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I am a Reader in Marketing, and a member of the Marketing and Corporate Brand Research Group.

My research focuses on the use of digital technology in interactions between firms and their customers. I am particularly interested in the use and consequences of algorithmic decision making, and the development of digital footprints.

I have taught across various programmes, including MBA and executive education, and led on the pedagogical use of new technologies (for instance, I was part of the academic team that founded the Google Online Marketing Challenge).

Since March 2020, I have been serving as an Associate Editor for the Journal of Marketing Management.


I hold a PhD from the London School of Economics, as well as an MBA from London Business School. Prior to joining academia, I worked as a management consultant in the telecommunications industry and as a portfolio manager at a leading media and entertainment company, among others.


I lead the Division of Marketing.

Newest selected publications

Braganza, A., Chen, W., Canhoto, A. and Serap, S. (2021) 'Productive Employment and Decent Work: The impact of AI adoption on psychological contracts, job engagement and employee trust'. Journal of Business Research, 131. pp. 1 - 3. ISSN: 0148-2963 Open Access Link

Journal article

Canhoto, A. (2021) 'Leveraging machine learning in the global fight against money laundering and terrorism financing: an affordances perspective'. Journal of Business Research, 131. pp. 441 - 452. ISSN: 0148-2963

Journal article

Castillo, D., Canhoto, AI. and Said, E. (2020) 'The dark side of AI-powered service interactions: exploring the process of co-destruction from the customer perspective'. The Service Industries Journal. pp. 1 - 26. ISSN: 0264-2069 Open Access Link

Journal article

Ball, K., Canhoto, A., Daniel, E., Dibb, S., Meadows, M. and Spiller, K. (2020) 'Organizational tensions arising from mandatory data exchange between the private and public sector: The case of financial services'. Technological Forecasting and Social Change, 155. pp. 119996 - 119996. ISSN: 0040-1625 Open Access Link

Journal article

Canhoto, A. and Clear, JF. (2019) 'Artificial Intelligence and Machine Learning as business tools: a framework for diagnosing value destruction potential'. Business Horizons, 63 (1). pp. 183 - 193. ISSN: 0007-6813 Open Access Link

Journal article
More publications(25)