Tuba Bakici, Ph.D., is an Associate Professor of Information Systems at EDHEC Business School. Dr. Bakici's research focuses on human-computer interaction, technology innovation, and sustainable IT. Recently, she has concentrated on sustainable digital consumption and human-AI interaction, building on her work in Agence Nationale de la Recherche (ANR)-funded research projects. Over the past 15 years, she has contributed to numerous regional, French (ANR), and European Commission-funded projects centered on these subjects, and her research was authored or coauthored in a wide range of peer-reviewed journals