Dr Ahmed ELKattan

Lecturer (Assistant Professor) in Business Analytics | Deputy Programme Director, MSc Business Analytics
FHEA, PhD (Distinction), MSc (Hons), BSc, HCIA–AI

About me

Ahmed Gamal Elkattan is a Lecturer in Business Analytics at the Operations and Analytics Group, University of Exeter Business School, and Deputy Programme Director for the MSc Business Analytics.

He joined Exeter in 2024, having previously held academic and research positions at the University of Surrey (UK), Universidad Complutense de Madrid (Spain), ICN Business School (France), and the Canadian International College (Egypt). He is a member of Centre for Simulation, Analytics, and Modelling (CSAM), Policy@Exeter and Institute for Data Science and Artificial Intelligence

Ahmed accumulated academic and research experience across France, Spain, Egypt and the UK. He earned his PhD in Management from the Universidad Complutense de Madrid, where he was awarded Sobresaliente Cum Laude (Distinction) and International Doctorate Mention. He is also a Fellow of the Higher Education Academy (FHEA) and holds the Huawei Certified ICT Associate – Artificial Intelligence (HCIA–AI) certification

Ahmed's research interests focus on exploring customer experience with conversational AI agents (e.g., service robotics, chatbots). Furthermore, he is interested in studying customer experience and engagement with digital technologies (e.g., GenAI companions). His research endeavours are focused on harnessing the potential of advanced AI techniques (e.g., machine learning, topic modelling, sentiment analysis) to understand the customer experience with digital platforms. I have accumulated experience in Systematic Literature Review (SLR), topic modeling, qualitative research, survey/sampling methods, experimental techniques, and many statistical packages such as SPSS, AMOS, LISREL, SmartPLS, Citespace, VOSviewer, R and Python. Ahmed’s work has been published in leading journals such as IEEE Access and the Journal of Marketing Analytics, with manuscripts under revision at the Journal of Business Research and the Journal of Service Management. He actively presents at major international conferences, including the Academy of Marketing, AMA SERVSIG, and Cambridge Service Alliance Forum, and contributes to interdisciplinary debates on responsible AI and digital innovation.

Research Interests:

• Conversational AI and generative AI agents (e.g., GenAI service robots, chatbots, GenAI companions)
• Technology (dis)engagement
• AI regulations 
• Responsible AI adoption
• Transformative Service Research (TSR)