The 2026 AMA Winter Academic Conference, held in Madrid from February 13–15, will focus on the theme Bridging at the Frontiers: Marketing for a World in Transition. This event will explore the evolving role of marketing in a world shaped by geopolitical challenges, environmental concerns, and rapid technological advancements, particularly AI. For sales researchers and educators, this conference offers a unique opportunity to engage with cutting-edge research on topics like sustainability, AI in marketing, and the intersection of local and global marketing strategies. Attendees can gain valuable insights into how these shifts are impacting customer journeys and the broader sales landscape, making it an ideal setting for learning, networking, and developing innovative teaching methods and research.