Project “AID” is implemented within the framework of the National Recovery and Resilience Plan 2021–2026 and is financed by European Union funds through the NextGenerationEU instrument.
Project “AID” is implemented within the framework of the National Recovery and Resilience Plan 2021–2026 and is financed by European Union funds through the NextGenerationEU instrument.
About the project
Project AId explores how artificial intelligence (AI) is fundamentally transforming consumer decision-making processes and the key implications of these changes for market dynamics and corporate strategies. In today’s deeply digitalized era, AI-driven systems—from sophisticated recommendation algorithms and personalized marketing campaigns to intelligent virtual assistants and dynamic pricing—have become an indispensable, ubiquitous part of the consumer experience. These tools not only change how consumers discover information, evaluate alternatives, and make final purchasing decisions, but also reshape their expectations and the ways they interact with brands across a wide range of industries.
Through a multidisciplinary research approach, the “AId” project will provide scientifically grounded insights into the psychological and behavioral aspects of AI’s impact on consumers and markets. Building on these insights, practical frameworks and recommendations will be developed for businesses, helping them redefine their business models and strategies, and specifying the key managerial competencies needed to lead companies in AI-shaped markets—thereby directly contributing to strengthened competitiveness, innovation, and responsible business conduct in an increasingly complex AI era.
Total project value: 81.029,08 EUR
Project duration: October 1, 2025 until September 30, 2029
Project holder: University of Zagreb, Faculty of Economics & Business
Contact
Project leader: prof. Goran Vlašić, PhD.
E-mail: gvlasic@net.efzg.hr
Address: Faculty of Economics & Business – Zagreb
Trg J. F. Kennedyja 6
10000 Zagreb, CROATIA