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Dr Natalia Efremova is Research Fellow in Marketing and Reputation at the Saïd Business School.

Areas of interest

Machine learning and biometrics to address longstanding marketing problems and transform the consumer experience. 

What makes Oxford such a good place to work in AI?

There are a lot of smart people interested in AI here: amazing professors and people who are willing to collaborate across departments, which is quite rare in academia. 

What is the biggest opportunity or challenge in AI?

AI can do a lot of interesting, impressive things and can change the world for the better if used effectively.

I am personally most excited about how it can help the fight against climate change because it is so, so important. People don’t want to hear this, but they need to. The trends are really scary and we need to start working on how we will live on this planet when things change and the temperature rises, because it is going to happen, and soon.

On the downside, privacy and third-party data selling is a massive problem that is hard to control. Younger people especially share their data so freely, they don’t realise the implications.

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