I am a Professor of Marketing specializing in the intersection of artificial intelligence, consumer experience, and societal transformation.

My work focuses on a central question:

How does AI reshape the way people experience, decide, and interact, and what does that mean for organizations and society?

I combine academic rigor with a strong interest in real-world impact, translating complex technological developments into meaningful insights for businesses and individuals.

I am Co-founder and Director of TRACIS (Transformative Research on AI for Companies, Individuals, and Society), where we explore the implications of AI beyond efficiency, with a particular focus on human experience, engagement, and responsible transformation.

My research and teaching span:

• AI and consumer experience in digital environments

• Human–AI interaction and engagement

• Organizational and societal implications of emerging technologies

I actively collaborate with international institutions and organizations, contributing to executive education and thought leadership on AI and transformation.

My work has been published in journals including the Journal of Service Research, Journal of Business Research, and Journal of Service Management. I also advise organizations navigating the strategic and behavioral implications of AI and digital transformation.

I teach master 's-level, doctoral, and executive education courses in Marketing and Technology at ESCP Business School and collaborate with leading companies and institutions worldwide.

Consumer Behavior & Digital Platforms