Michael Shumanov

Dr. Michael Shumanov is a Lecturer in Information Systems at the School of Business, Law and Entrepreneurship, Swinburne University of Technology. His professional background includes management consulting and international automotive experience with a leading brand. He specializes in digital transformation strategies, design thinking applications, customer experience management, and operating model design. His research intersects marketing technology, AI-driven consumer insights, and CRM strategy development.

Shumanov's academic work focuses on leveraging AI for personalized marketing (e.g., personality-based advertising effectiveness) and improving chatbot interactions through personality alignment. He has published extensively on CRM maturity models and global CRM strategies, drawing from case studies in financial services and multinational organizations. He currently supervises doctoral research on AI limitations in long-term market deals.

Recent publications emphasize data-driven approaches to consumer behavior prediction and chatbot personalization, with over 250 citations for his 2021 work on chatbot interactions. His research bridges theoretical CRM frameworks with practical implementation challenges across diverse industries.