Harnessing artificial intelligence (AI) for interactive branding

Maria DSouza Deryl is a Fellow Scholar at the Indian Institute of Management Mumbai in India. She is pursuing her PhD in marketing. She participated as a speaker at the 2023, 2024 AMA Winter Conference and has papers published in Q1 journals. Her research interests include topics like branding, consumer behaviour, digital marketing and the impact of emerging technologies on marketing.

Sanjeev Verma is presently working as Professor (Marketing) at the Indian Institute of Management Mumbai. He is an active researcher, has published widely in international journals, and authored one book. His papers have been published in various international journals of repute like Technology Forecasting and Social Change, Psychology and Marketing, Journal of Interactive Marketing, Tourism Review, Government Information Quarterly, Journal of Marketing Communications, Journal of Internet Commerce, Journal of Modelling Management, Journal of Global Marketing, International Journal of Marketing and Philanthropy, Global Business Review, etc.

Vartika Srivastava is an Assistant Professor in the area of Marketing at the Indian Institute of Management Mumbai. Her research and teaching interests include Consumer Behaviour, Cognitive Learning Styles, Big Data-Driven Consumer Analytics, Brand Management, Emotions, Social Media Marketing and Communication, Marketing Engineering and Analytics, Quantitative Research, and Content Analysis.

Dr Justin Paul holds First Rank in the world, in Business Administration in the ScholarGPS Ranking of 3 Million scholars based on the Geometric Mean Index of Publications, Citations & H-Index in the Last 5 Years category. A former Lecturer at the University of Washington, former Provost and Dean- NMIMS University, he is a professor at UPR, San Juan, USA. He was a visiting professor at the University of Reading for 3 years. He holds Distinguished or honorary titles from Spain, Hungary, Poland, Korea, and France. He has been a vis professor in 70+ countries and 400 universities, including MIT, University of Porto-Portugal, Uty of Queensland, Deakin University, IIM-K, University of Ljubljana -Slovenia, University of Chicago, WU-Vienna, & at many Universities in Japan, England, Spain, Korea, Poland, Hungary, Germany, France, Croatia, China, Kosovo, and Lebanon. He transformed the International Journal of Consumer Studies into a Q1 journal, from a Q4 status during his 6 years (two terms of 3+ 3 years). Dr. Paul introduced the Masstige model and measure for branding, the CPP Model for internationalization, the SCOPE framework for small firms, the 7-P Framework for International Marketing, and the TCCM Framework for literature reviews. He has taught full courses in Denmark, France, Lithuania, Poland & US as a visiting professor and served/ed as a keynote speaker at 100s of conferences, including UVSQ -France, GAMMA, EMOK-Hungary, KSMS-Korea, the Polish academy & often in India. He has published three best-selling case studies with Ivey & Harvard. He is an author of books- Business Environment (4th ed), International Marketing, Services Marketing, Export-Import Management (2nd edition), and Management of Banking & Financial Services by McGraw-Hill, Oxford University Press & Pearson, respectively.