Francesca Bonetti

Francesca Bonetti is an Assistant Professor in the Department of Marketing at HEC Montréal. Her work focuses on the intersection of artificial intelligence (AI), technological innovation, and retail practices. She holds a PhD in Textile Design, Fashion, and Management from the University of Manchester, alongside postgraduate qualifications in academic practice and marketing strategy.

Education:

• PhD (Textile Design, Fashion, and Management), University of Manchester
• PgCert (Academic Practice in Art, Design, and Communication), University of the Arts London
• MLitt (Marketing), University of St Andrews
• BA (European Languages and Cultures), University of Modena

Research Interests: Francesca explores AI-driven retail innovations, consumer interactions with technology, and practice theories in marketing. Her work emphasizes the co-evolution of technology and business practices, particularly in fashion retail sectors. Ethnographic studies and sociotechnical implications of in-store technologies are key themes in her research.

Publications: Her recent work examines AI applications in retail (e.g., digital human stylists), managerial strategies for adopting consumer-facing technologies, and historical analyses of marketing science. She has contributed to journals like Information Technology & People and Journal of the Academy of Marketing Science.

Teaching: Francesca instructs courses such as MARK 10100 (Marketing Introduction), emphasizing foundational concepts in marketing strategy and technology integration.

Current Work: Ongoing research focuses on emerging AI technologies in retail practices and their impact on organizational processes.