José Paulo Marques dos Santos completed his Ph.D. in Management on March 29, 2011, at the Technical University of Lisbon, Portugal, with the thesis “Neuroscience in Marketing: An fMRI-based Perspective on Brands”. He earned his bachelor’s degree in Chemical Engineering in 1989 from the University of Coimbra, Portugal. He completed his DEA in Marketing and Market Research on July 7, 2006, at the University of A Coruña, Spain. José Paulo has held several academic and research positions. He is a Vice-Rector at the University of Maia, Portugal, where he is also the Director of the Pedagogic Innovation Office. He is an Associate Professor at the Department of Business Administration. He is a Visiting Researcher at the Experimental Biology Unit, Faculty of Medicine, University of Porto, Integrated Researcher at the University of Porto's LIACC, Laboratory for Artificial Intelligence and Computer Science, and at the LASI, Associated Laboratory for Intelligent Systems. He is also a Collaborative Researcher at the University of Beira Interior's NECE, Research Center for Business Sciences. His academic contributions include publishing 11 journal articles, authorship of 13 book sections, and four books, including Frontiers in Neuroscience, Journal of Brand Management, Journal of Product and Brand Management, Lecture Notes in Computer Science, SAGE Open, Frontiers in Human Neuroscience, Frontiers in Psychology, IEEE Access, and Machine Learning & Knowledge Extraction. He is a member of the Editorial Board of SAGE Open. He has organized 11 events, including the International Conference MarkTech – Marketing and Technologies, IC MarkTech, of which he was one of its creators, going to the seventh edition in 2025. He hosted the DeepLearn summer school in 2024 and again in 2025, and will host the 2026 CESArtIn (Cognitive, Ethics and Society Dimensions of Artificial Intelligence) winter school in January 2026. José has supervised one PhD thesis and is supervising three, supervised 17 master’s dissertations and is supervising one. He has received four awards/honors for his work in academic conferences. In research projects with competing contracts, José Paulo has served as the Principal Investigator in two, as Co-PI in one, and a Researcher in five, one in Brazil. He is the coordinator at the University of Maia of the Center of Pedagogical Excellence and Innovation “Pedagogia XXI”, a funded program of the Government of Portugal with 1,192,857.14 €. His research interests cover fMRI, EEG, tDCS, decision-making in neurosciences, machine learning and explainable artificial intelligence in artificial intelligence, consumer behavior and branding in marketing, and active learning and educator’s digital competencies in pedagogy. José has worked with 116 collaborators on co-authoring scientific papers throughout his career. His research themes in the last five years include neuromarketing, connectome and functional connectivity, brand community, search engine optimization, explainable artificial intelligence, and emergency remote teaching.