Ada is professor (mso) in Business Studies at the Department of Social Sciences and Business, Roskilde University, Denmark. Her recent research investigates the adoption of AI in services, service digitalization, value creation with digitalization and digital transformation. She is the co-editor (together with Sundbo, J., Fuglsang, L., Henten, A.) of the forthcoming Handbook of Artificial Intelligence in Services, published by Edward Elgar in 2023.

Over the years she has participated to a number of Danish and Horizon 2020 European projects focusing on solving important societal problems concerning digitalization, digital transformation and value creation in services. She has been visiting scholar in several universities including University of Texas at Austin, USA, University of Michigan, USA, Queensland University of Technology, Australia and University of Maryland at College Park, USA.

She holds a Ph.D in social science from Roskilde University, an MBA from the University of Maryland at College Park, USA and a M.Sc. from the University of Bari, Italy.