Andrés Gvirtz is a Senior Lecturer in Marketing, Technology & Behaviour at King’s Business School at King’s College London, where he serves as Deputy Director of the MSc in Digital Marketing and is a Research Affiliate at the King's Institute for Artificial Intelligence. He holds an Honorary Research Associate position at Peterhouse, University of Cambridge. Andrés advises several technology start-ups and routinely collaborates with companies, e.g., Nokia Bell Labs.

He has two main research streams, with his first research stream focusing on technology, and more specifically on Generative AI as a disruptor in the personalisation space. His second research stream focuses on how we can understand and influence consumer behaviour through a combination of micro-level personality information and macro-level contextual information, at the core combining ‘who’ a consumer is, with ‘where’ a consumer is.

Before joining King’s College London, he was a supervisor for Marketing at Judge Business School, University of Cambridge, and taught Psychometrics at the Department of Psychology, University of Cambridge, where he was nominated for the Student Led Teaching Awards. At King’s College London, he has been awarded a Research Incubator Fund, an Innovation Education Fund, a Strategic College Teaching Fund and is the King’s Business School winner of the Innovation in AI King’s Education Award.

Andrés holds a PhD in Psychology from the University of Cambridge and was a Visiting Fellow at Harvard. At Cambridge, he was a finalist for the Cambridge Applied Research award and held the Vice-Chancellor Award (Cambridge Trust), an Economic and Social Research Council studentship (ESRC-UKRI), and was selected as a Peterhouse Scholar. Previously, he received an MPhil in Psychology (University of Cambridge) and a BA in Economics and Psychology (Clark University) as a scholar of the German National Academic Foundation (Studienstiftung) and the Gerhard C Starck Foundation.

Andrés is looking forward to hearing from interested researchers, students, and industry partners; please reach out via e-mail.

Dr Gvirtz is currently accepting new PhD students.