This book explores how emerging technologies such as Generative AI, immersive experiences (VR/AR/MR), service robots, and the Internet of Things (IoT) are transforming consumer experiences and redefining marketing strategies. It examines how these innovations enable hyper-personalization, seamless engagement, and dynamic interactions, using real-world examples such as Apple Vision Pro, Netflix, and IKEA’s AR app. Beyond innovation, the book critically addresses the ethical, legal, and societal challenges these technologies present, from algorithmic bias and misinformation to sustainability and consumer trust. It provides actionable strategies to navigate these complexities while maximizing the benefits of smart technologies in marketing. Each chapter features case studies, interactive exercises, and thought-provoking questions, making it an engaging resource for both academic and professional audiences.Looking toward the future, the book explores emerging trends like emotion-sensing AI and neuromarketing, offering insights into how consumer experiences might evolve by 2035. Designed for academics, researchers, marketers, students, and policymakers, it blends theory with practical applications to provide a balanced and forward-thinking perspective. This book is an essential resource for anyone looking to understand and navigate the rapidly evolving landscape of marketing technology. With a balance of theoretical depth and real-world application, it offers valuable insights for academics, researchers, marketers, students, and policymakers seeking to harness emerging technologies while addressing their challenges.

Dr Mai Nguyen - Mai Nguyen is a Senior Lecturer in Marketing and Co-Director of the Insight Lab at Griffith Business School, Griffith University. She also holds an honorary research fellow at The University of Queensland - Australia and Hanoi University of Industry - Vietnam.
Mai is an accomplished author and academic whose work lies at the intersection of innovative marketing technologies and exceptional customer experiences. With numerous book chapters exploring these areas, she has established herself as a leading voice in digital marketing and consumer engagement. Her influential publications have set industry benchmarks, providing readers with fresh perspectives on how emerging tools, from AI to immersive technologies, are reshaping the marketing landscape.
In addition to her extensive writing, Mai serves as the Section Editor of the Strategic Business Research journal, the Associate Editor of the Knowledge Management Research and Practice and Journal of Internet Commerce journals, further solidifying her expertise and commitment to advancing knowledge in the field. Drawing on a robust academic background, she has enriched classrooms and research initiatives at renowned institutions, significantly contributing to the fields of digital marketing and consumer behavior.

Dr Yunen Zhang - Yunen Zhang is a dedicated researcher and academic specializing in the intersection of emerging technologies and consumer behaviour. With a keen focus on cutting-edge fields such as Generative AI (GenAI), immersive technology, and consumer neuroscience. Yunen’s research explores how these advanced technologies shape marketing strategies and consumer decision-making processes. His work has been published in high-impact journals, including the Journal of Retailing, European Journal of Marketing, and International Journal of Information Management, further solidifying his expertise and contributions to the field.
In addition to his research, Yunen has made significant contributions to the development of courses in marketing technology. He has taught courses such as Digital Marketing and AI, Marketing Research & Intelligence, and Advertising and Integrated Marketing Communications. Yunen’s teaching philosophy is centred on bridging theory with practical applications, ensuring that students not only understand key marketing concepts but also gain the necessary skills to thrive in a rapidly changing technological landscape. His goal is to prepare the next generation of marketers to effectively leverage emerging technologies in the ever-evolving marketplace.