At the 5th International Conference on Marketing Management (ICMM), organised by sri lanka institute of marketing (SLIM), Dr Hermawan Kartajaya, Founder of the Asia Marketing Federation, delivered a compelling keynote address on the evolving relationship between human leadership and artificial intelligence (AI).
As a long-standing collaborator with SLIM, he shared his vision of how AI can augment human capabilities, particularly in leadership and marketing.
The AI-Augmented Human Leader
Dr Kartajaya introduced a model from Harvard Business Review that illustrates how AI can enhance human leadership. He highlighted three core attributes that define an AI-augmented leader:
• Awareness – AI processes vast amounts of content, but humans provide the necessary context. This synergy enables leaders to make informed decisions.
• Wisdom – While AI provides data-driven insights, humans must ask the right questions and critically analyse the information to derive meaningful strategies.
• Compassion – AI operates based on algorithms, but humans bring emotional intelligence and ethical considerations, ensuring a people-centric approach to leadership.
He emphasised that AI should not replace human leadership but should be used to enhance decision-making, allowing leaders to operate beyond traditional limitations.
Key Global Forces Shaping Business and Marketing
Dr Kartajaya outlined five major forces influencing the future of business and marketing:
1. Technology – AI is now the primary driver of economic and business transformation.
2. Economy – Technological advancements are reshaping global economic landscapes.
3. Market – Digitalisation is shifting consumer behaviour, requiring data-driven marketing strategies.
4. Politics & Legal – Geopolitical tensions, such as the US-China rivalry, are reshaping global regulations and market dynamics.
5. Social & Cultural – Businesses must align with evolving societal values, sustainability, and ethical leadership.
He noted that political and legal factors have become increasingly crucial. The global competition between the US and China is intensifying, particularly in AI development. He pointed to China’s AI breakthroughs, such as DeepSeek, which have taken the West by surprise, raising concerns about China’s rapid advancements in AI-driven technologies.
Entrepreneurial Marketing: The Future of Business Strategy
A renowned collaborator of marketing legend Philip Kotler, Dr Kartajaya introduced his Entrepreneurial Marketing framework, which integrates:
• Creativity & Innovation (CI) – Best exemplified by South Korea’s technological and entertainment industries.
• Productivity & Improvement (PI) – A strength of Japan, particularly in manufacturing.
• Entrepreneurial Leadership (EL) – Strong in India, where entrepreneurs drive economic growth.
• Professional Management (PM) – A key attribute of Singapore’s corporate environment.
• Operational Excellence – China has mastered the integration of all these aspects for large-scale success.
He explained that combining Creativity & Innovation (CI) with Productivity, Improvement, and Professional Management (PIPM) creates a powerful foundation for businesses to thrive in the AI era.
Balancing AI and Humanity
Dr Kartajaya delivered a powerful closing message:
“AI must always be controlled by humans for a positive impact. While technology is a powerful tool, it is the human touch that ensures its ethical and meaningful use. Leaders must harness AI to enhance business and society rather than disrupt core human values.”
With AI driving business and marketing transformation, his insights serve as a roadmap for leaders looking to integrate AI without compromising on human intuition, strategy, and ethical leadership.
