Our Distinguished Faculty at Birla Institute of Management Technology
Shaista Anayat
Assistant Professor
Biosketch
Dr. Shaista Anayat is a marketing scholar, researcher, and academician specializing in Human–AI Interaction. She holds Ph.D. in Marketing from the Central University of Jammu and completed her Postdoctoral Research at the IIM Amritsar in Marketing & Communications Area. Her research focuses on the intersection of artificial intelligence, consumer behavior, and digital marketing, with particular interest in how AI technologies influence human decision-making, trust, and user experiences.
In addition to her research pursuits, Dr. Anayat is actively engaged in teaching and mentoring students, fostering critical thinking and research skills in the areas of marketing, consumer behavior, digital transformation, and emerging technologies. Through her academic and research contributions, she aims to advance understanding of the opportunities and challenges arising from the growing integration of AI into business and society.
Journal Publications Under Review: Positive Review Writing and User Cognitive dissonance: The Effort Justification Paradigm (Anayat, S. & Ajitha, A.A.)
Work in Progress: The Global Voice Revolution: Analyzing the Adoption of AI-Assistants in Diverse Global Economies (Anayat,S.)
Work in Progress: Exploring Anthropomorphism in Artificial Intelligence Systems through the lens of Uncanny Valley Effect (Anayat,S., & Kaushik,A)
Work in Progress: Bibliomeric Exploration into Anthropomorphism in Artificial Intelligence: A decade of Anthropomorphic AI. (Anayat,S., & Kaushik,A., International Journal of Consumer Studies-ABDC
Books, Chapters and Technical Reports
Anayat,S. (2025). Artificial Intelligence in Human Resource Management Through a Bibliometric Lens: Exploring the Evolution, Structure, and Future Avenues of the Field. Strengthening Human Relations in Organizations With AI, IGI Global. https://doi/org/10.4018/979-8-3693-6507-6.ch007 (Scopus indexed)
Anayat, S. (2024). Hospitality in 3D in times of web 3.0: An exploration towards the metaverse and its impact on customer experience. A Research Agenda For Tourism, Hospitality And The Metaverse, 71–84. https://doi.org/10.4337/9781035328222.00010 (Scopus Indexed)
Anayat, S. (2023). Human Resources Management After Industry 4.0: Blending AI and HRM. Strategic Human Resource Management in the Hospitality Industry: A Digitalized Economic Paradigm, IGI Global. https://doi.org/10.4018/978-1-6684-7494-5.ch005 (Scopus Indexed)
Editorial Positions and Reviews
Journal of Marketing Theory & Practice
International Journal of Consumer Studies
Behavior & Information Technology
Vikalpa
IGI Global
Conference, Seminar Paper and Presentations
Anayat, S.(2026). Understanding AI Adoption Through Behavioral Reasoning Theory: Cross-National Survey of Developed and Developing Countries. UTKARSH 2026, St. Joseph Institute of Management, Bangalore.
Anayat, S. & Kaushik,A. (2026). Anthropomorphism Invoking the User Resistance towards AI-Systems: An Uncanny Valley Perspective. ICMM 2026, IIM Amritsar.
Anayat, S. & Ajitha, A.A. (2025). Using Positive eWOM Writing as a Mechanism to Alleviate Cognitive Dissonance: The Effort Justification Paradigm. EMAC Fall 2025, Bilgi University Istanbul.
Anayat, S. & Ajitha, A.A. (2025). Using Positive eWOM Writing as a Mechanism to Alleviate Cognitive Dissonance: The Effort Justification Paradigm. 12th AIM-AMA Sheth Foundation Doctoral Consortium. MDI Gurgaon.
Anayat,S., & Kaushik,A. (2025). Role of Anthropomorphism in User Decision-making: Delegation to AI-agents. 22nd AIMS International Conference on Management. IIM Khozhikhode.
Anayat,S., & Kaushik,A. (2025). Role of Anthropomorphism in User Decision-making: Delegation to AI-agents. ICMM 2025. IIM Amritsar.
Anayat,S. (2023). Hey Alexa! Buy me a pizza: Impact of anthropomorphised voice assistants on consumer decision making. 3rd International Conference on Contemporary Business Trends. NIT Srinagar.
Anayat.S., & Rasool.G.,(2023). Consumer adoption of artificial intelligence technology based products: A study of Indian and US markets. ICODO, IIM Ahmedabad.
Anayat.S., & Rasool.G.,(2022). Unravelling consumer attitude formation through eWOM: A mixed method approach for consumer behavior towards anthropomorphic AI-based products. ICODO Doctoral Workshop, IIM Ahmedabad.
Anayat.S.,(2022). Artificial Intelligence in Human Resource Management: A Bibliographic Perspective. ICODO Doctoral Workshop, IIM Ahmedabad.
Anayat.S., & Rasool.G.,(2022). AI-based Voice assistants and Consumer Adoption Behaviour: A Behavioural Reasoning Theory Perspective. Conference on Excellence in Research and Education, IIM Indore.
Anayat.S., & Rasool.G.,(2022). Artificial Intelligence- Marketing Research Trends and a Path Forward. 2nd International Conference on Contemporary Business Trends, NIT Srinagar.
Anayat.S., (2022). Impact of Artificial Intelligence on Consumer Behavior: A Paradigm Shift in Applied Social Sciences. 21st Science Council of Asia Conference. ICSSR New Delhi.
Anayat.S., (2021). The New AIHR- Blending Artificial Intelligence and Human Resource Management. Strategic Management Forum Annual Conference 2021, IIM Nagpur.
Magazine and Newspaper Articles
This Kashmiri Researcher is Making AI More Human covered by Kashmir Observer
MDP Sessions, Workshops and Technical Lectures Conducted
3 Days workshop on SMARTPLS-(SEM) (12-14 September 2022- Central University of Jammu)
Days Workshop on Structural Equation Modelling (SEM) using SmartPLS4(29 -31 October 2022- Inspire Softech Solutions)
7 days National Level Online Faculty Development Program on Essentials of Data Science & PLS-SEM using SmartPLS4 (30 January-5 February 2023- Inspire Softech Solutions)
Data Analysis with SPSS and SMARTPLS4 (1 March 2023- S.I.V.E.T College Chennai)
Research Papers and Working Papers
Anayat, S., & Kaushik, A. (2025). To augment or to automate: Impact of anthropomorphism on users’ choice of decision delegation to AI-powered agents. Behaviour & Information Technology, 44(20), 4887–4905. https://doi.org/10.1080/0144929x.2025.2497441 (ABDC-A)
Anayat, S., Rasool, G., & Pathania, A. (2023). Examining the context‐specific reasons and adoption of artificial intelligence‐based voice assistants: A behavioural reasoning theory approach. International Journal of Consumer Studies, 47(5), 1885–1910. https://doi.org/10.1111/ijcs.12963 (ABDC-A)
Anayat, S., & Rasool, G. (2022). Artificial Intelligence Marketing (AIM): Connecting-the-dots using bibliometrics. Journal of Marketing Theory and Practice, 32(1), 114–135. https://doi.org/10.1080/10696679.2022.2103435 (ABDC-B)
Academic Positions and Assignments
Coordinator Research Seminaor Committee, IIM Amritsar( January 2025-June 2026)
