PhD in Business And Economics

This research explores how the rapid adoption of artificial intelligence (AI) is changing the way marketing professionals work and how it affects their wellbeing. AI tools, from automated content generation to predictive analytics, are transforming daily tasks, creating both opportunities and pressures. The project investigates whether leisure crafting (the proactive shaping of personal free time to enhance recovery, mastery, social connection, and meaning) can help marketing employees cope with AI-driven demands and maintain their wellbeing./nMethods: combination of surveys, interviews and reflective diary keeping./nLocation: Loughborough, United Kingdom.