Hector Gonzalez Jimenez is Professor in Marketing at ESCP Business School in Madrid and Co-director of the ESCPTech Institute. Hector has lived, worked and studied in countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the years his professional portfolio has grown in various roles in marketing, education and corporate strategy, working on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford. He received his PhD in Marketing from the Bradford University School of Management. Hector is interested in interdisciplinary research with a particular focus on phenomena addressing human-robot/AI interactions and more recently his work examines the interplay of AI and sustainability.