About Me

Hello! My name is Erica Lee, and I am a Ph.D. Candidate in Business Administration (Marketing) at Gies College of Business, University of Illinois Urbana-Champaign. I am jointly advised by Professors Aric Rindfleisch and Maria Rodas.

My research examines how emerging technologies, especially artificial intelligence, reshape relationships in the marketplace. I study how AI alters consumer-brand relations and disrupts traditional brand dynamics. I also explore how consumer worldviews and beliefs influence perceptions of human roles in AI-driven environments.

Broadly, my work seeks to bridge micro-level consumer experiences with macro-level cultural and societal transformations. Drawing insights from marketing, sociology, and psychology, I aim to explore the opportunities and challenges of AI's marketplace transformation and promote approaches to AI integration that preserve human value in the digital age.