Darina Vorobeva has BSc in Management, MSc in International Business, and postgraduate Data Science for Marketing, now she is doing a Ph.D. in Information Systems Management with a specialization in Data-driven Marketing at Nova IMS, Lisbon, Portugal with a research interest in Artificial Intelligence and how its introduction affects employees and consumers. Darina also has business marketing experience in Russia, Slovenia, Latvia, and China, as well as working for 5 years as a market analyst for 7 different countries in a leading omnichannel electronic retailer in Central & Eastern Europe. She also has an experience of working as a researcher on a Bee2Waste Crypto project (innovative solution for Regional Waste Management Utilities) at NOVA Cidade Urban Analytics Lab. Her research appears in high quality peer-reviewed journals, including the Journal of Service Research, Journal of Cleaner Production, Current Issues in Tourism and international academic conferences such as the European Marketing Academy (EMAC).