KENNESAW, Ga. | Jan 9, 2025

Kennesaw State Marketing Professor Prachi Gala was invited to the Higher Colleges of Technology (HCT) in Dubai to present her insights on artificial intelligence in marketing. The event, hosted by HCT, brought together academics and professionals to explore how AI is reshaping marketing education and practice. 

Gala’s presentation focused on AI’s transformative potential in marketing, spanning student engagement, teaching methodologies, and innovative research practices.

“It’s an incredible opportunity to share ideas, exchange insights, and learn from a forward-thinking academic community,” Gala said. “I’m deeply honored to contribute to this dialogue, as it aligns perfectly with my passion for bridging academia and industry.”

During the seminar, Gala shared how students perceive AI’s growing role in their education and future careers, offering strategies for using AI tools to enhance classroom engagement and learning outcomes. She also shared insights from her research, which examines AI’s influence on decision-making, personalization, and consumer behavior. Her current projects include analyzing how CEOs adopt AI, exploring perceptions of AI through visual cues using the Zaltman Metaphor Elicitation Technique, and studying cultural differences in AI adoption through interviews with entrepreneurs in multiple countries.

“These studies provide a multi-layered perspective—spanning CEOs, entrepreneurs, and consumers—on how AI is shaping the future,” Gala said.

Gala emphasized that the seminar was a valuable platform for mutual learning. 

“What excites me most is the chance to learn from the diverse audience at HCT Dubai,” she said. “I gained insights into regional MENA (Middle East and North Africa) advancements in AI, the challenges marketers in this region face, and how cultural contexts influence AI-driven strategies.”

The collaboration between Kennesaw State’s Coles College of Business and HCT Dubai opens doors for joint research, international exchange programs, and enriched learning experiences. Gala noted that these initiatives could provide Coles students with global exposure, industry connections, and a deeper understanding of cultural competence in marketing.

“Collaborating with HCT on AI in marketing will provide unique insights, especially from the MENA region, broadening our understanding of AI’s global impact,” Gala said.

This speaking engagement with HCT is the latest in a series of moves that the Coles College has made to be a leader in the discourse around emerging technologies like AI. In recent years, the College has hosted two academic conferences on AI’s role in business education and has hosted a series of faculty development workshops on AI.

“We’re building global recognition in the AI space through cutting-edge research, strong industry partnerships, and innovative education,” Gala said. “This partnership strengthens Coles College’s position as a global leader in AI research and education, empowering students and faculty to excel in a rapidly evolving, AI-driven world.”

-Daijah Sims