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), emphasizing Economics and Management. Her academic background is interdisciplinary, combining a degree in Marketing and Communication, a Postgraduate Diploma in Organizational Behavior and Management, and a PhD in management in the marketing specialty with the theme of Human-Artificial Intelligence Engagement. She published scientific articles in top journals with collaborators(s) in co-authorship, 2 book chapters, and proceedings at conferences. Have extensive teaching experience, from 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 different 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.