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American Marketing Association honors Subroto Roy for AI research
He was honored for pioneering research on how AI can uncover tacit user knowledge, transform B2B marketing and prepare future marketing professionals.
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Bhavana P - Sun, 16, Aug 2026
- 16:17 EDT
- 17
Subroto Roy presenting "Beyond the Polanyi Paradox in B2B Marketing" at the 2026 AMA Summer Academic Conference. / University of New Haven
The American Marketing Association (AMA) honored Indian-origin academic and researcher Subroto Roy with a Best in Track Paper Award for his research examining how artificial intelligence can transform B2B marketing and help prepare the next generation of marketing professionals.
Roy, a professor of marketing and chair of the Department of Accounting, Finance and Marketing at the Pompea College of Business, University of New Haven, received the recognition in the B2B Marketing and Interorganizational Issues category at the 2026 AMA Summer Academic Conference.
His award-winning paper, “Beyond the Polanyi Paradox in B2B Marketing: Leveraging AI to Extract Tacit User Knowledge in Product-Led Growth,” explores how AI can help businesses identify and interpret knowledge that customers may possess but struggle to articulate.
Also read: Ramesh Khanna receives Mizzou Distinguished Faculty Award
Drawing on philosopher Michael Polanyi's observation that people often “know more than they can tell,” Roy argued that traditional marketing tools, including surveys and focus groups, capture only information customers can directly express.
AI, he said, can analyze unstructured traces of user behavior, including what users try, where they hesitate and what they repeatedly return to, helping firms turn tacit knowledge into actionable insights.
In B2B markets, this could allow companies to deliver value directly to product users and let their experiences demonstrate its benefits, potentially enabling smaller firms to compete with larger corporations.
Roy said the award's significance extended beyond the recognition itself, particularly as AI increasingly automates tasks traditionally performed in entry-level marketing roles, such as building lists, drafting sequences and assembling reports.
“The graduates who thrive in the AI age will be the ones who can direct AI rather than compete with it,” Roy said. He added that judgment, including the ability to ask the right questions, identify meaningful signals and design customer experiences people can trust, would remain essential skills.
Roy holds a M.Sc. (Hons.), Birla Institute of Technology and Sciences, India and a Ph.D. from the University of Western Sydney.
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