Category: Exclusive Interview

Lydia Teryoshina is one of the leading voices in Microsoft’s Azure business, driving digital transformation and innovation across Central Europe. With over 15 years in sales with experience spanning IT, pharma, logistics, and iGaming, she has a strong track record of scaling businesses and leading strategic initiatives. Since joining Microsoft in 2017, she has played a crucial role in expanding Azure Data & AI business, achieving remarkable business growth year over year. Her leadership has not only driven market success but also fostered partnerships, with five of her collaborators earning Microsoft’s Partner of the Year recognition between 2022 and 2024.

Recognized as one of the Most Inspiring Women in Technology 2024 by World Future Awards, Lydia is celebrated for her contributions to AI innovation and advocacy for diversity in tech. She is deeply committed to mentorship, championing women in AI and leadership roles.

In this interview, Lydia reflects on her career journey, discussing challenges for women in tech, the role of mentorship in career growth, and how diversity enhances AI innovation. She also shares key leadership insights and her vision for the future of AI, offering valuable lessons for both aspiring and experienced professionals in the field.

Questions:

World Future Awards: What inspired you to pursue a career in AI and tech, and how did you navigate challenges as a woman in this field?

Lydia Teryoshina: Back in the day, before I started my journey in IT, I had a bullet-proof stereotype that IT was all about coding, tech people working with computers, physical servers, and wires. I believed that only tech-savvy individuals could pursue a career in IT, and since I was into humanities, I thought there was no space for me in that direction.

At that time, I didn’t think much about gender differences because it was obvious that STEM culture in schools and universities was predominantly male. To me, that wasn’t important since I was stuck with the wrong impression that my background wouldn’t allow me to enter the IT field at all.

I have a degree in marketing and PR, but I moved into sales right after finishing university. It took several years and encouragement from close friends to realize that I could succeed in IT sales by focusing on my strengths. That’s how my journey as a Sales Manager in iGaming industry began.

Navigating challenges as a woman in this field has been an ongoing process. I’ve learned to leverage my strengths in communication and relationship-building to carve out a space for myself. It’s been about breaking down those initial stereotypes and proving that there’s a place for diverse skill sets in tech. My journey has been about continuous learning, adapting, and finding ways to contribute meaningfully to the industry.

WFA: As someone who has scaled businesses and led strategic AI initiatives, what advice do you have for women looking to break into leadership roles in tech?

LT: My mentors have always emphasized the importance of focusing on the strengths of every individual, regardless of gender. We are all different, and by assessing ourselves properly, we can quickly discover that qualities like leadership, communication, and empathy are highly valued in any environment. This realization can drive us to seek new knowledge and gradually become more tech-savvy.

Today, the STEM gender gap persists*:

• Women make up 29% of the global STEM workforce.
• Women represent 35% of STEM graduates, a figure that has remained unchanged for a decade.

I believe that the journey starts from family and school, gradually influencing the lives of young women. In my view, a few fundamental principles must be followed to address the issue collectively:

• Spark Interest Early: Make STEM exciting for girls through hands-on learning, female role models, and mentorship.
• Build Bridges, Not Barriers: Create scholarships, networks, and career programs that support women in STEM.
• Fix the System, Not the Women: Ensure fair hiring, equal pay, and workplace policies that empower, not exclude.
• Rewrite the Narrative: Challenge stereotypes, amplify women’s voices in media, and make STEM accessible to everyone.

In general, I believe that women have the ability to adapt, be flexible, and creative. It’s quite easy to assess the need for resources within the IT field to bring value forward. For example, at Microsoft, women are excelling in all areas and roles of the industry, from CVPs and engineering/quantum computing to design, program management, sales, tech support, legal and corporate affairs, finance, and many more.

My advice to women looking to break into leadership roles in tech is to leverage your unique strengths, seek out mentors, and continuously learn and adapt. By doing so, you can carve out a space for yourself and make a significant impact in the tech industry.

WFA: How do you see the role of women evolving in AI and data-driven industries over the next decade? What barriers still need to be addressed?

