I wish to inspire students and connect with industry stakeholders and academics, to discuss topics related to AI, creativity, marketing and consumer behaviour. I believe academics should develop content, which is accessible and inspiring, and that can be reached outside university environments.

AI is reshaping how creative content gets made faster than most institutions can study it, let alone teach it. I research this space so students and creators have evidence-based answers instead of hype or fear when deciding how to work with these tools.

I love sports and music, an have always attended football games, races and concerts.  To live and witness the emotions envolved is incredible. So measuring emotions, attitudes, and behaviors is fascinating. And also because there is normally a huge gap between what we assume about fans and what the data actually shows is where real value gets lost.

Most academic knowledge never leaves the classroom or the journal it was published in, which means the people who'd benefit most from it never see it. I create content so consumer psychology, AI, and research methods are explained the way I wish someone had explained them to me.