Abstract: Dr. Mohammadali Koorank Beheshti is an Assistant Professor of Marketing and the founding director of the Marketing Lab at Marist University. He teaches both undergraduate and MBA-level courses, employing practical and innovative approaches to equip students with cutting-edge skills. His research focuses on consumer behavior in online environments, game advertising, and the application of emerging technologies, particularly AI-powered tools. Dr. Beheshti is passionate about empowering students and professionals to harness the transformative power of AI to create positive impacts while ensuring that people remain at the center of marketing practices. In his research, he utilizes AI-driven tools such as eye-tracking and VR headsets to analyze consumer behavior and develop more effective marketing strategies. By integrating AI into his classroom, Dr. Beheshti prepares his students to excel in a competitive job market, giving them a distinct edge. He views AI as a tool with limitless potential to drive large-scale change and create a better future while maintaining an optimistic perspective on its role in shaping industries and society. At the same time, he acknowledges its potential downsides and emphasizes the importance of ethical and responsible AI usage.

Give me a little background about yourself – what do you teach, what inspired you to pursue this path? 

I teach and conduct research on topics related to digital marketing, gaming advertisements, marketing strategy, and the application of emerging technologies, including advanced AI-powered tools. My goal is to help students and professionals understand how to harness tools like AI and blockchain to build sustainable and impactful businesses. What inspired me to pursue this path is my fascination with the intersection of human behavior, technology, and marketing strategy. Marketing is not just about selling—it’s about understanding people, creating value, and fostering meaningful relationships. 

What has driven your interest in AI? 

My interest in AI stems from its incredible potential to decode human emotions and decision-making processes in ways we never imagined. For example, in one of my projects, I used AI-powered physiological measures like eye-tracking and facial expression analysis to examine how the direction of eye gaze in advertisements featuring happy faces affects social media users' engagement and attitudes. Integrating AI into this research enables a more precise and scalable approach to addressing biases, ultimately improving fairness.

What excites you most about the potential of AI in your field? 

The potential of AI to personalize experiences while solving complex problems excites me the most. In marketing, AI offers the ability to understand customers better than ever before—creating campaigns and strategies that are not only effective but also meaningful and ethical. It allows businesses to scale without losing the human touch, which is vital in building trust and long-term relationships. In the realm of education, AI can help make learning more accessible and tailored to individual needs. In essence, AI is not just about automation; it’s about augmenting human potential to create a better, more inclusive future.

How are you making use of AI in marketing? 

I utilize AI-powered tools for two primary purposes: Data Collection and Analysis: Scraping publicly available data on internet and performing advanced text mining to uncover insights. Measuring Human Reactions: Analyzing physiological responses to marketing stimuli such as advertisements, product designs, and loyalty programs to better understand consumer behavior.

Could you provide an example of how AI has made a tangible difference in your classroom or research? 

In addition to teaching AI-driven tools, such as social media listening modules and AI-powered physiological measurement tools, I actively encourage and guide my students to incorporate relevant AI tools when working on their assignments and projects. This approach helps them work more efficiently and effectively while developing hands-on expertise. By mastering these cutting-edge technologies, my students are well-prepared to excel in the job market and stand out as competitive candidates in their fields.

Why should the everyday person care about advancements in AI research related to marketing? 

AI advancements make marketing more relevant, personalized, and efficient. For consumers, this means receiving more meaningful offers and avoiding irrelevant noise. It also fosters transparency and fairness, making businesses more accountable to their audiences.

Why is it important for marketing teachers to embrace AI in the classroom?  

It is crucial for marketing teachers to embrace AI in the classroom because it equips students with the skills and knowledge they need to thrive in an AI-driven world. AI tools can analyze vast amounts of data, predict trends, and personalize strategies, all of which are now integral to modern marketing. By integrating AI into teaching, educators help students understand these technologies, fostering innovation and preparing them to address real-world challenges effectively. This not only enhances their employability but also ensures they stay competitive in a rapidly evolving job market.

What unique perspective do you bring to Marist? 

I bring a multidisciplinary approach to Marist, combining expertise in marketing, emerging technologies like AI and blockchain, and a deep commitment to fostering innovation and ethical leadership. As an example, my research on AI's role in reducing bias and enhancing decision-making provides students with practical skills and a forward-looking mindset, preparing them for success in a rapidly evolving world.

What are some of the top ethical concerns regarding the use of AI that we should all be thinking about?  

Key ethical concerns include data privacy, algorithmic bias, and transparency. AI systems can unintentionally perpetuate biases, misuse personal data, or operate without clear accountability. Ensuring ethical development and usage is critical to building trust and preventing harm.

Why is it important for educational institutions like Marist to be involved in AI development? How should the institution be approaching it? 

Educational institutions like Marist have a responsibility to lead in the ethical and innovative application of AI. By integrating AI into curricula, fostering interdisciplinary research, and collaborating with industry, Marist can prepare students to use AI responsibly while driving societal progress. The institution should focus on transparency, inclusivity, and the practical implications of AI to ensure students and faculty stay ahead of global challenges.

Should AI be feared or embraced? 

AI should be embraced with caution. While it holds immense potential to solve complex problems and improve lives, it must be developed and deployed responsibly. Embracing AI with a focus on ethical considerations and human-centric applications allows us to harness its benefits while minimizing risks.

What about the future of AI excites you?

The future of AI excites me because of its transformative potential in making life smarter, fairer, and more efficient. From revolutionizing personalized education and healthcare to solving global issues like climate change, AI offers endless possibilities to enhance human capabilities and improve society. In marketing specifically, AI is redefining how businesses connect with audiences by enabling hyper-personalized campaigns, predictive analytics, and real-time customer interactions. Its ability to democratize access to opportunities and resources, while fostering deeper and more meaningful connections between brands and consumers, inspires optimism for a better future.