Wednesday, January 22, 2020 – 12:00 – 13:45 Amphi Calori, Building B

“Human Augmentation through Artificial Intelligence and Augmented Reality in consumer journey”

by Ana JAVORNIK, Newcastle University – Business School (UK)


Discussant: Xavier BASSET – CEO – HOOMANO



Augmented reality (AR) and artificial intelligence (AI) are progressively integrated in the online consumer journeys to support consumers with their purchases and decision-making. Such immersive technologies and intelligent systems can mitigate certain shortcomings of the online shopping environment and provide hyper-personalized recommendations. However, they also potentially create frictions or dilemmas related to consumers’ sense of self. This talk adopts the “human augmentation” paradigm, which proposes that immersive technologies and artificial intelligent systems are changing the notion of what it means to be human. I discuss the different dimensions of augmentation and their potential effects on consumer journeys



BIO Ana Javornik, PhD, is an Assistant Professor in Marketing at Newcastle University Business School. Her research focuses on consumer behaviour and digital marketing. Her specialisation lies in immersive technologies, particularly in relation to consumer perceptions and responses to such technologies. She completed her MSc in Corporate Communication and PhD in Marketing at Università della Svizzera italiana in Lugano, Switzerland. During her PhD studies, she won the Swiss National Science Foundation grant for prospective researchers and spent a year at the UCL Interaction Centre working in the area of human-computer interaction. Ana regularly presents her work at international conferences and publishes in internationally recognised outlets, such as the Journal of Marketing Management, Journal of Retailing and Customer Services, Behavior and Information Technology. She also contributed opinion pieces to online edition of Harvard Business Review. Ana maintains strong links with industry through consultancy and executive workshops.