LT: Over the next decade, women will take on an even bigger role in shaping AI and data-driven industries. From healthcare and finance to manufacturing and the arts, they will drive innovation as researchers, engineers, policymakers, and business leaders. AI is no longer just about code — it’s about ethics, regulation, and human impact. As more women enter these critical fields, they contribute to building AI responsibly, ensuring it benefits everyone and that diverse perspectives become part of the new norm.

But challenges remain. Women are still underrepresented in technical and leadership roles, AI systems continue to reflect societal biases. Many talented women leave the field due to workplace culture issues and limited career advancement. To change this, we need more accessible STEM education, stronger mentorship networks, fairer funding opportunities, and workplaces that truly support women’s growth. With the right changes, the next decade won’t just see more women in AI — it will see them leading the way.

WFA: Your career has spanned industries from IT to pharma to iGaming. What key lessons have you learned about adaptability and success in fast-changing environments?

LT: You’re absolutely right — I’ve moved across several roles and industries, from pharma to iGaming and then into IT. Each transition required me to build new relationships, adapt quickly, and continuously expand my skill set. These experiences reinforced how essential flexibility and lifelong learning are to effective leadership — qualities that are becoming increasingly non-negotiable.

Since I have been in the sales business, where success depends on relationships with customers, I learned early on that the good old KYC (Know Your Customer) approach is the best. Figuring out every possible detail about your customers is key to success, as it gives you more options to adapt to possible changes quickly because you are aware of their history.

When it comes to a corporate role, you must ensure you know your targets (both soft and numerical).

To sum up, here are the main points I rely on whenever progressing with my career:

·         Embrace Change Proactively: Change is inevitable; it’s just a matter of time. Thus, don’t be afraid to change or step out of your comfort zone — be flexible.

·         Continuous Learning: I’ve faced my share of challenges when preparing for technical exams — they didn’t come naturally to me, but through focus, discipline, and a clear goal, I proved to myself that anything can be learned. Since then, I’ve not only earned those certifications but also become a Learning Champ, inspiring others to develop both technical expertise and the soft skills essential for effective collaboration.

·       Collaboration and Communication: Regardless of all of us being authentic, we must be open to diverse opinions and learn how to articulate our positions with clarity & respect to be a successful part of a team.

WFA: What are some pivotal moments or decisions in your career that helped shape your leadership style?

LT: Leadership isn’t about simply managing others. In fact, some of the least effective managers focus on increasing their number of direct reports instead of developing real leadership skills. I’ve spent many years as an individual contributor and have always felt confident in that role. It’s absolutely possible to earn respect across communities and from people at all levels — not through authority, but through impact, consistency, and influence.

Authenticity also plays a key role. It’s important to recognize that you won’t always be everyone’s first choice — and that’s perfectly okay. What matters is staying true to your unique style and values. Blending in might seem like the easier route, but it doesn’t always support meaningful growth. At the same time, there’s no single path to success — everyone is working toward their own goals, and each journey is valid in its own way.

It all comes back to the idea that stepping outside your comfort zone isn’t just a challenge — it’s the norm for developing and stretching leadership skills.

WFA: You’ve led high-growth teams and worked closely with partners. How do you approach mentorship, and what impact do you think mentorship has on women in AI and tech?

LT: In the age of AI, which can sometimes feel intimidating, many women experience impostor syndrome. Having a mentor who validates their experiences and supports their growth can make all the difference in building the confidence to take on challenges, speak up, and pursue leadership roles.

Mentors offer practical advice on critical aspects like salary negotiations, career transitions, project selection, and avoiding burnout. For women, particularly in male-dominated fields, having someone who truly “gets it” is invaluable for making strategic career decisions.

Mentorship is about gaining a fresh perspective. The journey to success often involves tough feedback from peers and mentors — feedback that is essential for growth and progress.

I encourage adopting a broader view by engaging with different people who contribute to your success, whether they are supporting your mental well-being (like a psychologist or coach) or helping you enhance both your soft and technical skills through career mentorship.

