【 Article by the College of Communication】

The College of Communication at National Chengchi University (NCCU) and the Korean Advertising Society (KAS) jointly hosted the 2026 KAS–NCCU Global Advertising Conference on July 7–8 at NCCU's Center for Public and Business Administration Education. Held under the theme "Advertising in the Age of AI and Platforms: Transparency, Creativity, and Consumer Experience," the conference brought together advertising and communication scholars, graduate students, and industry professionals from Taiwan, Korea, the United States, the Netherlands, the United Kingdom, and Hong Kong to examine how artificial intelligence is reshaping advertising research, brand communication, and consumer experience. The event marked not only the first global advertising conference jointly organized by NCCU's College of Communication and KAS, but also the first time KAS had held its Global Colloquium outside Korea, underscoring NCCU's growing role as a platform for international collaboration in advertising research.

Reflecting the conference's commitment to connecting research with industry practice, the keynote address was delivered by Sega Cheng, Co-Founder and Chairman of iKala. In his talk, "Agentic AI and the Transformation of Marketing Communication," Cheng drew on his experience at the forefront of the technology sector to offer a firsthand perspective on the rapidly evolving AI landscape, how it is transforming business and marketing, and the opportunities it presents for organizations. His keynote provided participants with valuable industry insights while encouraging broader reflection on the future of advertising and marketing communication in the age of AI.

The conference also featured a Global Leaders Panel, moderated by Dr. Jhih-Syuan (Elaine) Lin, Associate Dean for Graduate Studies and Chair of the Department of Advertising at NCCU. The panel brought together Dr. Yongjun Sung, President of the Korean Advertising Society and Professor of Psychology at Korea University; Dr. Jameson Hayes, Past President of the American Academy of Advertising and Professor of Advertising at the University of South Carolina; Dr. Sophie Boerman, Board Member of the European Advertising Academy and Associate Professor of Persuasive Communication at Wageningen University & Research; Dr. Fuyuan Shen, Founding Member of the Asia Pacific Advertising Academy and Chair and Donald P. Bellisario Professor of Advertising at Penn State University; and Mr. Ling-Te Lee, Associate Director of AI Product Development at Dentsu. Drawing on perspectives from academia and industry across Asia, North America, and Europe, the panel examined the implications of AI for consumers, brands, advertising research, and education, while considering how the field can adapt its research, professional practice, and talent development to the changes ahead.

In addition to the keynote address and panel discussion, the conference featured 16 research presentations by scholars and graduate students from institutions including Korea University, Yonsei University, The Chinese University of Hong Kong, the University of Illinois Urbana-Champaign, and Queen Mary University of London, among others. The papers explored transparency and authenticity in AI advertising, generative AI and creativity, personalization and consumer experience, and the growing role of platforms, algorithms, and agentic AI. The paper sessions highlighted the breadth of emerging research on advertising in the age of AI and provided an international forum for scholarly exchange.

Dr. Lin noted, "NCCU's College of Communication has long been committed to connecting Taiwan with the international communication research community. Co-hosting this conference with the Korean Advertising Society marks another important step in that effort, strengthening collaboration with international advertising organizations, universities, and research communities around the world." Looking ahead, the College will continue to advance international research collaboration, teaching partnerships, and graduate education. It will also expand opportunities for early-career scholars and graduate students to participate in international conferences, collaborative research, and academic exchange, further strengthening the College's role within the international communication research community.

🎬 Event Highlights Video