AI for Business Programme

Felipe Thomaz Associate Professor of Marketing - Saïd Business School, University of Oxford LinkedIn Felipe is an expert in marketing strategy, structure and management, as well as a leading scholar on illicit and criminal markets. In addition to being an Associate Professor of Marketing, Felipe is also Deputy Director Oxford Future of Marketing Initiative and Director of the Diploma in Artificial Intelligence for Business. His research addresses the role of social networks’ impact on brand and firm performance, the management and architecture of intangible market-based assets (such as brands), as well as the behaviour of consumers in digital marketplaces and interactive marketing channels. Within this domain, he has a concentration of work on the effectiveness and efficiency of marketing activities, particularly around the broader advertising industry. Additionally, he works on novel tools, techniques, and methodological approaches to address emerging managerial problems (complex budget allocation optimisation, multi-dimensional long-term forecasting and attribution models). This work has led to the first two intellectual property transfers from Saïd Business School to the University, and the first spinout company created with the Oxford University Innovation (OUI) in the School’s history. Felipe has published on the ethics of marketing and the emerging issues surrounding the integration of artificial intelligence (AI) in market systems, especially where consumer privacy is concerned. His work on a framework for ethics in AI for business in partnership with the International Chamber of Commerce is the basis for ethical AI deployment recommendations for roughly 45 million businesses globally. His work on environmental, social and governance (ESG) topics includes a financial valuation of social and environmental purpose on brands, as well as work with the United Nations Unstereotype Alliance on the negative brand impact of stereotypes in advertising. He has written a process for measurement and management of carbon emissions in the advertising ecosystem, which is championed as a standard by the AdNetZero, a massive industry collaboration working towards a net zero standard in advertising and onwards to the service sector. He is a collaborator with the Oxford University Department of Biology on studies in conservation where wildlife trafficking and illicit markets, are involved - having presented this work as panellist at the United Nations General Assembly. Felipe is also a faculty member working with tech companies, non-governmental organisations (NGOs) and other social impact organisations on how AI might be used to further the global sustainability and development goals.

Andrew Stephen AM L’Oréal Professor of Marketing, Deputy Dean for Faculty and Research, Director of the Oxford Future of Marketing Initiative - Saïd Business School, University of Oxford LinkedIn Andrew is one of the world’s leading academic marketing experts. At Oxford Saïd, Andrew is Deputy Dean for Faculty and Research, responsible for all academic matters at the School. As L’Oréal Professor of Marketing, he is the University’s most-senior marketing academic and leads the School’s group of marketing faculty members and research staff, as well as serving as the director of the Oxford Future of Marketing Initiative. Andrew is one of the world’s top marketing academics and is a leading voice on the future of the marketing, media, and advertising industries. His research and industry engagement work focuses predominantly on issues related to new technologies in marketing (such as artificial intelligence) and how both customers and businesses can benefit from new technologies. He is a strong proponent of the use of data-centric, analytics-enabled, evidence-based approaches to marketing practice. His research over the last decade has made significant contributions to our understandings of digital marketing, social media, advertising and consumer behaviour. He is recognised by the American Marketing Association as one of the top marketing academics in the world (including number one in the UK), was featured as one of the top 40 business school professors under 40 by Poets and Quants (in 2015) and has won numerous awards for research excellence. As a prolific researcher in marketing, Andrew has published in all of the leading academic journals in marketing, as well as in professional outlets such as Harvard Business Review and MIT Sloan Management Review and top psychology journals. He previously served as co-editor of the International Journal of Research in Marketing and is currently editor of the Journal of Consumer Research (the world’s premier academic journal focused on consumer research and one of the top four academic journals in marketing).