As a Full Professor and Scientific Director at Politecnico di Milano, he has over 10 years of experience in teaching, researching, and consulting in the fields of marketing and consumer behavior. His mission is to help organizations leverage data, neuroscience, and content to create engaging and effective customer experiences in digital and metaverse environments. He leads the Metaverse Marketing Lab, the AXD Lab, and the Physiology, Emotion and Experience Lab—three innovative research laboratories that explore and analyze the applications and implications of marketing, communication, and the metaverse using experimental and neuroscientific methods. Through these projects, he has managed and supported multiple technology transfer initiatives and advisory activities for public and private sector partners across various industries and countries.