Nisreen is a Senior Lecturer (Associate Professor) in Digital Marketing at Royal Holloway, University of London and Director of the Digital Organisation and Society research centre . 

My research examines digital marketing, responsible AI, and inclusion. I investigate how AI reshapes organisational strategy, consumer behaviour, workforce capability, and policy design, with a focus on inclusion, ethical governance, and sector-level adoption. This interdisciplinary agenda generates frameworks that guide employers and government bodies on responsible AI capability-building and digital innovation. My work has informed national approaches to AI readiness through collaborations with Skills England, Department for Education (DfE), Department for Work and Pensions (DWP), Department for Science, Innovation and Technology (DSIT), the British Academy, and global companies. These partnerships translate research insights into policy and upskilling tools, organisational models, and evidence-led interventions with measurable societal benefit. I am also an international speaker and have delivered over 50 invited talks and keynote presentations to academic, industry, and policy audiences on topics including artificial intelligence, digital transformation, and responsible innovation.

An overview of research and innovation in artificial intelligence and digital transformation at Royal Holloway, University of London, including my work on responsible AI, digital inclusion, and AI skills, can be viewed here: https://www.youtube.com/watch?v=Hntgp5zQXrg

I am Conference Chair for the 40th British Academy of Management (BAM) Annual Conference with over 1,700 submissions from 73 countries, hosted at Royal Holloway, University of London in September 2026, bringing together international scholars and practitioners to explore themes of impact, innovation, and inclusive organisational transformation. A short introduction to the conference can be viewed here: https://www.youtube.com/watch?v=X5dj_K33jRc 

I teach across undergraduate, postgraduate, doctoral and executive education programmes in digital marketing, artificial intelligence, and digital transformation. My current teaching includes Search and Metrics (PG), Digital Marketing Consultancy (PG), AI in Practice (PG), Marketing Consultancy in the Digital Era (UG), and Quantitative Research Methods for Doctoral Students (PG).

My teaching integrates industry engagement, AI applications, and consultancy-based learning to equip students with practical digital, analytical, and strategic skills required in contemporary organisations. Several modules incorporate live industry projects, practitioner engagement, and applied analytical tasks designed to strengthen students’ employability and professional capabilities.

I previously served as Director of the MSc Digital Marketing programme. Alongside degree teaching, I designed and lead Royal Holloway Business School’s executive education programme Leadership in the Age of AI, delivering experiential masterclasses for senior managers and executives. This programme includes bespoke executive education delivered for global organisations, including Amazon, focusing on responsible AI leadership, digital strategy, and organisational transformation.

My teaching practice is informed by my research on AI, digital transformation, and responsible innovation, enabling students and executive learners to engage with cutting-edge developments shaping organisations, policy, and society.