The expansive scope of articles featured in this Special Issue on "The Future of Technology in Marketing" is impressive. The
range of topics examined illustrates, in a very compelling manner, how technology is reshaping wide swaths of markets in
digital environments-and the rapidly evolving role of marketing in these markets. These changes raise a number of new
challenging questions, but also represent a significant opportunity for scholars in marketing and information sciences. In this
commentary we share our perspective on topics discussed in this Special Issue and also share ideas for advancing current and
future research in this area.