Laura Iacovone

VR/AR Association

Founder & President 3F-lab

Professor and researcher at the Department of Economics, Management, and Quantitative Methods at the University of Milan, specializing in Consumer & Shopping Behaviour and Neuromarketing Research. Also, a lecturer in the Master's programs in Cybersecurity & Data Protection and Data Science for Economics, Business, and Finance at the same university. Currently focusing on how to create value by integrating neuroscience, XR, Metaverse, and AI in the context of people empowerment in the web 4.0. Author of scientific and popular contributions. Recently contributed to "Metaverse, decision-making processes, and training" in Lorenzo Montagna's recent volume, "Metaverse. Us and the web 3.0," published by Mondadori. Upcoming publication includes "Services Marketing. People, Technology, and Strategy," co-authored with J. Wirtz and C. Lovelock, to be published by Gruppo Maggioli. Founder of 3F-lab - Neuroimmersive solutions + AI, which enable the measurement and understanding of behaviors and decision-making processes (both conscious and unconscious) in immersive contexts for business, training, and research purposes.