Dr Shahper Richter is a Senior Lecturer in Marketing at the University of Auckland Business School (New Zealand). Her research explores how technological evolution affects different segments of society and gives rise to interdisciplinary questions spanning Information Systems, and Marketing. Grounded in a socio-technical perspective, she examines both the technical mechanisms of technology and the social and cultural factors that shape its development, use, and impact. By analysing technology-society interactions, she identifies ways to design and implement technologies that are more responsive to human needs and values. Positioned at the interface of Marketing and Information Systems, she is especially interested in the relationship between emerging technological innovations and digital marketing. Her current research focuses on how virtual worlds (the metaverse) and (GenAI) influence current and future work practices and, crucially, how organisations can leverage them to create more engaging, practical, and innovative strategies.