Dr Tracy Harwood is Professor of Digital Culture at the Institute of Creative Technologies, De Montfort University.  She has a management background in practice, with a PhD in negotiation behaviour, and is also director of the university’s Usability Lab (see www.dmu.ac.uk/usabilitylab). She is director of the award-winning Art AI Festival (see art-ai.dmu.ac.uk). She is a Higher Education Academy National Teacher Fellow and has held positions as a member of the East Midlands regional board of the Chartered Institute of Marketing and a chief examiner for the Chartered Institute of Purchasing and Supply in the past.

Tracy’s research has been funded by the Arts and Humanities Research Council, InnovateUK and InternetNZ. Her work is transdisciplinary, crossing computer science, arts, design, health and marketing disciplines. Current projects relate to the application of emerging technologies to business and consumer contexts, including AI, Internet of Things, VR and AR. She has published in leading marketing and digital creativity journals, including Journal of Services Management, Journal of Service Marketing, Journal of Service Theory and Practice, Journal of Consumer Behaviour, Leonardo, Digital Creativity and Journal of Visual Culture. She is Area Editor for the European Innovation Alliance's Endorsed Transactions on Creative Technologies and a Programme Committee Member of the IEEE International Conference on Creative Lifestyle Computing.

Having recently completed an InnovateUK funded Knowledge Transfer Partnership project with Serendipity, Tracy is looking forward to continuing the relationship with us and brings knowledge and expertise in supporting the development of our future digital business and commercial strategies.