Tracy Harwood is Professor of Digital Culture, Deputy Head of the Institute of Creative Technologies and Director of the Usability Lab at De Montfort University, Leicester, UK. She has worked on the public, social and business impacts on emerging technologies and has published in leading journals on impacts of the Internet of Things, gamification, artificial intelligence and social media, among other technological advancements.  She is an advocate, through publication and practice-based research, for creative technologies practices, including augmented and virtual reality content making.  As director of the Art AI Festival, which takes place annually across the City of Leicester, she won the Leicestershire Live award for Innovation in the Creative Sector in 2019.  She is a Fellow of the Royal Society of Arts, Fellow of the National Conference of University Professors and a Higher Education Academy National Teacher Fellow.  Her current research focusses on human behavior evaluation and interaction between people and technologies in a range of social and cultural contexts.