Professor of Marketing · University of Toledo
Researching how humans build relationships with artificial intelligence
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Publications
Dual
Fulbright Scholar
Author of the first systematic review of consumer-machine relationships
Dr. Iryna Pentina is a Professor of Marketing at the University of Toledo and a leading researcher on consumer-machine relationships. With over 6,300 citations across 55+ peer-reviewed publications in Psychology & Marketing, Journal of Advertising, Journal of Retailing, and Computers in Human Behavior, her 2023 systematic literature review — the first focused specifically on consumer-machine relationships — mapped the landscape of how consumers form emotional bonds with artificial intelligence. A dual Fulbright Scholar whose two decades studying digital trust, social media relationships, and cross-cultural consumer behavior uniquely prepared her to ask the right questions when AI agents emerged.
Research Areas
Six interconnected research streams spanning two decades of inquiry into how technology transforms consumer behavior.
Recent Publications
Selected recent work from a portfolio of 55+ peer-reviewed journal articles, book chapters, and conference papers.
Research Impact
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Altmetric Score
Replika paper — top 1% of all tracked research
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News Mentions
Media coverage across major outlets
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Sustained research impact across disciplines
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Countries
US, Ukraine, France, China
Get in Touch
Interested in research collaboration, doctoral supervision, or expert commentary? Reach out.