AI, Pro-Social Behaviour & CX: The Business Advantage

AI is redefining customer experience (CX) by shaping pro-social consumer behaviours—driving responsible choices, deeper engagement, and long-term brand loyalty. This masterclass explores how businesses can use AI to create meaningful customer interactions that influence positive behaviour while delivering measurable business outcomes.

What You’ll Learn:

• How AI encourages pro-social consumer behaviour and why it matters for business
• The link between pro-social behaviours, customer loyalty, and brand trust
• AI-driven strategies to influence consumer decision-making in ways that benefit both business and society
• Case studies on how to leverage AI to drive responsible engagement and competitive advantage
• Practical approaches to integrating AI-powered behavioural insights into CX, marketing, and business strategy

Event Details:

• Date: Thursday, April 10, 2025
• Time: 12:00 PM – 1:00 PM  
• Hosted by: Dr. Vlad Demsar, Director of the Consumer Experience and Innovation (CXI) Research Group  
• Presenter: Dr. Bo Pang, Associate Director of the Consumer Experience and Innovation (CXI) Research Group  
• The link will be provided closer to the event day.
  

Meet the Presenter

Dr. Bo Pang is a Senior Lecturer in Marketing and the Associate Director of the Consumer Experience & Innovation (CXI) Research Group at Swinburne University of Technology. A passionate academic and researcher, Dr. Pang specializes in applying social marketing and AI-driven insights to influence pro-social consumer behavior. His work focuses on how businesses can leverage AI and behavioural science to enhance customer experience (CX), foster responsible consumption, and drive measurable social impact. Dr. Pang has secured over AU$2.9 million in research funding and has published more than 100 scholarly articles in high-impact journals, conferences, and industry reports. His research spans public health, environmental conservation, and corporate social responsibility, informing business strategies that align customer engagement with ethical and sustainable outcomes. His current research interests focus on demonstrating the power of AI and behaviour-driven insights in shaping a better future for both consumers and businesses.

Q&A  Following the presentation, CXI Director Dr. Vlad Demsar will lead an interactive Q&A discussion to provide an opportunity for audience members to engage directly.

Acknowledgement & Understanding  By registering for this event, you acknowledge and give consent to the audio and video recording of the session and your email details being added to the CXI database. If you do not consent, please let the event organiser know.