I am a Swedish-Turkish scholar specialising in human–robot interaction, service robots and the impact of AI on consumer behaviour, within the wider digital transformation of markets, organisations and society. 

I hold a tenured position as Docent of Business Administration at Linnaeus University, Sweden, and serve as Network Professor at Sabancı Business School, Turkey. I hold full professor titles in New Media (2017, Turkey) and Marketing (2021, France).

My academic career spans twelve countries through permanent, visiting and external appointments. I am also a co-founder of Robotimist.