As mentioned earlier, it’s crucial to look up to someone who exemplifies the qualities you aspire to. Mentorship fosters representation and inclusion, proving that with the right approach, almost anything is possible.

WFA: What leadership strategies have helped you build trust and drive high performance in male-dominated industries?

LT: That’s a great and powerful question! While I don’t lead teams myself (yet 😄), here are leadership strategies that have consistently helped me as a woman to prevail in male-dominated environments:

·         Show competence with confidence: Know your stuff and speak up with clarity.

·         Be consistent: Deliver reliably to earn respect and credibility.

·         Contribute to psychological safety: Ensure everyone feels safe to speak.

·         Call out bias tactfully: Address unfairness professionally to shift culture.

·         Be authentic: Lean into your strengths; don’t try to fit a mold.

·         Support others: Mentor and sponsor to build trust and community.

·       Focus on outcomes: Let results and impact do the talking.

WFA: AI systems are only as good as the data and perspectives that shape them. How does diversity, both in teams and leadership, lead to more responsible and innovative AI solutions?

LT: Diverse teams and leaders help build better, fairer & responsible AI. When people from different backgrounds work together, they bring different ideas, life experiences, and ways of thinking. This helps them notice problems others might miss, like bias in data or unfair results.

In AI, that’s really important. If only one type of person builds the system, it might not work well for everyone. But with a diverse team, the AI is more likely to be useful, fair, and safe for more people.

Diversity fosters more creative and effective solutions, as diverse perspectives drive innovation and generate long-lasting ideas.

In short: AI is smarter and more responsible when it’s shaped by a wide range of voices.

Thank you, Lydia, for sharing your insights, experiences, and leadership journey with us—it’s been truly inspiring to learn from your expertise and vision for the future of AI and tech.

Learn more about Lydia and her admirable career journey via her LinkedIn page: https://www.linkedin.com/in/lydiateryoshina/

We are excited to welcome Pigalle Tavakkoli as the newest board member of  World Future Awards. An award-winning Experience Design strategist, trainer, and educator, Pigalle spent 15 years as a producer facilitating collaborations between scientists and artists and devising storyworlds that merged live and digital platforms for cultural and scientific organizations, festivals, and brand activations across the UK and Europe. She has created a comprehensive experience design process and methods and provides training and consultancy for global brands such as Apple, The Guardian, and Unilever. Her unique approach combines art and science, strategic insight with creative vision, for lasting value and high-impact solutions for her clients.

Pigalle also co-developed and has been teaching the UK’s first course in Experience Design at the University of the Arts London for 12 years, and is the founder of the School of Experience Design. She is recognized as a thought leader and pioneer, as an international keynote and contributor to white papers and articles.

With accolades such as the Empowering Learning Journey Hero award for her innovative and impactful teaching methods, her roles as Council Member of the World Experience Organisation, and Jury Member for Conventa Best Event Award, Pigalle brings a wealth of expertise to the World Future Awards, where she will continue to shape the future of experience design.

We spent some time with Pigalle to learn more about her background, her accolades, and her vast experience.

World Future Awards: Congratulations on being selected as the newest board member of the World Future Awards! How do you see your experience contributing to the organization’s mission?

Pigalle Tavakkoli:

I’m delighted to join the board, thank you for the invitation. I’m passionate about designing meaningful experiences that empower people to reach their potential and drive impact, and excited to collaborate and cross-pollinate expertise, approaches and perspectives with the other board members.

I resonate with the World Future Awards mission to support the world to become better, smarter, and especially a more playful place to live in. As board members, we have a responsibility to shine the spotlight on individuals, projects, and organizations who are carving paths to achieve this, and I’m looking forward to supporting others to shine.

WFA: As an expert in Experience Design, how do you think the future of customer and client experiences will evolve over the next decade, especially in a world that’s becoming more digitally driven?

