Ayat Ahmed Mahmoud Kamal Embabi

Ayat Ahmed Mahmoud Kamal Embabi is both a researcher and academic who specializes in digital marketing and communication studies and media analysis while developing an interest in artificial intelligence applications in marketing strategies. The University of Bedfordshire awarded her a Master’s degree in Digital Marketing with distinction in 2024. MSA University in Egypt awarded Ayat Ahmed Mahmoud Kamal Embabi her Bachelor’s degree in Mass Communication with a focus on Advertising and Public Relations. She began her role as a Teaching Assistant at MSA University in 2021 where she supports curriculum development alongside student support and academic research. Her research investigates the impact of AI technologies on consumer behaviour as well as personalised communication and data-driven decision-making within the digital marketing field.

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