This book offers a comprehensive exploration of the evolving dynamics within the smartphone ecosystem, with a particular focus on branding, technological disruption, and consumer behaviour in the AI age.

The convergence of smartphones and AI has significantly influenced consumer purchase intentions and decision-making processes, reshaping how businesses design and deliver value. In response, the authors examine how intelligent systems embedded in smartphones (such as predictive analytics, voice assistants, and algorithmic personalisation) redefine consumer identities, expectations, and market relationships. Covering key topics such as the rise of luxury smartphones, an analysis of the digital customer journey, and insights into how smartphones mediate brand experiences, this is a valuable resource for students, researchers and practitioners.

Dominic Appiah is a Lecturer in Marketing at Royal Holloway, University of London; with demonstrated experience in both HE and FE sectors across the UK and Singapore. He is skilled in team building, public speaking, business start-ups and offshore business development and marketing. Additionally, he has strong industry experience in insurance and banking. He has published in scholarly journals including Journal of Retailing & Consumer Services and Journal of Consumer Behaviour. Dominic is a Senior Fellow of the Higher Education Academy (SFHEA); Certified Management & Business Educator (CMBE); Member of the Chartered Institute of Marketing (CIM); Member of the Chartered Institute of Insurance (CII) and Member of the British Academy of Management (BAM).

Wilson Ozuem is a Professor of Digital Marketing and Innovation at the University for the Creative Arts, UK. His primary expertise lies in digital marketing and fashion marketing, with a specific research focus on understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is recognised as a leading international scholar in digital marketing and multichannel retailing. His research has been published in key journals He has edited several books, including 'Digital Marketing Strategies for Value Co-Creation, 2nd edition,' (Palgrave, 2025).