Attend the Virtual Global Study Fair | Register Now Attend the Virtual Global Study Fair | Register Now

Artificial Intelligence in marketing: An exploration of changing consumer identities

   School of Business

This project is no longer listed on and may not be available.

Click here to search for PhD studentship opportunities
  Dr Georgiana Grigore, Dr Cristina Galalae, Prof James Fitchett  No more applications being accepted  Funded PhD Project (Students Worldwide)

About the Project

Project Description

The PhD in Management is based in the Business School

Highlights of the project

  • This thesis will explore how the use of AI in marketing is changing consumer identities.
  • To achieve this aim, a combination of qualitative approaches with consumers and marketing managers will be employed.
  • In addition to new understandings of changing consumer identities, the project will also provide insights for digital marketing practitioners on responsible use of AI in marketing and the protection of vulnerable consumers in online marketplaces. 

Project Overview

The use of AI is changing the role of the consumer. This is significant because consumption is recognised as a domain for identity construction. The consumer is a key social and economic figure and their choices within the market impact everything from wellbeing to economic structures and environmental sustainability. Any changes in what it means to be a consumer therefore have wide significance. This research will therefore explore how AI technologies change consumption practices, and how this impacts consumers’ identity, sense of self-worth and wellbeing, creativity, and agency. As the project deals with changes in marketing practice, it will also provide insights for digital marketing practitioners on the responsible use of AI in marketing, and on what is necessary to protect vulnerable consumers in online marketplaces. 

The successful candidate is expected to:

  • Expand knowledge gained through their Masters in Marketing, or related subject, and develop research skills by undertaking doctoral training and attending relevant seminars and workshops;
  • Contribute to the research culture of the School of Business through sustained engagement with the academic community;  
  • Lead the project development independently and creatively, with the support of the supervision team.


A combination of qualitative approaches with consumers and marketing managers will provide deep insight into how AI technologies influence marketplace behaviours and related consumer identities. 

Entry requirements

Applicants are required to hold a UK Bachelor Degree 2:1 or better overseas equivalent and a Masters degree with Merit both in a relevant subject.

The University of Leicester English language requirements apply.

Informal enquiries

Informal project enquiries please email the supervisor: Dr Georgiana Grigore [Email Address Removed]

Application enquiries: [Email Address Removed]

To apply please refer to our web page at

Funding Notes

The Future 50 PhD Studentship
The studentship provides funding for 3.5 years to include:
Tuition fees at UK rate
Stipend at UKRI rates current £17,668 for 2022/3 (2023/4 to be announced shortly.)
Access to a Research Training Support Grant of up to £1,500 pa for 3 years.
International applicants applying will need to be able to fund the difference between UK and International fees for the duration of study. This will amount to £11,488 per year.
Please explain how you will fund the difference in fees in your personal statement.


Grigore, G., Molesworth, M., Miles, C., & Glozer, S. (2021). (Un) resolving digital technology paradoxes through the rhetoric of balance. Organization, 28(1), 186-207.
Kipnis, E., Demangeot, C., Pullig, C., Galalae, C., et al. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40(2),143-164.
Demangeot, C., Kipnis, E., Pulling C., Cross, S., Emontspool, J., Galalae, C., Grier, S., Rosenbaum, M. & Best, S. (2019). Constructing a Bridge to Multicultural Marketplace Well-Being: a Consumer-centered Framework for Market Action. Journal of Business Research, 100, 339-353.
Mardon, R., Molesworth, M., & Grigore, G. (2018). YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship. Journal of Business Research, 92, 443-454.
Grigore, G., Molesworth, M., & Watkins, R. (2017). New corporate responsibilities in the digital economy. In Corporate social responsibility in the post-financial crisis era (pp. 41-62). Palgrave Macmillan, Cham.
Hobbs, J., Grigore, G., & Molesworth, M. (2016). Success in the management of crowdfunding projects in the creative industries. Internet Research, 26(1), 146-166.
Search Suggestions
Search suggestions

Based on your current searches we recommend the following search filters.

PhD saved successfully
View saved PhDs