Adam Smith Business School

Technology and Society

 

At the Adam Smith Business School, researchers are looking closely at how technology is shaping the way we live, work, and interact. Whether it’s exploring the rise of AI, the power of digital platforms, or the challenges around data and fairness, their work digs into some of the biggest questions facing society today. From fintech and digital start-ups to online work and algorithmic decision-making, this research brings together insights from across disciplines and often feeds into real-world debates and policy. It’s all about understanding digital change and making sure it works for people.

A laptop with a hologram of a Artificial Intelligence icon
A laptop with a hologram of a Artificial Intelligence icon

AI & Customer Engagement: Understanding How We Talk to Machines

Thu, 27 Feb 2025 10:35:00 GMT

Generative AI is transforming the way we interact with technology. Dr Jaylan Azer’s research uncovers four styles of engagement and why they matter for business success.

A human and robot hand touching index fingers
A human and robot hand touching index fingers

AI for Financial Technology

Tue, 18 Nov 2025 12:51:59 GMT

Professor Bowei Chen’s AI for Financial Technology project brings together university researchers and fintech companies to utilise artificial intelligence on large sets of market data, helping to identify risk in option prices and design simple funds that closely track major stock indices.

A young person holding a smart phone and symbols of insults and bullying
A young person holding a smart phone and symbols of insults and bullying

Corporate Accountability, Social Media Aggression and Stakeholder Well-being

Tue, 20 Jan 2026 16:19:47 GMT

Jan Breitsohl’s research examines harmful online communication and social media aggression in online brand communities, where identity investment and materialistic goals can drive consumers to bully others. He analyses hostile interactions in corporate-affiliated communities, where a small minority of comments become aggressive but often remain unaddressed, undermining trust, belonging and digital wellbeing.

Robot hands in a manufacture line
Robot hands in a manufacture line

Circular Technologies Enabled Responsible Consumption and Sustainable Supply Chain Management (SCM) Project

Tue, 20 May 2025 13:22:00 BST

The use of circular technologies to reshape sustainable supply chains and consumption habits.

Hand holding a smart phone and reacting with emoticons
Hand holding a smart phone and reacting with emoticons

Deceptive Entrepreneurship in Digital Spaces

Tue, 20 Jan 2026 14:20:00 GMT

This project investigates how entrepreneurs use digital platforms to construct deceptive narratives, uncovering the tactics they deploy and how audiences respond. The research aims to shape policy, protect consumers, and foster more transparent digital entrepreneurship.

Different photos from holidays in Tunisia
Different photos from holidays in Tunisia

Digital Tourism in the Outer Hebrides: Strengthening Hospitality Through Digital Engagement

Wed, 20 Aug 2025 17:12:50 BST

Dr Jaylan Azer’s award-winning collaboration with the Outer Hebrides Tourism Community is helping local food and tourism businesses thrive online through place branding, digital platforms, and storytelling, showing how research can drive rural innovation and digital inclusion.

Hands holding coins and plants
Hands holding coins and plants

Focused Research Organisations: Building a Resilient, Mission-Driven R&D Ecosystem

Fri, 12 Dec 2025 18:58:00 GMT

Could novel research organisations help the UK deliver more ambitious science? A new research project led by Gemma Milne is exploring whether a new kind of research institution, the Focused Research Organisation (FRO), could strengthen the UK’s capacity for mission-driven innovation. In partnership with Convergent UK, the project aims to provide evidence and insights to inform future R&D policy and funding strategies.

A group of point in the shape of the earth with pictures of people and technology
A group of point in the shape of the earth with pictures of people and technology

Strengthening entrepreneurship and innovation in the Global South

Wed, 01 Oct 2025 18:06:00 BST

Professor Sreevas Sahasranamam is leading research to build inclusive entrepreneurship ecosystems across India and the wider Global South.

A map of the world with connecting lines between countries
A map of the world with connecting lines between countries

Techno-geopolitical Uncertainty and Chinese Technology Companies in the UK

Fri, 12 Dec 2025 18:40:38 GMT

How does global tension shape business strategy? This project explores how Chinese technology firms navigate rising political and technological risks when operating in the UK.

A hand ringing the bell at a hotel reception
A hand ringing the bell at a hotel reception

Transforming Hospitality with AI: Insights for a Smarter Future

Tue, 18 Nov 2025 16:55:00 GMT

Professor Bowei Chen’s research uses AI and natural language processing to transform hospitality and tourism. By turning customer reviews and operational data into actionable insights, his team helps businesses optimise revenue, improve guest experiences, and make smarter decisions in an increasingly data-driven world.

Dices with Social media companies' logos over a blue background
Dices with Social media companies' logos over a blue background

Visual content on social media

Mon, 01 Sep 2025 16:41:34 BST

New research by Dr Jaylan Azer and colleagues is the first to show how people use pictures rather than words to engage with brands on social media, identifying four distinct image-based behaviours that shape purchase decisions, brand perceptions and imitation.