“Redefining Customer Relationships – Hyperpersonalization in Focus” was the theme of this year's Spring Conference of the Institute for Market-Oriented Business Management (IMU), which once again took place in the magnificent Knight's Hall of the Baroque Palace at the University of Mannheim on Thursday, March 20, 2025.

The conference, attended by more than 140 participants, focused on the impact of AI-driven hyperpersonalization in marketing and sales on customer relationships. Speakers explored the topic from various perspectives, complemented by an inspiring exchange between academia and industry.

A heartfelt thank you goes to our speakers:

• Prof. Dr. Matthias Gouthier (Professor of Marketing and Digital Services, University of Koblenz)
• Anja M. Stolz (CMO R+V, Board Member R+V Direktversicherung)
• Katrin Jöst (Head of Corporate Marketing, Trumpf)
• Dr. Michael Tal (CEO and Founder, Omnipeak)
• Liesel Klokkers (Senior Director Solution Engineering, Salesforce)
• Dr. Ann-Katrin Eicke (Recipient of this year's IMU Research for Practice Award 2025)

A special thank you also goes to Roche Diagnostics Deutschland GmbH, the sponsor of this year's award, as well as to all participants who contributed with their engagement and discussions to making the conference a truly special experience.

The event impressively demonstrated the immense potential of combining artificial intelligence and hyperpersonalization – and highlighted the crucial importance of dialogue between research and practice for the future of marketing and sales! 🚀