Rate My Professor Paul Smith

Smith's research specializations include consumer and business decision making, B2B marketing, technology integration, market research, digital marketing, complex statistical modeling, and business applications of artificial intelligence and machine learning. He has served as lead or co-investigator on five UKRI-funded research projects and one contract market research initiative. Notable publications comprise the chapter 'AI and B2B Marketing' in The Sage Handbook of Industrial Marketing (2025, eds. Lindgreen et al.); 'Place attachment theory and virtual reality: the case of a rural tourism destination' in International Journal of Contemporary Hospitality Management (2024, with Pantelidis et al.); 'Teach well, learn better—Customer involvement and new product performance in B2B markets: The role of desorptive and absorptive capacity' in Industrial Marketing Management (2023, with Najafi-Tavani et al.); and 'Non-Adherence Tree Analysis (NATA)—An adherence improvement framework: A COVID-19 case study' in PLOS ONE (2021, with Edifor et al.). Additionally, he has presented at conferences such as the IMM Summit and Academy of Marketing. Smith advises multiple SMEs in technology, fintech, and manufacturing sectors, holds board advisory roles including with a global professional services firm, and is a Digital Advisory Panel Member for the UK Gambling Commission. As a regular public speaker on fintech and AI topics, he influences advancements in business research and practice through grant-funded collaborations.