Vlad Demsar

Vlad Demsar is a Senior Lecturer in Marketing at Swinburne University of Technology's School of Business, Law and Entrepreneurship. He serves as Director of the Consumer Experience & Innovation (CXI) Research Group and Major Discipline Coordinator for Marketing. With extensive experience bridging academic research and practical business applications, Demsar specializes in helping organizations solve complex marketing challenges related to strategy, communications, emerging technologies, consumer experience, and sustainability.

• Doctor of Philosophy (Marketing), Monash University
• Bachelor of Business (Honours), Monash University
• Bachelor of Business (Marketing), Monash University
• Bachelor of Business (Management), Monash University

Demsar's research spans consumer behaviour, advertising, digital marketing, and digital cultures, with a strong focus on the intersection of artificial intelligence and marketing. His work explores how generative AI is reshaping advertising creativity, consumer responses to AI-generated content, and the ethical implications of emerging technologies in marketing. He investigates diversity representation in virtual environments, the impact of sex appeals in influencer versus brand marketing, and how the concept of the 'common good' manifests in consumer decision-making and brand perception.

His extensive publication record in leading journals reveals a clear research trajectory focused on the transformative impact of AI on marketing practices, with particular attention to consumer responses, ethical considerations, and practical applications. Recent work demonstrates increasing specialization in generative AI's role in advertising creativity, customer service paradoxes, and circular consumption patterns, while maintaining longstanding interests in consumer behavior fundamentals and marketing strategy.

• 2024 Journal of Advertising Research Award - Best Reviewer
• 2024 Journal of Advertising Research Awards - Runner Up Best Paper
• Monash Postgraduate Publication Award
• Australian Postgraduate Award
• Monash Dean's Postgraduate Research Excellence Award (awarded twice)

Demsar actively supervises doctoral research, including projects on customer experience evaluation frameworks. His grant portfolio demonstrates significant research leadership, with current projects including 'Understanding the role and function of Artificial Intelligence in Enhancing Social Housing Services' and 'The role of generative artificial intelligence in facilitating circular consumption behaviour.' He has secured both internal university funding and external contracts with organizations like The Lumery Pty Ltd and The Trustee for Graham Family Foundation.

As Director of the Consumer Experience & Innovation (CXI) Research Group, Demsar leads a team focused on cutting-edge research at the intersection of consumer behavior, emerging technologies, and sustainable business practices. The group collaborates with major Australian organizations across telecommunications, banking, retail, and technology sectors to translate academic insights into practical business solutions.