Wahid holds a PhD in Marketing from IIM Indore. His research focuses on consumers’ interactions and experiences with AI and intelligent products and services. His interest in human–AI interactions began during his work at Exide Life Insurance, where he developed the company’s official chatbot for life insurance sales and services. His research has received multiple awards at national and international forums and covered by the media.

With an educational background in IT and marketing, Wahid has worked across marketing, digital marketing, and business development roles in the IT, BFSI, and e-commerce industries. He has experience working on both the brand and agency sides. Drawing on his education, industry experience, and research, he aims to bring strong conceptual foundations, practical insights, and experiential learning into the classroom.

His teaching experience and interests include Consumer Psychology of AI, Service Marketing, Brand Management, and B2B Marketing.

• Assistant Professor, Marketing, Goa Institute of Management, Goa (2026-Present)
• Assistant Professor, Marketing, S. P. Jain Institute of Management & Research, Mumbai (2026)
• Assistant Professor, Marketing, Goa Institute of Management, Goa (2025-2026) 
• Senior Manager, Marketing, Reliance Home Finance, Mumbai (2019)
• Deputy Manager, Marketing, Exide Life Insurance, Bengaluru (2017-19)
• Senior Analyst, Business Development, Cognizant, Chennai (2016-17)
• Business Analyst, Digital Marketing, Merkle Sokrati, Pune (2012-13)
   

Journals

• Khan, Abdul Wahid, and Abhishek Mishra (2024), “AI Credibility and Consumer-AI Experiences: A Conceptual Framework,” Journal of Service Theory and Practice, 34 (1), 66-97.
• Khan, Abdul Wahid, and Jatin Pandey (2023), “Exploring Fire for Financial Independence Retire Early (FIRE): A Netnography Approach,” Journal of Consumer Marketing, 40 (6), 775-784.
• Khan, Abdul Wahid, and Jatin Pandey (2023), "Consumer Psychology for Food Choices: A Systematic Review and Research Directions," European Journal of Marketing, 57 (9), 2353-2381.
• Khan, Abdul Wahid, and Jatin Pandey (2022), "Dark Side Consequences of Cyberchondria: An Empirical Investigation," Aslib Journal of Information Management, 74 (5), 801-817.

Book review 

• Khan, Abdul Wahid, and Nikita Kataria (2021), “Marketing 5.0: Technology for Humanity,” Journal of Macromarketing, 41 (1), 699-701.

Selected presentations

• Khan, Abdul Wahid, Abhishek Mishra, and Linnea M. Chapman (2024) “The AI is mine? Developing a conceptual framework of psychological ownership of AI” presented at the AMA Winter Conference in St. Pete Beach, Florida, USA.
• Khan, Abdul Wahid, and Abhishek Mishra (2024) “Do I believe in AI? Developing a conceptual framework of AI credibility” presented at the AMA Winter Conference in St. Pete Beach, Florida, USA.
• Khan, Abdul Wahid, and Abhishek Mishra (2023) “Do I believe in AI? Developing a conceptual framework of AI credibility” presented at the 17th Great Lakes NASMEI Marketing Conference in Chennai, India.
• Khan, Abdul Wahid, and Abhishek Mishra (2023) “Making AI credible for better consumer-AI experiences” presented at the AMA Summer Conference (Virtual).
• Khan, Abdul Wahid, and Abhishek Mishra (2022) “Making AI credible for better consumer-AI experiences” presented at the ANZMAC Conference (Virtual).
• Khan, Abdul Wahid, and Amit Kumar (2019) “What customers look for while using chatbot?” presented at the IIM Indore - NASMEI Summer Marketing Information Systems Conference in Indore, India.
• Khan, Abdul Wahid, and Amit Kumar (2019) “Factors affecting customer satisfaction while using chatbot” presented at the Emerging Markets Conference Board (EMCB) Conference in IMT Ghaziabad, India. Received the “Best Paper Award”. 

• Sheth Travel Grant for attending the 2024 AMA Winter Academic Conference, Sheth Foundation (2024)
• AMS Review & Sheth Foundation Doctoral Competition for Conceptual Articles Winner (DoCCA), Academy of Marketing Science and the Sheth Foundation (2023)
• AMS Conference Doctoral Consortium Fellow, Academy of Marketing Science (2023)
• Best Paper Award, Emerging Markets Conference Board (EMCB) Conference (2019)  
   

• Research on Financial Independence, Retire Early (FIRE) covered by The Free Press Journal, English (2024) – print and digital
• Research on psychology of healthy food choices covered by the Patrika, Hindi (2023) – print, digital, and social media, and The Free Press Journal, English (2023) – print and digital
• Research on excessive online health search behaviour (i.e., Cyberchondria) included in the WHO COVID-19 Research Database by the World Health Organization (2023)