Dhiti Desai
Biography
Dhiti Desai is a Doctoral Researcher in Neuromarketing and a faculty at GLS University, India, where she also serves as a faculty member in Cyber Security. Her core academic and professional expertise lies in branding, marketing strategy, and consumer neuroscience. She is the Co-Founder of Moodboard Inc., a boutique marketing agency specializing in luxury and lifestyle branding. With multiple publications and conference presentations across marketing, psychology, and neuroscience, her work explores the intersections of consumer behaviour, sensory branding, and digital media. She is also the author of two books, Rephrased and Aligned and Betwixt the Pink Mountains.
Her research has been published in reputed journals and presented at leading conferences. Notable works include:
- Psychological Impact of Notification and Application Sound in Sonic Branding on the Consumer's Perception in Apropos to Theories of Neuroscience (Journal of Informatics Education and Research, 2024).
- Neurons Said, Yes!: A Case Study Analysis on Brands Optimizing Neuroscience as a Strategic Marketing Tool (Library Progress International, 2024).
- An Empirical Investigation into User-Generated Reviews and Their Influence on Indian Consumers' Perceptions of Eco-Conscious Cosmetics (Conference Paper, 2024).
- Impact of Memetic Marketing in Conversion (Awarded First Rank, GTU SIP Competition, 2023).
She has presented her research at IIM Bodhgaya, Welingkar Institute Mumbai, and GLS University's ATRPM conferences (2020, 2023, 2024, 2025), securing multiple accolades for her academic contributions. In addition to her research, she has authored two books-Rephrased and Aligned and Betwixt the Pink Mountains.
Research Interest
Neuromarketing, Branding, Consumer Behaviour & Cyber Security Faculty
Abstract
AI-sistant to Manager: Running Your Research So You Don't Burn Out.
For the modern research scholar, the workload isn't just about writing papers it's about managing chaos. Between endless literature, evolving theories, cross-disciplinary demands, and time-bound deliverables, it's easy to feel overwhelmed. That's where AI steps in not just as a tool, but as a project manager, an ideation partner, and an intellectual prompt engine. In my journey as a neuromarketing scholar, I've explored how the brain responds to brands whether through firm-generated content, user reviews, or sonic branding. But behind each study is a mountain of cognitive effort: scanning hundreds of papers, curating literature that aligns with theory, extracting relevant frameworks, identifying research gaps, and ensuring content flow. Here, AI doesn't just assist it manages. AI tools can intelligently scan databases to filter out high-relevance literature, extract thematic patterns, and even suggest how seemingly distant concepts (say, dopamine-driven engagement and trust repair strategy) connect. Through generative prompts, AI becomes a brainstorming ally offering fresh perspectives, framing sharper research questions, and helping design mixed-method approaches that blend fMRI insights with consumer psychology. Moreover, AI acts as a consistency keeper. It helps scholars track conceptual threads across drafts, maintain coherence between theoretical frameworks and findings, and even clean up language while preserving originality. Rather than replacing the scholar, AI amplifies what we're already doing just more efficiently, more creatively, and with fewer all-nighters. This talk unpacks how AI can be leveraged at every stage of research ideation, literature review, data analysis, content development, and synthesis. It's a nudge to stop viewing AI as a threat to academic integrity and start recognizing it as your behind-the-scenes productivity partner. Because in the age of information fatigue, smart scholars don't just work harder they prompt better.
