Hesam Ghasemi
Assistant Professor, Marketing
hghasemi@wlu.ca
548-889-3894
Waterloo, Ontario
Lazaridis School of Business and Economics
Hesam Ghasemi is an expert in human-AI interactions, language, and the creator economy.
Areas of Expertise
- Artificial Intelligence and Machine Learning
- Generative AI
Biography
I received my PhD in Marketing from ESSEC Business School in France.
My research lies at the intersection of human–AI interaction and language. Specifically, I examine how the linguistic and communication choices of AI agents—such as their use of accents, metaphors, humor, and other language cues—shape users’ perceptions, engagement, and behavior. My interest in how language influences human–AI interactions has naturally led me to investigate language in other digital contexts, including online reviews and the creator economy. More broadly, my research explores how subtle features of communication influence the way people perceive, evaluate, and respond to both artificial and human communicators.
Languages
- English
- Farsi
Publications
- Ghasemi, H., Astvansh, V. & Sepehri, A. How should content creators narrate their content? The impact of emotionality flips on audience engagement. J. of the Acad. Mark. Sci. (2026).
- BUCHANAN, E.M., CUCCOLO, K., HEYMAN, T., VAN BERKEL, N., COLES, N.A., IYER, A. … Ghasemi, H. (2026). Measuring the semantic priming effect across many languages. Nature Human Behaviour, 10, pp. 182-201.