PT: We’re living in an era of accelerating changes with disruption is the new normal. This means that customer and client needs are also rapidly changing, and we need to keep up with their shifting priorities and motivations. However, there is a core human need that remains constant, which is the need for connection to ourselves, each other, and wider society for our lives to have meaning and purpose. As our lives become more intimately digitally intertwined, a gap is growing between ourselves and each other, which leads to increasing isolation and disconnection. This presents us with an opportunity to design digital experiences that humanize and bridge the divide so that digital systems become an enabler not a breaker of connection.

WFA: You’ve worked with major global brands like Apple, The Guardian, Pukka Herbs, and Unilever. Can you share a specific example where your approach to Experience Design led to a significant shift in how a brand connects with its audience?

PT: When I speak with and listen to an organization and their teams, they share the audience or client challenges they’re concerned about. Often these turn out to be symptoms, and when I follow their signals, I discover the underlying causes. This allows me to develop bespoke training to unblock the root challenges and release the team’s potential for the organization to thrive.

For instance, one organization thought a key challenge was that their teams needed to better understand the client brand stories to secure more pitches. However, I discovered the teams did understand the client brand stories well, and the reason why connections weren’t forming was due to their definitions and understanding of storytelling. This meant that each person used this in different ways across pitches, and consequently, this became confusing for the client. So I unified the department on the meaning and structures of story and narrative, and how to apply this to their proposals, for a cohesive message which would be clear for clients to understand.

The Director of Delivery responded by saying, “It was incredibly informative and you very clearly defined narrative as separate to the story. It was really useful for interrogating a brief and identifying the gap between what brands want from their

audience and vice versa, and how to bridge this. Everyone really engaged with this.”, with their Creative Director saying it was, “the best training this year”.

WFA: The concept of ‘emotionally charged’ experiences is central to your work. Could you elaborate on how emotions play a crucial role in shaping customer loyalty and long-term engagement?

PT: Emotions and memories are formed and stored in structures that sit alongside each other in the brain. As close neighbors, they have a symbiotic relationship with each other. When we have an emotionally rich experience, this sends signals to the area of the brain which sparks up emotions, and the emotions send signals for a memory to be formed. Afterward, when we think back and remember the experience, the memory sends signals for the same emotions to be sparked back up. Since memories can’t be formed without emotions, it is crucial we design nuanced emotional journeys to inspire loyalty and long-term engagement.

Another aspect to consider is that behavioral science methods often look to change behavior by changing the way people think, feel, and do. However, based on 15 years of producing experiences that transformed audiences, I’ve discovered there is another sequence for behavior change. I created the Emotion Change Equation method, which starts by changing the way people feel, then changing the way think, and once we have designed this effectively a natural outcome will be changes in behavior.

WFA: You co-developed the UK’s first course in Experience Design, and founded the School of Experience Design. What are some of the key insights or skills that you aim to impart to the next generation of experience designers?

PT: The benefit of teaching and training for 12 years has been witnessing the trajectory of cohorts and teams as they progress in their projects, careers, and businesses around the world. I like to seed the value of experience design within them while equipping them with practical skills, so they’re inspired and tooled up to be the change-makers of the future.

Amongst the frameworks, methods, and tools I’ve shared and passed on, key takeaways are that an experience takes place internally within the audience, and the event, product, and service are the external tools and containers to achieve this. After the interactions and experiences have taken place, transformation is when the audience implements and integrates changes into their daily lives. So they’re not just being experience designers, they’re also agents of transformation.

WFA: In your opinion, what are the biggest challenges organizations face when trying to implement experience design strategies, and how can they overcome these obstacles to drive better results?

PT: The traditional direction for devising an organization’s strategy is for the board and senior leaders to develop it, and then they inform the heads of departments and managers of the new strategy, who then update and oversee their teams to

carry it out. This is a top-down, one-way didactic approach. The risk is that the staff responsible for embodying and delivering the strategy are unconnected to its formation, so they lack understanding and motivation as to why they are being told to adapt or change their approach and actions.

I advocate devising an organization’s strategy from a different direction. Instead, I support senior leaders to co-develop it alongside their heads of departments, managers, and teams. The strategy is then shaped in collaboration between the whole organization, which removes silos, improves cross-departmental working, and strengthens internal communications. This is a bottom-up, two-way dialogue approach. The benefits are that the staff responsible for embodying and delivering the strategy are now connected to its formation, so they have a clear understanding and personal investment to adapt or change their approach and actions.

