Giulia PAVONE

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giulia.pavone@kedgebs.com

Giulia Pavone is permanent professor and researcher at KEDGE Business School. She obtained her Ph.D. in Management Sciences at the University Toulouse 1 Capitole - Toulouse School of Management. Her thesis received several awards: the Best Thesis Award of the French Marketing Association (AFM) (2022), the Special Thesis Award of the Adetem Circle (2022), and the Sphinx Best Thesis Award (2022). Her research focuses on the interactions between consumers and emerging intelligent technologies, with particular attention to the factors influencing trust and the intention to adopt AI-based solutions, as well as the ethics of artificial intelligence (AI). She teaches AI applied to management and marketing, particularly within the Grande École (PGE) program, where she addresses both AI and its ethical implications. Her work has been published in international journals such as the Journal of Interactive Marketing, Technological Forecasting and Social Change, Journal of Consumer Marketing, Journal of Marketing Education, Recherche et Applications en Marketing, and Journal of Service Management Research.    

    Recent publications
    Publication Year of publication Type of publication
    PAVONE, G., L. MEYER-WAARDEN, A. MUNZEL, "De l’analyse à l’empathie et à la créativité : La révolution de l’IA dans la pratique et l’enseignement du marketing", Recherche et Applications en Marketing, 2025, vol. 40, no. 1, pp. 101-134 2025 Journal article
    PAVONE, G., "Generative AI in the Learning Process: Threat or Tool? Understanding the Role of Self-Esteem and Academic Anxiety in Shaping Student Motivations", Journal of Marketing Education, 2025, pp. 1-24 2025 Journal article
    DESVEAUD, K., G. PAVONE, "AI driver or assistant? The impact of gendered interfaces on disempowerment dynamics in fully autonomous vehicles", Technological Forecasting and Social Change, 2025, vol. 219, pp. 124259 2025 Journal article
    DESVEAUD, K., G. PAVONE, "Consumer Perceptions of AI-Generated Marketing Content" in Encyclopedia of Artificial Intelligence in Marketing., Riadh Ladhari Ed., Springer, Cham, pp. 1-7, 2025 2025 Book chapter
    PAVONE, G., K. DESVEAUD, "Gendered AI in fully autonomous vehicles: the role of social presence and competence in building trust", Journal of Consumer Marketing, 2025, vol. 42, no. 2, pp. 240-254 2025 Journal article
    PREVOT, F., K. DESVEAUD, G. PAVONE, A. BELIAKOVA, "More than words: consumers’ emotional responses to visual and textual stimuli in online applications", Electronic Commerce Research, 2025 2025 Journal article
    PAVONE, G., K. DESVEAUD, "Strategic Implications of Chatbots in Marketing: Exploring Applications and Factors of Customer Acceptance" in The Impact of Digitalization on Current Marketing Strategies., Emerald Publishing Limited Ed., Emerald Group Publishing Limited, pp. 1-18, 2024 2024 Book chapter
    PAVONE, G., L. MEYER-WAARDEN, A. MUNZEL, "Rage Against the Machine: Experimental Insights into Customers’ Negative Emotional Responses, Attributions of Responsibility, and Coping Strategies in Artificial Intelligence–Based Service Failures", Journal of Interactive Marketing, 2023, vol. 58, no. 1, pp. 52-71. 2023 Journal article
    MEYER-WAARDEN, L., G. PAVONE, T. POOCHAROENTOU, P. PRAYATSUP, M. RATINAUD, A. TISON, S. TORNÉ, "How Service Quality Influences Customer Acceptance and Usage of Chatbots?", Journal of Service Management Research, 2020, vol. 4, no. 1, pp. 35-51 2020 Journal article
    Teaching domains

    Marketing

    • IA et éthique de l'IA
    • Ai-driven marketing
    • Consumer behaviors and AI
    • Artificial Intelligence
    Research domains

    Innovation

    Marketing

    Consumer Behavior

    Kedge Insights
    Insights Others authors Category Expertise
    La relation des étudiants à l’IA, entre soutien aux apprentissages et menace pour l’estime de soi None Expert’s view
    		 Artificial Intelligence
    La relation des étudiants à l’IA, entre soutien aux apprentissages et menace pour l’estime de soi None Published in The Conversation
    		 Artificial Intelligence