Nikitha K is a PhD Scholar specializing in data science, artificial intelligence, and management. Research focuses on emerging areas such as the Internet of Behaviour (IoB), AI-driven personalization, and consumer behavior analytics. Has experience applying machine learning, deep learning, and Structural Equation Modeling (SEM) in empirical research. He develops educational content and training in Python, data science, and analytics. Also explores AI applications in digital marketing, fintech, and rural entrepreneurship. His goal is to leverage AI and behavioral data to improve decision-making and organizational performance.