Published 8 December 2025. The Academy of Marketing acknowledges that this is a fast-developing area and this policy will be regularly reviewed.

Use of AI in Submissions to the Academy of Marketing

The Academy of Marketing acknowledges that the ethical and responsible use of AI can be a useful tool to aid in refining and presenting research, for example, helping with classification or coding, or grammar and spelling – using AI to assist the researcher.

Generative AI (GenAI) tools, such as ChatGPT and Copilot, can be used to assist researchers in such ways. However, the use of GenAI tools also may extend to the creation of content.

The Academy of Marketing does not permit the use of AI when it replaces the role of the researcher.

Any use of Generative AI must be declared within the submission, and such use must be justified and adhere to the highest ethical standards(1). In all cases, authors are entirely responsible for the content of their submissions.

The Academy reserves the right to use software and other tools to identify inappropriate use of AI and may reject material which does not comply with this policy.

(1) Researchers should ensure that they comply with their Institutional Guidelines, and relevant guidance may also be found at https://www.ukri.org/publications/generative-artificial-intelligence-in-application-and-assessment-policy/ and https://research-and-innovation.ec.europa.eu/news/all-research-and-innovation-news/guidelines-responsible-use-generative-ai-research-developed-european-research-area-forum-2024-03-20_en