TEDxUNF Speakers

This talk examines how the convergence of artificial intelligence, neuropsychology, and digital design is reshaping the way human decisions are formed. Advances in consumer neuroscience demonstrate that many aspects of decision-making occur below conscious awareness, as neural and emotional responses often precede rational explanations of choice. At the same time, artificial intelligence systems increasingly learn from behavioral signals—such as clicks, pauses, and engagement patterns—to predict preferences and continuously optimize digital environments. 

Together, these developments have transformed the landscape of influence. What once relied on surveys and stated preferences now relies on large-scale behavioral experimentation and algorithmic learning. Digital platforms test thousands of variations of interfaces, recommendations, and prompts in order to identify which environments most effectively guide user behavior. As a result, many decisions that appear spontaneous or intuitive may actually be shaped by carefully designed choice architectures. 

This transformation raises important ethical questions about autonomy, transparency, and responsibility. When digital platforms can anticipate behavior and structure choice environments accordingly, the boundary between helpful personalization and behavioral steering becomes increasingly difficult to distinguish. Practices such as algorithmic recommendations, default settings, and frictionless subscription models can improve convenience, but they may also introduce forms of influence that operate largely outside users’ awareness. 

Drawing on research from consumer neuroscience, and AI experimentation, this talk explores the ethical implications of designing digital environments that shape human choice. It argues that as intelligent systems become more capable of predicting and guiding behavior, safeguarding meaningful autonomy must become a central principle in the design and governance of digital technologies. 

Professor Purva Sharma is a seasoned academician with over 16 years of combined experience across higher education and industry. She holds a PhD in Marketing and Corporate Strategy and brings a strategic, globally attuned perspective to business education and professional development. Her work sits at the intersection of marketing, consumer behaviour, and emerging technologies, with a particular interest in how artificial intelligence and behavioural science are reshaping the way organizations understand and engage with consumers. 

Purva’s academic practice is grounded in inclusive pedagogy and experiential learning. She focuses on creating learning environments that recognize the diversity of student backgrounds, learning styles, and global business contexts. Through her teaching and curriculum development, she emphasizes applied learning, encouraging students to critically engage with real-world challenges and develop solutions that are both innovative and ethically responsible. 

Over the course of her career, Purva has worked closely with interdisciplinary academic teams as well as internal and external stakeholders to design programs and courses that remain aligned with evolving industry needs. Her curriculum development work integrates insights from marketing strategy, digital innovation, and consumer psychology to ensure that graduates are prepared to navigate increasingly complex and technology-driven marketplaces. 

Her work encourages future leaders to think critically about the role of technology in shaping markets, organizations, and society, and to approach innovation not only as a driver of progress, but also as a responsibility toward consumers and communities. As an educator and thought leader, Purva is committed to inspiring and empowering the next generation of leaders, innovators, and changemakers.