Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience consulting, speaking, and writing. At Coastal Carolina University, he teaches advertising, personal selling, and principles of marketing. In class, he pairs core concepts with applied learning to build his students' analytical, creative, and interpersonal skills. His research focuses on AI in marketing, digital engagement, experiential marketing, marketing technology, and sports marketing. He also develops training workshops, consults on communication and curriculum, and has delivered three TEDx Talks. His writing includes Kickstarting Your Marketing, a principles of marketing textbook, and several book chapters on AI, branding, and global sports. Learn more at https://www.matthewagilbert.com.