students majoring in Management who are enrolled in the English-taught course Digital Marketing Management. 

During the lecture, the following topics were discussed: 

• fundamental concepts of Generative AI, Large Language Models (LLMs), and AI Agents; 

• opportunities for applying artificial intelligence tools in digital marketing and marketing research; 

• the use of AI for market analysis, data processing, and the generation of managerial insights; 

• risks, limitations, and issues related to the reliability of AI benchmarks; 

• practical approaches to effective prompting, iterative workflows, and team-based use of AI tools. 

The lecture generated strong interest and an active discussion. In total, more than 50 participants joined the event, including faculty members and students of the Management, Marketing, and Accounting and Auditing study programs. Participants had the opportunity to discuss their own experiences with AI tools in education, academic research, and practical projects, as well as to raise questions concerning the ethical and regulatory aspects of artificial intelligence use in the European context. 

The event contributed to the development of international academic cooperation between the Faculty of Economics and Chemnitz University of Technology and supported the integration of European experience into the training of specialists in digital marketing and management. 

Supported by the project “Lernbrücke Chemnitz–Lviv 2025”, implemented within the framework of the program “University Projects for the Digital Continuation of Teaching at Ukrainian Higher Education Institutions”, funded by the German Academic Exchange Service (DAAD) from the resources of the Harald Christ Foundation for Democracy and Diversity. 

Background information. The European Management Studio is an educational and research initiative of the Department of Management aimed at integrating European management approaches, modern business practices, and interdisciplinary solutions into the educational process. For almost ten years, the Studio’s activities have focused on developing students’ applied managerial, analytical, and digital competencies, expanding international academic cooperation, engaging international lecturers and practitioners, and creating a platform for professional dialogue between academia and the business community.
The initiative is headed by Associate Professor Marianna Kokhan.