WFA: Given your extensive background in both education and consultancy, what advice would you give to businesses and leaders who want to begin integrating Experience Design into their strategy but may not know where to start?

PT: I collaborate with boards, leaders, managers, and their teams to ask them curious questions and listen to their perspectives. Through analysis, I uncover insights into their strengths, identify challenges and routes to solutions, and their current understanding of experience design, as benchmarks from which to build on. Based on the insights, I devise bespoke training to solidify their strengths, close gaps, and enhance their systems. This means they move from designing experiences by intuition, to creating them by intention for increased outreach, engagement, and impact. 

Through playful and dynamic workshops and sprints, they are hands-on with my experience design process, to immediately apply methods and learn through doing. Along the way, they also gain insights into the science that underpins the methods with rigor. This unifies the organization and teams with a shared understanding and vocabulary on experience design and transformation.

Their shared outcomes, shifts in perspectives and learnings inform the review, adjustment, and updates to the internal culture and organizational strategy. Since the refreshed strategy has been co-developed by the leaders alongside their internal teams, this secures buy-in and motivation across the organization to cascade and implement learnings and embed the strategy as a daily practice.

Thank you so much for sharing your invaluable visions and expertise, Pigalle, it’s been a true privilege to learn from your experience and vision.

To learn more about our renowned board member, please visit Pigalle’s LinkedIn profile here: https://www.linkedin.com/in/pigalletavakkoli/

  

Dr. Jasmin B Gupta, a renowned fintech expert and enterprising leader, has recently joined World Future Awards as its newest board member.

With over two decades of experience in digital and consumer banking, Dr. Gupta has been at the forefront of driving innovation and financial inclusion in India and beyond. She has held leadership roles at Equitas Bank, Kotak Mahindra Bank, and HDFC Bank and played a pivotal role in launching two of India’s leading digital banks, NiyoX and FreoSave.

Dr. Gupta’s appointment brings a wealth of knowledge and forward-thinking insights to World Future Awards. In this exclusive interview, we explore her journey, accomplishments, and her vision for the future of fintech and digital transformation.

World Future Awards: With two decades of experience in fintech and banking, what inspired you to focus on co-founding Lxme & MeitMoney and how do you see its impact evolving in the future?

Dr Jasmin B Gupta: The first two decades of the career are focused on learning and leadership, the next two are focused on giving back and impact. And that’s what inspired me to launch innovative platforms around financial education and inclusion. As per World Bank’s Global Findex data, while the financial inclusion index has improved, there is still a lot that needs to be done to achieve inclusion in true letter and spirit by improving not just access but also financial literacy, quality and usage. Fintechs by focusing on niche segments such as women, youth, MSMEs, gig-workers, etc. are better placed to drive deeper wholistic digital financial inclusion across savings, payments, investments, insurance & credit.

WFA: You’ve led the launch of two of India’s leading digital banks, NiyoX and FreoSave. What were the most significant challenges you faced during these projects, and how did you overcome them?

JG: While world over we see licensed Digital Banks such as Revolut or Monzo, India still believes in Partnership based Digital Banks. Hence NiyoX and FreoSave had its fair share of collaboration challenges where agile innovative fintechs learn to work with highly regulated process-driven Banks. It’s about bringing the best of both worlds together, where the ultimate winner is the customer. It’s also an opportunity for both sides – banks and fintechs to understand and appreciate what each side brings to the table. So, while I have seen banks learning/unlearning Customer Experience and Innovation, I have seen fintechs learning Fraud Control and Risk Management. It is a win-win.

WFA: As someone who has won numerous awards, such as the Fintech Leader of the Year and Global Fintech Excellence in Leadership Award, how have these recognitions shaped your approach to leadership and innovation in the fintech space?

