I am a researcher in marketing and consumer behavior specializing in human–AI interaction and digital technologies. I completed my PhD at IQS School of Management, Universitat Ramon Llull (Barcelona). My research explores how individuals interact with AI-powered systems such as voice assistants and generative AI, focusing on how technological characteristics and emotional responses shape user experiences, decision-making, and behavioral intentions. In conlusion, my work contributes to advancing the understanding of AI adoption and human-centered design of intelligent technologies.