Simoni Rohden is an Assistant Professor and Director of the NOVA Marketing Analytics Lab. She holds a PhD in Management with a specialization in Marketing from the Federal University of Rio Grande do Sul (UFRGS), Brazil, and completed part of her doctoral studies as a visiting PhD student at Bayes Business School (City St George's, University of London), in the United Kingdom. She is a member of the Academy of Marketing Science (AMS), the European Marketing Academy (EMAC), and the Information Management Research Center (MagIC) at NOVA IMS. Her research interests include consumer behavior, service marketing, and the effects of emerging technologies, such as artificial intelligence, on retail and consumer experiences. Her work has been published in journals including Computers in Human Behavior, Journal of Consumer Marketing, International Journal of Retail and Distribution Management, International Journal of Consumer Studies, and Electronic Commerce Research. Prior to her academic career, she spent ten years working as a manager and strategic consultant. Her behavioral insights projects involved organizations such as General Electric, Bibi Footwear, Sanofi Health, and L’Oréal.