Mónica Mendes Ferreira is a Visiting Assistant Professor at ISCTE Business School and a researcher at BRU. She works in the social sciences area(s), emphasising Economics and Management. Her academic background is interdisciplinary, combining a degree in Marketing and Communication, a Postgraduate Diploma in Organisational Behaviour and Management, and a PhD in Management with a specialisation in Marketing and a focus on Human-Artificial Intelligence Engagement. She has published scientific articles in top journals as a co-author, two book chapters, and proceedings from conferences. Have extensive teaching experience, from a bachelor's in Marketing and Management to different master's and post-degree and Executive Education. At a professional level, over 20 years of experience in various sectors such as FMCG, Mass Media, Advertising Agencies, Associations, and Consulting. Her current research interests include consumer behaviour, digital marketing, social media, branding, communication, tourism marketing and the connections between marketing and VR, AR and AI.