Publication: How generative AI is (will) change consumer behaviour
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Date
2025-03
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MASC Newsletter - Nottingham Business School, Page -9
Abstract
We held our first Research Assembly for the school year on November 13, 2024, with Professor Varsha Jain from MICA, India and Dr Emmanuel Mogaji from Keele University who discussed how generative AI is changing consumer behaviour. The session, which was chaired by Professor Fatema Kawaf, was exciting, engaging, and packed with thought-provoking questions from our attendees. Varsha who is a leading scholar in digital marketing and consumer research, examined how AI is transforming consumer interactions, including hyper-personalised shopping recommendations and AI-driven marketing strategies that redefine brand-audience connections.
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Prof Varsha Jain Session at Nottingham Trent University UK