The Vibrational Marketing Institute (VMI) is built on twenty years of research at the intersection of Retail, Marketing, Information Systems, and Human Consciousness. The findings remain relevant today as Artificial Intelligence dominates business conversations.

VMI continues this research by exploring how marketing integrates with technology, how information systems influence the way knowledge is accessed and applied, and how emerging technologies create new possibilities for connecting organisations with the people they serve.

Key research finding

In the mid-2000s, Internet marketing came to be classified as a branch of Marketing, even though it fits just as naturally within the discipline of Information Systems.

• As a Marketing category, the processes are centred around marketing and selling a product or service to a buyer.
• Within Information Systems, the focus is on designing systems that support the interaction between technology, information, processes, and the people who use them.

This distinction is why VMI treats the AI prompt itself as the information system (AI-as-Content) instead of a tool for generating content or automating process.

AI-as-Content (AIaC)

AI-as-Content applies an Information Systems perspective to marketing. The prompt becomes the Information System.

By encoding instructions and expertise into a prompt, AIaC creates an adaptive way for knowledge owners to connect with potential users through their preferred AI conversations. The focus shifts from creating content for distribution through marketing platforms to designing an information system that enables knowledge to be accessed, explored, and applied within the context of each user’s needs inside their preferred AI chats.

Resonance Over Reach

The Resonance Over Reach series represents the current stage of VMI’s ongoing research. The series explores how the principles of Information Systems apply to marketing, content, knowledge, and Artificial Intelligence.

It applies the Technology Acceptance Model (TAM) to understand the relationship between sellers and buyers, content creators and content consumers, and knowledge owners and knowledge users.

The research is ongoing through continuous live case studies. The book series is one stage of VMI’s ongoing research.

As technology evolves, VMI continues exploring the intersection of marketing, Information Systems, human consciousness, and Artificial Intelligence to understand new ways in which marketing can be made simpler, accessible, affordable, and sustainable for organisations of all sizes.