24/02/2026
Hybrid Talk on Monday, March 2, 2026!
Join us for an engaging research discussion exploring how artificial intelligence is reshaping social interaction, marketing, and human perception.
Dr. Dave D. Centeno presents his paper:
“Social AI: Hedonic and Utilitarian Perceived Uses and Threats of Anthropomorphized Artificial Intelligence Social Entities.”
As AI increasingly takes on human-like roles in communication and branding, how do people perceive its benefits — and its risks? This talk examines the emotional and functional dimensions of AI social entities and their implications for marketing, culture, and society.
Dr. Centeno is a Full Professor of Marketing at the UP Cesar E.A. Virata School of Business, University of the Philippines Diliman. He earned his PhD in Marketing from the City University of Hong Kong and has led numerous academic, government, and industry collaborations.
His research spans marketing communication, endorsement marketing, cultural influences, and co-creative innovation — positioned at the intersection of technology, culture, and marketing practice. Recognized for his scholarly contributions, he has been awarded the title of UP Scientist multiple times.
Discover how AI is transforming social communication and marketing strategy.
Open to students, researchers, and industry practitioners.
