Plenary Speaker
Dr. Hossein Olya, Professor
Chair and Head of Marketing and Cultural Creative Industries, Management School, Sheffield University, UKSpeech Title: Responsible Digital Marketing at the era of AI and Big Data
Abstract: Along with the fast-paced development of digital transformation, organisations are using powerful techniques and popular digital platforms to run campaigns to achieve specific communication objectives. Businesses have been developing AI algorithms to enhance the effectiveness and coverage of the communication with audiences. While companies are investing in further advancement of digital communication strategies, there is a real concern on how vulnerable groups are targeted and exposed to the marketing campaigns. For example, children and people with disabilities with less developed cognitive ability as well as socioeconomically disadvantaged people might be adversely affected by digital campaigns. It is time to develop codes of ethics and practices for developing and utilising AI algorithms in order to enforce responsible communication.
Biography: Professor Olya joined Sheffield University Management School in 2018 and served as Research Development Director of Marketing and CCI group until 2021. Prior to joining Sheffield University Management School, he worked for Oxford Brookes Business School (Oxford, UK) and Sejong University (Seoul, South Korea).
Throughout his career, he has taken an active approach to interdisciplinary and multidisciplinary research to investigate complex social problems with an attempt to develop impactful and innovative conclusions. He is actively leading research projects in the areas of cultural consumptions and sustainable management.
He is currently serving as associate editor of the International Journal of Consumer Studies and was the Service Industries Journal. He has been delivering key notes at many prestigious international conferences and events in the USA, UK, Italy, South Korea, Cyprus, Turkey, Malaysia, Kazakhstan, Mali, among others.