The 2025 Greater Bay Area–Switzerland Economic Cooperation Forum was recently held in Dongguan, drawing over 300 participants from government, business, and academia across the Guangdong-Hong Kong-Macao Greater Bay Area and Switzerland. As a key segment of this high-level exchange, the Economic Forum featured distinguished speakers from both regions.

Prof. LUK Ting Kwong Sherriff Marketing of emlyon business school, was invited to deliver a keynote speech titled “The Impact of AI on Branding: Modern Brand Management and Development”, where he offered in-depth insights into how artificial intelligence is transforming every layer of brand marketing. His presentation sparked strong interests and lively discussions among attendees.

Referencing academic studies by Huang & Rust (2021) and Chintlapati & Pandey (2022), Professor Luk outlined how AI is reshaping key functions of marketing—including market research, strategic planning, content generation, customer engagement, and business model innovation. With powerful data-processing and machine learning capabilities, AI enables brands to derive consumer insights from vast and diverse data sources, allowing for precise identification of evolving customer needs and agile market responses. Furthermore, AI enhances marketing execution efficiency, increases consumer engagement, and unlocks new service scenarios, driving more forward-looking brand strategies.

As a scholar deeply engaged in international brand research and education, Professor Luk’s compelling address provided a fresh lens for businesses to examine the integration of AI into brand building, while offering valuable perspectives to strengthen Sino-Swiss collaboration in strategic brand development.

AI’s impact, Professor Luk emphasized, extends far beyond technological upgrades—it is reshaping organizational structures and market approaches. Decentralized marketing has emerged as a key trend, where brands no longer rely on single-channel communication but instead interact with consumers through diverse, distributed touchpoints in real time. The integration of AI also fosters continuous organizational learning, reinforcing data-driven decision-making within enterprises.

Looking ahead, emerging technologies such as virtual reality, the metaverse, robotics, virtual influencers, and blockchain are set to expand the ways brands connect with users, enabling richer, more immersive brand experiences with a future-oriented edge.

Professor Luk also highlighted several critical areas businesses must address when implementing AI: strategic alignment, value assessment, technology ethics, and intellectual property protection. He stressed that while embracing innovation is essential, brands must maintain a long-term strategic outlook to ensure sustainable growth.

Drawing on practical case studies from both Chinese and international enterprises, Professor Luk illustrated how AI is helping companies enhance brand presence in China and empower Chinese brands to expand into global markets. He encouraged companies to seize the opportunities brought by technological empowerment—while also crafting brand narratives that combine global vision with local authenticity.

Professor Luk keynote not only broadened the perspective on AI-powered brand transformation but also injected new momentum into cross-border collaboration between Chinese and Swiss enterprises in the branding arena.

LUK Ting Kwong Sherriff

Professor of Marketing of emlyon business school

A graduate of The Chinese University of Hong Kong (undergraduate) and the University of New South Wales (MBA, PhD in Marketing), with executive training at Wharton Business School and IMD, Professor Luk has over two decades of academic leadership at The Hong Kong Polytechnic University, where he founded the Asian Center for Brand Management and the Brand Strategy and Innovation Center in Shenzhen. A recipient of multiple teaching and knowledge transfer awards, he has served as visiting professor at universities across Europe, Asia, and Oceania.

Professor Luk has accumulated extensive practical experience in marketing and brand management across Hong Kong, Australia, and New Zealand. He is recognized as an expert in brand and service marketing management in the Greater China region and is a highly sought-after speaker on brand strategy and marketing management. Over the years, he has served as a marketing and brand management consultant for numerous leading brands—including China Mobile, Philips, Dow Chemical, Chow Tai Fook, Bossini, Saga, Sa Sa, SKF, Nokia, Reecho, CKHair, Saga, Fangxiaobao—as well as for the Hong Kong SAR Government, the Hong Kong Federation of Restaurants & Related Trades, the Hong Kong General Chamber of Small and Medium Business, and The Chinese Manufacturers' Association of Hong Kong. He also serves as a member of the SME Customer Liaison Group of the Trade and Industry Department of the HKSAR Government, a council member of the Hong Kong Brand Development Council, and an expert advisor to both the Chinese Manufacturers' Association of Hong Kong and the Hong Kong Direct Selling Association.

Academically, Professor Luk focuses his research on brand strategy and management, brand experience, marketing strategies for service products, marketing and brand management capabilities, marketing strategy, cultural influences on brand learning and purchasing behavior, and the impact of China-specific market characteristics on corporate marketing practices. He has received multiple awards for his papers at international academic conferences and was awarded the Best Paper Award by the International Journal of Retail and Distribution Management in 2013. He has published over 100 academic papers in international journals and conferences.