---
id: "entity-jafar-sabbah"
type: "entity"
entityType: "person"
canonicalName: "Jafar Sabbah"
aliases: []
source_timestamps: ["Byline", "Author Bio"]
tags: ["author", "researcher"]
related: ["entity-oguz-a-acar", "framework-ai-commerce-adaptation"]
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 6 — a006

# Jafar Sabbah

**Profile:** Lecturer in technology and innovation at **Bayes Business School, City St George's, University of London**. Likely canonical reference: the City, University of London / Bayes Business School faculty profile.

**Role in this source:** Co-author of the HBR research "Research: Traditional Marketing Doesn't Work on AI Shopping Agents" (May 2026), alongside [[entity-oguz-a-acar|Oguz A. Acar]]. As co-author he is a source voice behind every finding, framework, and quotation in this vault.

**Attributed contributions (as co-author, jointly with [[entity-oguz-a-acar]]):**
- Thesis and empirical findings: [[claim-traditional-marketing-fails]], [[claim-ratings-and-price-are-universal]], [[claim-executives-have-false-confidence]], [[claim-fixed-strategies-expire]]
- The prescriptive [[framework-ai-commerce-adaptation|AI-Centric E-Commerce Adaptation Strategy]]
- Key articulations: [[quote-agents-not-human]], [[quote-hypotheses-to-test]], [[quote-persuasion-penalty]], [[quote-agent-mandate]], [[quote-dial-it-back]]

**Related:** [[entity-oguz-a-acar]] · [[framework-ai-commerce-adaptation]]