Amira Yehia

My professional career has developed at the intersection of strategic leadership in marketing and digital transformation. Working across blue-chip FMCG, public sector organisations, and growing B2B businesses has given me extensive experience in designing and delivering communication and marketing systems that are both strategically rigorous and commercially accountable.

In recent years, my work has increasingly centred on AI and its role in transforming how small and medium-sized enterprises develop internal capabilities and optimise output. Through Omnai Marketing, I support businesses to audit, develop and embed AI into their marketing and core related functions. AI that is tailor-made to their requirements.

My experiences have shaped my academic interests and motivated my application to the PhD programme at Kingston University exploring how generative AI reconfigures organisational routines, substitutes for traditional capability development pathways, and reshapes SME competitiveness.

My research aims to contribute theoretically grounded, empirically informed insights into AI-enabled organisational transformation. I intend to produce work that is relevant to scholars, policymakers, and practitioners, while maintaining strong methodological rigour.