With the support of Signet Bank, Wharton's professor Jerry Wind will give a guest lecture in Latvia

One of the world’s most cited authors in the field – marketing strategy and innovation researcher, professor at the Wharton School of the University of Pennsylvania Jerry (Yoram) Wind – will visit the University of Latvia (UL) in March, deliver a lecture in the UL Great Hall “Should the Educational Paradigm Change in the Age of AI?” and give a master class for students.

“Academic Readings” is a lecture series established by UL Foundation and implemented with the support of patrons, welcoming world-renowned personalities and academics in Riga to speak about issues of consequence to society and science.

UL Foundation and the supporters of the upcoming lecture – Latvian-American entrepreneur, philanthropist, Honorary Consul of Latvia to the State of Pennsylvania John J. Medveckis and Latvia’s leading investment bank “Signet Banka” are honoured to host Professor Wind, a world-renowned specialist in the field of marketing strategy and innovation, providing an opportunity for everyone interested to hear his lecture in person. Currently, AI is the topic at the forefront of every conversation. Universities around the world are experiencing rapid changes – the development of science and technology is radically transforming educational opportunities and requirements. Therefore, it is all the more important to learn about the professor’s perspective, as his work has significantly influenced the form and content of global marketing,

says Zaiga Pūce, Head of the UL Foundation.

Jerry Wind, a professor at the Wharton School of Business at the University of Pennsylvania, is one of the most prominent researchers in marketing strategy and innovation, and is among the world’s most cited authors in marketing. He is known for his research in the areas of consumer behaviour, market segmentation, branding, and digital transformation, as well as his active involvement in consulting for companies and organizations. He has lectured at more than 50 universities around the world.

Professor Wind will challenge traditional educational thinking and show how AI can help change outdated paradigms.

To pave the way for adaptive, inclusive, value-driven education, the courage to experiment and the willingness to revise thinking patterns are crucial. Universities need to take a confident lead in shaping education. By transforming the approach and content of education, it can be adapted to an era that will abound in challenges, as well as opportunities,

notes Professor Jerry Wind.

Recent global studies show that by 2030, AI will significantly impact at least 70% of professional competencies, including critical thinking, adaptability and interdisciplinary collaboration. Higher education is currently in a transition phase – from a knowledge transfer model to a dynamic, personalized and technologically supported learning environment. “Signet Bank” supports initiatives that promote understanding of these changes in education, in the field of professional competencies, and help society better prepare for future challenges. Professor Wind’s lecture is a valuable opportunity to learn how AI is transforming the education paradigm and how Latvia can maintain competitiveness in the knowledge economy,

notes Ineta Done, Member of the Board of “Signet Bank”.

The lecture “Should the Educational Paradigm change in the Age of AI?” will take place as part of the “Academic Readings” series organized by the UL Foundation, on 19 March, at 18:00, in the UL Great Hall. Everyone interested is invited to the lecture; free ticket reservation is available at the website – https://ej.uz/rezervet_bileti_jerry_wind.