LLMs, LBMs & Agentic AI: What They Mean for Marketing Strategy – Prof. Jochen Wirtz Explains

Prof. Jochen Wirtz, Vice Dean of MBA Programmes and Professor of Marketing at the National University of Singapore (NUS), offers thought-provoking insights from his research, “Service Robots, LLMs, LBMs & Agentic AI: Implications for Marketing Strategy.” His work explores how advancements in AI-driven technologies, including service robots and large language models, are reshaping customer interactions, service delivery, and marketing strategies. By examining the role of agentic AI and learning-based models, Prof. Wirtz highlights both opportunities and challenges for businesses seeking to enhance customer experiences and drive competitive advantage in an increasingly digital landscape. In addition to his role at National University of Singapore, Prof. is an International Fellow at the Service Research Center, Karlstad University (Sweden), an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF), and a Global Faculty member at the Center for Services Leadership (CSL) at Arizona State University. Previously, he played a pivotal role in executive education as the founding director of the UCLA–NUS Executive MBA Programme (2002–2017), served as an Associate Fellow at Saïd Business School, University of Oxford (2008–2013), and was a founding member of the NUS Teaching Academy (2009–2015). Prof. Jochen Wirtz is a globally recognized expert in service management, with over 200 publications, including Intelligent Automation and Services Marketing: People, Technology, Strategy. His books, translated in 26+ countries, have sold over a million copies, establishing them as foundational texts. Named one of the top 86 highly cited researchers in economics and business (Web of Science, 2023), he has received 60+ awards, including the AMA’s Christopher Lovelock Career Contributions Award. Beyond academia, he consults for global firms like Accenture and KPMG and has co-founded startups such as Dataswyft and TranscribeMe. Originally from Germany, he now calls Asia his professional home. Dr. Jochen holds a Ph.D. in services marketing from the London Business School. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Prof. Jochen Wirtz generously shared profound insights from his research, “Service Robots, LLMs, LBMs & Agentic AI: Implications for Marketing Strategy,” during his appearance on the Business Talk podcast channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited. All content is © 2025. All rights reserved.