João Guerreiro is an Associate Professor with Habilitation of the Department of Marketing, Operations, and General Management at Iscte – Instituto Universitário de Lisboa and holds a Ph.D. in Marketing. He also has a bachelor’s degree in computer science engineering and a Master's degree in decision support systems. On a scientific level, João Guerreiro published in top journals such as ABS4 and FT50 on topics as diverse as technology implications for Marketing, Hospitality and Tourism, and corporate social responsibility. He also won the Iscte Scientific Awards in 2016, 2018, 2019, and 2021 and the Best Paper Award at GAMMA-Fashion (2019), with an Honorable mention on the paper “How atmospheric cues in virtual reality fashion stores affect the sense of presence”. His research interests are focused on the area of consumer behavior and relationship marketing, namely the implications of technologies (Augmented Reality, Virtual Reality, Artificial Intelligence, IoT) for Marketing, having articles published in various scientific journals such as Journal of Travel Research, Tourism Management, Journal of Business Research, Journal of Sustainable Tourism, Journal of Business Ethics, among others. Regarding management roles, he serves as the Deputy Director of the BRU-IUL Research Unit and holds the role of Deputy Director of LIA – A laboratory of ISCTE for promoting innovation in academia. In addition, João Guerreiro is the Director of the Bachelor's degree in Digital Technologies and Management at Iscte–Sintra, where he is also a member of the Scientific Committee. His role as Director of the Master’s in Marketing at ISCTE-IUL, from 2017 to 2021, and member of the Pedagogical Committee of Iscte Business School from 2017 to 2019 is also part of his professional portfolio. He coordinates the 3rd year of the Bachelor in Marketing Management at Iscte, and has been responsible for coordinating 22 different courses. João Guerreiro has made contributions to diverse fields of research, including Marketing and Business, Artificial Intelligence, AR/VR, Hospitality and Tourism, Fashion, Ethics, Green & Sustainable Consumption, Digital and Online Marketing, Marketing Communications, Consumer Neuroscience and Education. The author has co-edited a book entitled "Handbook of Research on Developing a Post-Pandemic Paradigm for Virtual Technologies in Higher Education" and published five book chapters, with works like “Do we really care about artificial intelligence? A review on social transformations and ethical challenges of AI for the 21st century”. In terms of event organizations, the author played key roles in the organization of three international events, including the 6th and 7th International XR(AR/VR) conferences and the EURAM 2019 Conference. He has been involved as a participant in four international projects. In 2023, João Guerreiro contributed as an Invited Speaker at FutureCast Lab's RealLifeMasterClass, presenting on “Empowering Future Leaders: Leveraging the Power of AI in Management Education.” He moderated a Technology in Marketing talk at “Marketing Journeys 2021,” engaging in discussions about technology's evolving role in marketing with representatives from Diverge, Detox in a Box, Valispace, and Hoopers. He also published a media article “Inteligência Artificial acelera processos de recrutamento em 90%” ("Artificial Intelligence Accelerates Recruitment Processes by 90%") that was published in notable outlets such as “Jornal Económico,” Executive Digest, and Human Resources. Furthermore, in 2020, he was invited to speak on TSF radio about "A Universidade na Resposta à Crise - Estratégias de Marketing" ("The University in Response to the Crisis - Marketing Strategies").