Inside EES: Applying AI to Growth Marketing in Entertainment, Media, and Sports
At the recent Entertainment Evolution Symposium (EES), the Pepperdine Graziadio Business School Institute for Entertainment, Media, and Sports (IEMS) convened a timely conversation on how artificial intelligence is reshaping growth marketing across entertainment, media, and sports.
Moderated by Amy Zwagerman (MBA '18), Program Manager for IEMS, the panel brought together an experienced group of industry leaders and Pepperdine alumni, including Dr. Dean Hess (DBA '25), Licensing & Portfolio Lead at Nike; Shakir Ramsey, Marketing & AI Advisor; and Bret Sanford, Managing Director in Marketing Advisory at KPMG. Drawing on real-world experience from global brands, the discussion explored how AI is already being used to deepen fan engagement, scale personalization, unlock new revenue opportunities, and navigate the pressures of the attention economy.
A clear theme emerged: while AI is rapidly becoming embedded in modern marketing work, many professionals are still navigating how—and when—to apply it effectively.
Building on the momentum of that conversation, the IEMS is offering a one-night virtual workshop, AI-Powered Growth Marketing in Entertainment, Media, and Sports, this February. The session will move from insight to execution, giving participants the opportunity to explore real marketing scenarios and develop clearer judgment around using AI in practice
"The EES panel made it clear that AI is already embedded in how entertainment, media, and sports organizations grow. This workshop is about moving from insight to execution—helping leaders understand when and how to apply AI in real marketing work." — Amy Zwagerman, MBA '18
The workshop reflects Graziadio’s commitment to developing purpose-driven leaders by connecting academic insight, alumni leadership, and real-world industry practice in ways that meet professionals where the work is already happening.
Learn More and Register →