PROGRAMME

How Robot Movement Influences Consumer Persuasion DR. YIM, Mark Brunel University / Umass Lowell Mark Yi-Cheon Yim, Ph.D., is an Associate Professor of Marketing at the Manning School of Business, University of Massachusetts Lowell, with an affiliated appointment in the university’s Digital Media Department. His research centers on technology-driven digital marketing, robotics, and e-tailing. Dr. Yim's work has been published in leading academic journals, including the Journal of the Academy of Marketing Science, Journal of Interactive Marketing, Journal of Business Research, Journal of Advertising, and International Marketing Review, among others.

Generative AI Interviews: Validating Effectiveness and Establishing Frameworks for Qualitative Research PROF. YU, Shubin Hec Paris Shubin (Lance) Yu is an Associate Professor in the Marketing Department at HEC Paris, where he teaches Marketing Management and Generative AI for Management. Previously holding professorships at BI Norwegian Business School and Peking University, his research focuses on marketing communication, consumer-technology interactions, and AI applications in business, with publications in academic journals like the Journal of Consumer Psychology and International Journal of Research in Marketing. He is the author of the book Generative AI for Business (gaiforbusiness.com), which introduces the EDGE model, a practical framework that helps organizations move from GenAI experimentation to scaled adoption. Alongside his academic work, he is the founder of QualiTaTi.com, an AI-driven platform designed to gather qualitative insights at scale.

6G VERSUS Project: Advancing Sustainability Assessment of 6G Technologies DR. MAHROOF, Kamran University Of Bradford Dr. Kamran Mahroof researches disruptive technologies and their societal and business impact. He is involved in the €12.1m EU-funded 6G-VERSUS project, developing sustainable 6G applications across six countries. His work includes AI-powered drones for sustainable farming, AI-driven financial resilience modelling, and AI concussion detection in sports, featured by the World Economic Forum and BBC Tech Now. He also delivered a keynote at COP28.

Bridging Performance and Purpose: Governing Socio-Technical Digital Ecosystems through Key Value Indicators (KVIs) PROF. CHOI, Youngseok Thomas Kingston University London Youngseok Thoams Choi is a Professor of AI Business and Data Analytics at Kingston Business School. Previously, he was an Associate Professor/Reader at the University of Southampton and held Senior Lectureships at Brunel University London, Loughborough University, and Coventry University. He has also worked as a research fellow and main investigator funded by several EU Horizon/FP7 projects (PolicyCompass, GREENDC, COP-PILOT, 6G-VERSUS, etc). His research interests encompass various digital data analytics topics, utilising advanced machine learning approaches to derive hidden value from diverse data types. Research topics include: - Computational behavioural science (behavioural sequencing). - AI's Impact on Business (Innovation, Creativity, Labour Market, etc) - Marketing analytics and Data Visualisation with storytelling - Data-driven Decision Making - The Philosophy of Artificial Intelligence in Business Contexts.