JG: Fintech is one space where you can lead innovation by creating fresh solutions to unsolved problems. As a banker with in-depth financial knowledge and digital expertise, I realized that building research-based innovative solutions backed by the right domain skills and know-how, can lead to disruption in the market. While awards and recognitions are indeed motivating stepping stones, impact is what matters most when you are building towards leaving a legacy behind.

WFA: Financial inclusion and digitalization are at the heart of your PhD. How do you think the integration of these two areas will transform banking in the next 5-10 years, especially for underserved communities?

JG: There is no faster way to achieve financial inclusion, other than making it digital or phygital. Smartphone penetration has increased 10x in the last ten years and every household today has at least one smartphone. Just last month I launched – a cutting-edge multi-lingual App – PahalSangini – India’s first financial inclusion platform for women offering financial literacy, credit, payments, insurance, e-commerce, etc. all rolled into one common mobile application, for rural women. While this is just one solution, there is scope for many such digital innovations to achieve financial penetration in the underserved communities.

WFA: You’ve been associated with prominent institutions like Equitas Bank, Kotak Mahindra Bank, and HDFC Bank. How did your experiences at these organizations prepare you for your founder role and shape your leadership philosophy?

JG: HDFC Bank, one of the largest and leading banks in the world, was a great learning school for me where I learned real banking with its stringent processes & regulations. I joined the Bank straight out of business school, through campus placement, and went on to become the youngest branch manager at the age of 25. Kotak Mahindra Bank offered a 360-degree banking perspective across multiple business, product, and digital functions along with an intrapreneurship exposure of leading several disruptive analytics and AI-based digital initiatives. And Equitas Bank opened up the world of fintechs for me, right from NiyoX to Lxme. From then on, there was no looking back as I jumped into the fintech world with the entire 360-degree banking perspective, giving me a unique edge in the space. And the best is yet to come…

WFA: As a global thought leader and a TEDx speaker, how do you ensure that you stay at the forefront of fintech innovation? What key trends do you believe will dominate the fintech industry in the coming years?

JG: I look forward to research, networking, forums and conferences, industry workshops, leadership meetings, etc. to contribute as well as to keep a tab on what’s happening in the space. Blockchain, AI, Defi, embedded finance, open banking, digital banks, cybersecurity, superapps, etc. are some of the key fintech trends expected to dominate the industry.

WFA: You’ve been recognized as a Top Performing Banker and a visionary digital leader. What career milestones do you consider your most significant accomplishments, and what advice would you give to young professionals aiming for leadership roles in fintech?

JG: There have been many career milestones, significant amongst which are getting awarded as Best Relationship Manager in Switzerland and Australia with highest scorecard of 351%; youngest branch manager at 25; doubling up 10 years of banking business in just 1 year; initiating Analytics and AI-based Digital solutions; launching India’s fastest growing neo-bank NiyoX with 2 million+ customers; co-founding India’s first financial platform for women LXME; launching India’s first financial inclusion platform PahalSangini and many more. My advice to young professionals aiming for leadership roles is to take risks early on without fearing failure and keep learning/unlearning continuously.

WFA: Aside from your professional career, you’ve represented India as a Youth and Cultural Ambassador and excel in various arts like dance and music. How do these diverse interests influence your work in fintech, and what role do creativity and versatility play in your success?

JG: I am a trained professional dancer and can dance in 10+ different dance forms right from Garba to Bharatnatyam to Salsa, performing dance shows in France, Spain & Japan. I have excelled in creative arts right from childhood, and hence when I took up banking, which is otherwise considered to be a very boring profession, I poured all my creativity into making it the most interesting job on earth. I have done creative banking all throughout and the same gets reflected in my various fintech initiatives as well. Innovation lies at the core of fintech, and I am a natural at it.

Thank you for sharing your time and insights today, Dr Gupta!

To learn more about our revered newest board member, visit her LinkedIn Profile here: https://www.linkedin.com/in/jasminbgupta-digitalbank/

ANY.RUN, founded by Aleksey Lapshin, is an advanced online malware analysis platform that enables real-time, interactive research for cybersecurity professionals. It allows users to actively control sandbox simulations and analyze suspicious files with dynamic and static capabilities, offering deeper insights into malware behavior.

