Ada Scupola is a Professor of Business Studies at the Department of Social Sciences and Business, Roskilde University, Denmark. Her primary research interests lie at the intersection of digitalization and the service sector, including value co-creation, digital transformation, digital innovation, user involvement in innovation, and the adoption and diffusion of digital technologies. Recently, she has been investigating the role of artificial intelligence (AI) in organizations, particularly service organizations. She holds a Ph.D. in Business Administration from Roskilde University, an MBA from the University of Maryland at College Park, USA, and an M.Sc. from the University of Bari, Italy.