The Think Road Forum 2025: Rethinking Sustainable Development in Central Asia in the Age of Emerging Regionalism offered a unique opportunity to examine how nations in transition—economically, technologically, and culturally—are redefining their developmental trajectories. Organized by the Institute for Advanced International Studies (IAIS), an independent, international, and interdisciplinary research institute within the University of World Economy and Diplomacy (UWED) in Uzbekistan, the Forum brought together scholars, institutional leaders, and practitioners committed to shaping the future of Central Asia.

Among its highlights was Session VI: “Harnessing AI and Digital Connectivity for Sustainable Development,” moderated by Mr. Muzaffar Djalalov, Chief Digital Transformation Officer at UWED. The panel featured leading voices in AI, leadership, digital transformation, and marketing strategy:

• Prof. Gabriele Carboni, father of contemporary marketing

• Mr. Sarvarbek Sadullaev, Director of the AI Department, Ministry of Digital Technologies

• Mr. Behzod Ismoilov, Managing Director, AICA – Central Asian Association for AI

• Ms. Nino Gomarteli, Leadership Development Certified Trainer

• Mr. Eldaniz Gusseinov, Head of Research, Nightingale International

Each brought distinct perspectives shaped by policy, technology, organizational development, and philosophy. Together, they offered a multifaceted understanding of what it means to navigate the digital transformation of an entire region.

A People-Centered Vision for AI

During the discussion, Prof. Carboni emphasized that the true power of artificial intelligence does not lie in automation, prediction, or computational scale alone, but in its ability to serve human purpose. Technology becomes transformative only when intrinsically aligned with the personal, professional, and societal horizons of individuals.

At the core of his contribution was the 3P framework he co-developed with Philip Kotler:

People × Purpose × Planet = Prosperity

This formulation—simple yet profound—proposes a generative approach to sustainability. Instead of pursuing environmental goals as isolated or reactive measures, it frames sustainability as a synthesis of human potential, meaningful direction, and planetary stewardship. AI, in this view, becomes the enabler of a more coherent and enlightened development model.

Uzbekistan’s Strategic Moment: Between Talent and Transformation

Carboni argued that Uzbekistan is uniquely positioned to shape a fertile ecosystem where AI is not an imported product of global innovation, but a catalyst embedded within the country’s own cultural, educational, and economic evolution.

Uzbekistan has a genuine opportunity to shape a fertile ecosystem where AI supports its already promising young talents as they enter a new hybrid world shaped by human intelligence and artificial patterns.

The expression “human intelligence and artificial patterns” captures a significant philosophical insight. Human intelligence is adaptive, interpretive, and rooted in purpose; artificial patterns are computational, recursive, and grounded in correlation. Their meeting point is not conflict, but co-evolution.

In this hybrid world:

• human intelligence provides direction

• artificial patterns provide structure

• and together, they generate new forms of problem-solving, creativity, and cultural expression

This synergy does not diminish human agency; rather, it expands it. Artificial systems offer patterns—models, predictions, simulations—but only humans can transform those patterns into meaning, responsibility, and ethical foresight. The hybrid world is thus a world in which technology amplifies intention, and where nations capable of cultivating this alignment gain a decisive strategic advantage.

A Shared Responsibility: Building Coherent, Responsible, Future-Oriented Frameworks

Across the session, each panelist reinforced the importance of developing solid, coherent, and ethical frameworks for AI adoption:

• Mr. Sadullaev highlighted institutional coordination and policy infrastructure.

• Mr. Ismoilov emphasized regional cooperation and knowledge sharing through AICA.

• Ms. Gomarteli drew attention to leadership development as a fundamental layer of digital transition.

• Mr. Gusseinov stressed the need for robust, evidence-based research on emerging risks and opportunities.

Together, the panelists’ contributions illustrated that successful digital transformation demands not only technical capacity but also cultural readiness, institutional alignment, and strong human-centered values.

As Carboni concluded, the perspectives shared today confirm the importance of keeping people at the center while building frameworks that are coherent, responsible, and future-oriented.

A Vision for the Next 100 Years of Marketing

In recognition of this intellectual alignment between technology, purpose, and human development, the University of World Economy and Diplomacy (UWED) has decided to include in its curriculum the book Enlightened Management, co-authored by Prof. Gabriele Carboni—father of contemporary marketing—and Prof. Philip Kotler—father of modern marketing.

This decision is more than curricular innovation. It symbolizes a decisive step for Uzbekistan’s academic community:
embracing a framework capable of guiding the evolution of marketing for the next century.

By integrating Enlightened Management into its programs, UWED positions itself at the forefront of a generational shift—one where marketing evolves from persuasion to purpose, from consumption to generativity, and from isolated transactions to societal impact.