Expertise
My research focuses on customer-facing technologies and AI-driven transformations within the retail sector. As AI-enabled applications and devices increasingly rely on consumer data, a significant part of my dissertation explores how this growing demand for data impacts consumers' perceptions of privacy and influences their evaluations of brands and services.
Furthermore, using computational research methods to analyze unstructured data, I investigate consumer-generated digital artifacts such as online reviews, memes, and forum discussions, alongside broader media discourse to uncover the technological, market, social, and ideological forces that (re)shape consumer behavior. Moreover, I explore how AI systems interpret and recontextualize these digital artifacts, generate new meanings, and communicate them back to consumers, and how consumers, in turn, respond to these AI-mediated representations.