A Scotland-based economist and author is about to publish a book on how businesses can use artificial intelligence in marketing without losing human judgement. Dr Gaetano Lo Presti’s Artificial Intelligence in Contemporary Marketing is due to be published worldwide by AcademicBooks on 22 October 2026, according to a press release supplied to Daily Alba.
What the book covers
The book looks at how machine learning, generative AI, predictive analytics and natural language processing are being used in marketing. Topics include consumer research, personalisation, customer experience and decisions about campaigns.
It also covers the risks that come with these tools, including privacy, bias, transparency, intellectual property and accountability. These questions are increasingly important for organisations using automated systems with customer data.
The central argument
Lo Presti argues that simply having access to AI does not give a business a strategy. His core principle is that AI should strengthen human intelligence and decision-making, not replace it.
About the author
Lo Presti was born in Messina, Sicily, and now lives in North Lanarkshire. According to the release, he founded the Lo Presti Institute of Education, Research, Technology and Innovation, described as a registered Scottish charity. He also runs a business and marketing consultancy with its main office in Glasgow.
Earlier work
The new book follows Contemporary Marketing: AI, Data Analysis, Neuroscience. The release describes that title as an Amazon UK bestseller. Daily Alba has not independently verified its sales ranking.
