Mahwish ZaharaMahvish Zahara teaches Digital Marketing at the University of Bedfordshire and specializes in AI applications for marketing along with consumer behaviour analysis and strategic business development. She earned her PhD in Marketing while studying how illennials view environmental sustainability and how these perceptions affect their purchasing intentions and behaviours. The MSc course on AI in Marketing under development by Dr. Zahara prepares students to apply AI across digital strategy enhancement, automation systems and data-centric decision-making processes. She actively conducts research while supervising four doctoral students who are investigating AI applications within the banking, supply chain management and marketing fields. Her proficiency in AI-powered research approaches has been acknowledged worldwide which led to invitations to speak at events including the Artificial Intelligence Symposium 2024 and the AI in Business and Society module (MSc Business Analytics) at Queen’s University Belfast. Dr. Zahara's academic work connects AI technology with marketing strategies to help businesses implement data-driven AI solutions that adhere to ethical marketing standards. Through academic publications and conference presentations alongside interdisciplinary partnerships she leads the advancement of AI in marketing business innovation. Read More Read Less