I am a Full Professor of Marketing at ESCP Business School and co-founder and director of the TRACIS Research Center. My research examines how artificial intelligence and digital platforms reshape consumer behavior and organizational decision-making — with a particular focus on AI-human interaction, influencer marketing and content strategy, and customer engagement on digital platforms.

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