Iis Tussyadiah is Professor of Intelligent Systems in Service, Dean of Surrey Business School, and Fellow of the Surrey Institute for People-Centred AI at University of Surrey.  Iis is an advocate of utilising technology to forge new pathways to a better future. She conducts research on digital transformation in the services sector, particularly the travel and tourism industry. Her major work has influenced international and national policies on climate change mitigation, data privacy, the role of AI in the European Green Deal, global benchmarks for tourism development, and digital employment. Iis served as Vice President (2014-2017) and President (2018-2020) of the International Federation for Information Technologies and Travel & Tourism (IFITT).