Who we are

The authors behind AI Incidents in Marketing.
Hinda Haned

Hinda Haned

Responsible AI advisor and founder of Owls & Arrows

Hinda Haned is a Responsible AI advisor and founder of Owls & Arrows, a consultancy specializing in responsible AI advisory and algorithmic auditing. With more than 15 years of experience spanning academia and industry, she has worked with organizations across retail and finance to make AI both effective and trustworthy.

Previously a Professor of Data Science at the University of Amsterdam, Hinda has also advised the European Research Council and supported executive teams in developing AI literacy strategies and Responsible AI governance frameworks. She regularly shares her expertise on explainable and ethical AI through her publications, talks, and collaborations with practitioners.

Through her work, Hinda helps organizations move beyond principles to practice, embedding Responsible AI approaches that support innovation while ensuring accountability and fairness.


Jo

Jo Roberts

Product Director at MiniMBA

Jo Roberts is a Product Director at MiniMBA, part of Brave Bison, helping to build a grow online learning programmes for business audiences.

With more than a decade in online learning, including senior roles at Circus Street and QA, she has led an AI learning team to expand their portfolio of courses to include AI literacy and responsible AI training.

She’s now part of Brave Bison’s AI Collective, helping the group explore responsible, human-led AI adoption. As part of the AIMs Project, she has enjoyed sourcing AI case studies and turning them into an opportunity for learning.