Google to speak at the International Marketing Ringvorlesung

As part of this lecture series in the Bachelor study program International Business, Nina Michahelles, Director Consumer Brands / Healthcare / Finance at GOOGLE as well as host of the Top20 business podcast “AccessAllAreas”, delivered an inspiring talk entitled "Is Search Dead? How GOOGLE is Developing to an AI-First Company."

Organized by Prof. Dr. Michael Volkmann, Prof. Dr. Zelal Ateş and Prof. Dr. Andreas Fries the Ringvorlesung series of the study program International Business brings leading practitioners to campus to connect academic learning with current business realities. Open to students from all faculties, the series provides a platform for interdisciplinary exchange and engagement with pressing international business topics.

Beginning with the provocative question, "Is search dead?", Nina Michahelles invited participants to rethink the future of marketing in an AI-driven world. From generating deeper insights and improving decision-making, to creating personalized customer experiences and accelerating content production, AI is increasingly becoming part of the entire marketing value chain. Cases from organizations such as Tod's, Macy's, L'Oréal and Google illustrated how businesses are already leveraging AI to drive measurable results and rethink existing processes.

One of the most thought-provoking messages of the session was that "AI is incredible – and yet it is the worst it will ever be right now." As AI capabilities continue to evolve at unprecedented speed, organizations face a growing challenge: technological progress is accelerating much faster than traditional business practices and established playbooks.

As Nina emphasized, there are no more playbooks – we are operating at the frontier: future marketers will need to become comfortable with continuous experimentation, ambiguity, and lifelong learning. Perhaps the most important takeaway of the day was that the question is no longer whether AI will influence marketing, but rather how quickly individuals and organizations can adapt to this new reality.

The event was marked by a high level of engagement from the audience. Students and faculty members participated actively in the discussion, posing insightful questions and critically reflecting on the implications of AI for marketing practice, organizations, and society. The lively exchange of ideas highlighted both the relevance of the topic and the value of dialogue between academia and industry. We sincerely thank Nina Michahelles and Google for sharing valuable insights, practical examples, and inspiration to become the adaptable, forward-thinking business professionals.