Dr. Vitor Lima is an Associate Professor of Marketing at ESCP Business School. His research explores how AI, robots, and human enhancement technologies reshape selfhood, consumer identity, relationships, and well-being. His publications include work in the Journal of the Academy of Marketing Science and the Journal of Consumer Psychology.

He co-founded digital marketing agencies, serving clients including Coca-Cola, L’Oréal, GSK, LafargeHolcim, and other global brands. His distinctions include the ACR Best Working Paper Award, a Journal of Services Marketing Highly Commended Paper Award, and finalist recognition at the 2025 QS Reimagine Education Awards. He frequently collaborates with media outlets, including the BBC and Les Echos.

He holds a PhD in Business Administration (Marketing) from IAG/PUC-Rio and completed a postdoctoral fellowship at the Schulich School of Business, York University.