What AI Changes: Seth Ketron Shares His Findings – Newsroom
What AI Changes: Seth Ketron Shares His Findings – Newsroom
https://news.stthomas.edu/what-ai-changes-seth-ketron-shares-his-findings/
Publish Date: 2026-05-27 09:06:00
Source Domain: news.stthomas.edu
- Consumer behavior and technology: Seth Ketron, associate professor of marketing at the University of St. Thomas, studies consumer behavior through the lenses of sensory marketing and emerging technology.
- Adaptable virtual environments: Ketron believes in the potential of AI to create adaptable environments in virtual reality that respond in real-time to inputs and actions.
- Ethical concerns: Ethical concerns surrounding AI’s use of consumer data involve privacy, consent, transparency, and the environmental impact of data centers.
- Impact on retail experiences: AI is currently shaping retail through chatbots, customer service tools, and emerging technologies like service robots, with potential for more personalized and immersive shopping experiences.
- Role of sensory cues: Sensory inputs like music and smell significantly influence consumer behavior by either speeding up or slowing down their actions and by connecting to memory and emotion.
- Industry background: Ketron’s corporate retail experience in companies like Gap Inc., JCPenney, and The TJX Companies influences his approach to teaching at the University of St. Thomas by emphasizing practical skills in analytics and emerging technology.
- Emphasis on critical thinking and human oversight: Ketron stresses the importance of maintaining human oversight and critical thinking to ensure responsible use of AI, addressing concerns about misinformation and its effects on jobs.
- Experiential learning and industry relevance: Ketron promotes experiential learning and encourages students to pursue their passions while gaining practical skills, preparing them for roles that integrate AI and other emerging technologies in meaningful ways.
