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. 

Research interests

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.