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AI Powered Marketing and Service Revolution

Lead Supervisor

Professor Sanjit Roy

Associate Supervisor

Dr Saalem Sadeque

Abstract

Despite the proliferation of artificial intelligence (AI) in marketing decision making across various industries, there is still lack of understanding of the drivers that influence the interactions between humans and machines. As the world increasingly adopts Industry 5.0, understanding these drivers will be critical for impacting not only individual well-being but also societal well-being. Furthermore, companies are interested to learn how these interactions impacts value creation and revolutionises the customer service. The aim of this research project is, therefore, to uncover the mechanisms through which the human-machine interactions can be understood. The research will attempt to evaluate the efficacy of current psychological theories and how these may or may not apply to the new realities of human-machine co-existence.

Refer to PDF for further information.

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