Written by Sitti Aisah Binti Hamzah (SMART – FEB UNIMAS)
The Society of Marketing Talent (SMART), Faculty of Economics and Business (FEB), Universiti Malaysia Sarawak (UNIMAS), successfully organised the AI-Driven Marketing Innovation Challenge (AIDMIC) 2026, a programme conducted in three phases on 13 May, 20 May, and 8 June 2026. The programme involved Year 3 Bachelor of Business Administration (Marketing) with Honours students enrolled in EBP3163 Online Marketing, providing them with valuable opportunities to explore the application of Artificial Intelligence (AI) in contemporary marketing practices. Designed to bridge academic learning with industry-relevant skills, AIDMIC 2026 combined expert knowledge sharing, practical AI applications, and innovation-driven challenges to enhance students’ understanding of emerging technologies in marketing. The programme aimed to prepare future marketing professionals by equipping them with the knowledge, creativity, and adaptability required in today’s rapidly evolving digital landscape.
Learning AI-Driven Marketing from Experts
The programme was held on 13 May 2026 with a knowledge-sharing session featuring Dr. Azizee Bin Aziz, Trainer Keusahawanan from Malaysia Digital Economy Corporation (MDEC) and a lecturer from Politeknik Tuanku Syed Sirajuddin (PTSS). The session introduced participants to the growing role of Artificial Intelligence in marketing, highlighting its applications in content creation, customer engagement, market analysis, and business innovation. Participants gained valuable insights into current world trends and explored how AI technologies are transforming marketing practices across various sectors. The session also provided opportunities for meaningful interaction through discussions and question-and-answer sessions, enabling students to connect theoretical concepts with real-world applications.
Fostering Innovation Through AI Marketing Challenges
The second phase of the programme was held on 20 May 2026, where participants took part in the AI-Driven Marketing Innovation Challenge. Working collaboratively in teams, students were tasked with developing innovative marketing campaigns using various AI-powered tools and platforms. As digital marketing agencies, participants were required to design comprehensive campaign solutions that incorporated branding strategies, promotional content, multimedia assets, and marketing proposals aligned with assigned campaign themes. The challenge encouraged students to apply their marketing knowledge while leveraging AI technologies to address contemporary business and communication challenges. Beyond campaign development, participants also prepared and submitted marketing pitch presentations to showcase their ideas, strategic approaches, and creative solutions. The activity provided students with valuable exposure to industry-like scenarios while strengthening their communication, teamwork, critical thinking, and problem-solving skills.
Celebrating Student Achievement and Innovation
The programme concluded on 8 June 2026 with a Closing Ceremony and Prize Giving Session held at the Multimedia Theater (TMM), Faculty of Economics and Business, UNIMAS. The ceremony was attended by Dr. Janifer Anak Lunyai, Deputy Dean of Student Affairs and Alumni, Faculty of Economics and Business, UNIMAS and Dr. Fadilah Binti Siali, Advisor of the Society of Marketing Talent (SMART), UNIMAS, who delivered encouraging remarks on the importance of innovation, digital transformation, and lifelong learning in preparing students for future careers.
A key highlight of the ceremony was the announcement of the competition results by Assoc. Prof. Dr. Mahani Binti Mohamad Abu Shakur, Subject Coordinator of EBP3163 Online Marketing, Faculty of Economics and Business, UNIMAS and collaborator of the programme. Outstanding teams were recognised for their creativity, innovation, and strategic thinking, receiving cash prizes, hampers, and certificates of achievement. The ceremony also served as a platform to celebrate the dedication and commitment demonstrated by all participants throughout the programme while acknowledging the contributions of organisers, who played an important role in ensuring the success of AIDMIC 2026.
Programme Impact and Key Takeaways
AIDMIC 2026 successfully provided final-year marketing students with valuable exposure to the growing influence of Artificial Intelligence in modern marketing practices. Through expert-led sharing sessions, collaborative challenges, and experiential learning opportunities, participants gained practical insights into how AI technologies can be integrated into marketing strategies, campaign development, and business decision-making processes.
Beyond technical knowledge, the programme fostered creativity, innovation, leadership, and collaboration among participants. The experience strengthened students’ readiness to navigate the increasingly digital business environment while encouraging them to embrace emerging technologies as tools for future growth and professional development. As industries continue to undergo rapid digital transformation, initiatives such as AIDMIC 2026 reflect UNIMAS’ commitment to producing future-ready graduates who are innovative, adaptable, and capable of contributing meaningfully to the advancement of the marketing profession and the broader digital economy.