Alex Mari is a Research Associate at the Chair for Marketing and Market Research at the University of Zurich. He is former Director of Digital Marketing at Sonova Group, Brand Manager at Procter & Gamble, AKQA, and others. Alex founded and managed two technology driven startups: Fennex, an augmented hearing app, and BrandMate, a social platform for brand ambassadors. He teaches digital marketing, digital strategy, and digital transformation in business schools. Alex holds a Master of Science in Marketing from the University of Lugano. He is currently studying the impact of artificial intelligence on digital transformation and customer relationship management. Alex equally loves academic, entrepreneurial and managerial worlds.