Arfa Syed is a behavioral scientist, insights executive, AI practitioner, researcher and speaker working across human cognition, consumer behavior, responsible AI and human flourishing. She is President and Head of Qualitative Research at OULA, formerly Kantar Pakistan, and co-founder of mark.ai. With more than 15 years of experience, she has worked with over 100 organizations, including Unilever, Meta, Pepsi, Coca-Cola and BAT, and delivered more than 100 speaking, learning and facilitation sessions. Her published ESOMAR work and current research examine qualitative insight, cognition, responsible AI and how technology shapes judgment, agency and decision-making in learning contexts globally today and institutions.