Alex Mari is a Research Associate and Ph.D candidate at the Chair for Marketing and Market Research at the University of Zurich. He is the former Head of Digital Marketing at Sonova Group, Brand Manager at Procter & Gamble, and CEO of two technology-driven startups. Alex holds a Master of Science in Marketing from the University of Lugano. He is studying the impact of Artificial Intelligence and Voice Assistants on both consumers and brands. Alex teaches digital marketing, digital strategy, and digital transformation in business schools. He equally loves academic, entrepreneurial, and managerial worlds.