Current research projects

I thought I would share an overview of the projects that I am working on. In some, I play a minor role; in others, a leading one. But, for all of them, I would be delighted to hear from others interested in the field, particularly regarding funding opportunities and access to data.

All the projects are somehow related to the adoption and use of digital technologies, and they look at some dark aspect or problematic side of technology use. 

The first set of projects is specifically focused on Artificial Intelligence.

A1. Consumer responses to AI failures

The implementation of AI technology in the service frontline offers the potential for enhanced efficiency. Yet, failures are still common. For, instance, AI-enabled recommendations in physical stores may seem crude, compared to the online experience; and chatbots make mistakes.

This project explores users’ attribution of blame for service failures when interacting with AI, and how these are influenced by factors such as type of failure or type of device. The findings have implications for service recovery strategies.

A2. Implementing ethical and fair AI solutions

With the increasing popularisation of AI-based solutions such as ChatGPT or recommendation system, there is also an increasing awareness of the problems created by these technologies in terms of user privacy, biased decision making and equity of access, or business’s information integrity and long-term dependency on third party suppliers. 

This project explores users’ risky behaviours (e.g., using ChatGPT to accomplish tasks against organisation’s usage policy), as well as organisations’ compliance with ethical principles in the use of AI technology. The findings support organisations in identifying and addressing the ethical risks presented by the adoption of AI tools, including managing the risk arising from users failing to comply with internal AI policies.

A3. Impact on users of the adoption of AI systems for problem diagnosis and targeted intervention

AI technology can analyse data quickly and deliver targeted, cost-effective interventions, that support the unique needs of each individual – from information that helps patients manage chronic, debilitating conditions, to guidance that supports the learning journey of vulnerable youngsters. Though, they can also be a source of anxiety and confusion, or even spread misinformation.

This project assesses how AI-based, personalised, advice solutions may support vs hinder users’ mental and physical wellbeing. The findings are important for the users’ themselves, public health and policy.

The second set of projects is focused on digital applications and digital data.

B1. Digital platforms as sources of behavioural insight

Decision-makers need access to high-quality information for strategy formulation. Digital platforms (e.g., metaverse realms) have the potential to support strategic decision making because their users generate data traces which can become a knowledge asset. However, they can also produce biased datasets that lead to flawed strategic decision-making, and may even undermine diversity, equity and inclusion (DEI) efforts.

This project examines how the characteristics of digital platforms and user behaviour shape the datasets that may be generated, and their value for strategic decision-making. The findings support high-quality, strategic decision making, and flag DEI risks of different datasets.

B2. The role of consumers in driving digital transformation

Business models based on product acquisition incentivise manufacturers to produce and sell more goods, which depletes the planet’s natural resources and creates waste. In contrast, in Everything as a Service (XaaS) models of consumption, value is generating by using a product rather than buying it. 

This project aims to accelerate the transition to XaaS business models by identifying the customer-based factors that support that transition. The findings will reduce the risks for manufacturers transitioning to an XaaS model, and identify how the internet of things, big data, digital manufacturing and other technolies can benefit customers, manufacturers and the planet.

B3. The potential of apps and gamification techniques to promote civic engagement

Solving societal problems such as food waste or gender discrimination requires changing human behaviour, through dissemination of knowledge, development of skills and motivation to engage in the desired behaviours. 

This project investigates the potential of using imagery, anthropomorphised apps, and nudging to promote civic behaviours such as household recycling or equal gender opportunities. The findings promote civic engagement and the use of technology to address societal challenges.

That’s it. Do get in touch, if you are interested in any of these projects.