An inaugural lecture is a formal lecture given by a newly appointed professor or teaching professor to mark their official start in the role. It is an opportunity to present their research and academic journey to colleagues, students, and the public.

About Professor Matilda Dorotic

Matilda Dorotic is a Professor in the Department of Marketing at BI Norwegian Business School. Her research focuses on analyzing the impact of marketing instruments on business performance, consumer responses, and the societal implications of AI technology. She has published in top-level academic journals, serves on several editorial boards, and has received awards and research funding from national and international institutions. Working with intergovernmental institutions, industry partners, and interdisciplinary research teams, she investigates the impact of AI on individuals, firms, and society, with a particular focus on how responsible AI can be implemented in high-risk settings such as law enforcement, public security, and healthcare.