In this course we will look to the AI impact on consumer behaviour from two different perspectives: consumer and company / brand. The main theories which help to understand consumer acceptance of technology will also be presented. The micromodule is interdisciplinary and covers marketing, business, consumer psychology, and technology disciplines.

Each week, students will be engaged in video lectures, quizzes, readings, discussion forums, and case study analyses. These activities are designed to expand students’ knowledge, and to encourage and strengthen their critical thinking skills. The combination of these learning elements will contribute significantly to the students' understanding of the subject matter and foster the development of their analytical and critical thinking abilities.

The relevance of this micromodule lies in its timely exploration of the relationship between AI and consumer behaviour, addressing current industry needs and preparing students for the challenges and opportunities presented by the evolving landscape of digital marketing.