The lecture was delivered by Prof. Jagdip Singh, an internationally recognized expert and Professor of Marketing at Case Western Reserve University in Cleveland, Ohio. His research focuses on understanding relationships between organizations, employees, and customers, as well as the application of emerging technologies in business environments.
During the lecture, Prof. Singh presented the concept of Human Digital Twins—virtual representations of employees based on artificial intelligence and the digital traces individuals leave in their work processes. Special emphasis was placed on the application of this technology in B2B sales contexts and the organizational questions it raises.
Participants had the opportunity to learn about the differences between digital twins of physical systems and human digital twins, as well as the challenges arising from their implementation. The discussion addressed issues of trust, privacy, distribution of responsibility, and decision-making in organizations increasingly relying on AI-based tools.
Drawing on research conducted with technology providers and sales practitioners, Prof. Singh highlighted the limitations, tensions, and potential risks that human digital twins may introduce into business processes. At the same time, he presented guidelines for the development of responsible and sustainable AI adoption aimed at enabling more effective collaboration between humans and technology.
The lecture brought together faculty members, researchers, and students interested in artificial intelligence, digital transformation, and the future of work, once again confirming the importance of an interdisciplinary approach to understanding the impact of emerging technologies on organizations and society.
We thank Prof. Jagdip Singh for his visit and for sharing valuable insights with the FOI community!