The platform’s cloud-based design simplifies analysis with an intuitive interface, reducing equipment costs and making it accessible from any device. ANY.RUN also features a continuously updated malware database, supporting both public research and private threat hunting, making it an essential tool for enhancing cybersecurity efforts globally.

We sat down with the company’s founder, Aleksey Lapshin, to learn more about the World Future Awards-winning firm.

World Future Awards: What inspired you to create ANY.RUN, and how did you identify the need for a more interactive and real-time malware analysis platform?

Aleksey Lapshin: Back when I was a malware analyst, I saw my colleagues having a tough time with the tools they used in their work. The providers of these solutions prioritized business goals over the professionals’ actual needs. This motivated me to take a different path.

The product’s concept was driven by several problems I encountered as a malware analyst. The automated solutions I used provided minimal information about the sample, without allowing me to dig deeper, observe the malware execution process, and make my decision about the threat. The alternative was to use my own virtual machine but setting it up was time-consuming and required frequent adjustments.

This led me to the idea of creating a sandbox that would combine real-time interactivity and control over the analysis process with a detailed view of malicious activities, all within a user-friendly interface. And that’s how ANY.RUN was born.

WFA: ANY.RUN’s interactive nature is one of its key differentiators. Can you explain how this interactivity enhances malware analysis compared to traditional automated tools?

AL: Unlike automated solutions, which limit your ability to engage with the sample and instead rely on their built-in mechanisms to force execution, ANY.RUN gives you control over the analysis process. You can interact with malware and phishing threats in real-time, seeing how they respond to your inputs. 

This is especially useful for multi-stage attacks, as you can safely follow the entire kill chain — from a phishing email to downloading and running the payload. This hands-on approach provides deeper insights and helps you respond more effectively to complex threats.

WFA: The platform is designed for users of all skill levels, from beginners to experienced cybersecurity professionals. What were some of the challenges you faced in creating an intuitive interface that meets the needs of such a diverse audience?

AL: The interface ANY.RUN has today comes from lots of trial and error since our early days. One of the biggest challenges was deciding what information to show first and what to keep in the background.

The result is an organized interface with main sections, each focusing on a specific part of the analysis: processes, network traffic, files, etc. To help the user quickly understand what threat they are dealing with, the sandbox displays tags that link the sample to a specific threat or malware family.

For a deeper look, you can always navigate to the items of your interest to learn more. Whether you want to study traffic for a particular connection, access the Suricata rule used for threat detection, or examine malicious script execution, the sandbox lets you access this info with ease. To highlight important details, we use special indicators.

The IOC and Report buttons are also easy to find, making it simple to download and share the collected information.

WFA: Cyber threats are constantly evolving. How does ANY.RUN stay up to date with the latest malware trends, and how is your platform adapting to these new threats?

AL: At ANY.RUN, our Public Submissions page lists all publicly available reports on threats submitted by our global community of over 500,000 users. This helps our analysts stay updated on the current threat landscape and improve our sandbox’s detection capabilities by writing YARA and Suricata rules, as well as adding signatures for various malicious activities.

Beyond detecting new threats, we regularly add features to enhance users’ analysis abilities. This year we introduced a Linux sandbox environment to help analysts investigate threats targeting the growing number of Linux servers and endpoints.

Thanks to our team’s flexibility, we can adapt to new trends fast. Just to give you an example, last year, we spotted a rise in QR code abuse for malware delivery and quickly added a QR code link extractor to our sandbox, making it easier to analyze such attacks.

Yet, most importantly, we not only keep up with the trends ourselves, but also help our users stay updated on the latest malware and phishing attacks thanks with ANY.RUN’s Threat Intelligence products: TI Lookup and TI Feeds.

For instance, TI Lookup lets you search our threat database using over 40 parameters, like IP addresses, system events, file names and hashes, registry keys, and even YARA rules, to identify emerging and persistent threats, gather context, and explore related sandbox sessions.

WFA: ANY.RUN offers real-time insights and results within minutes. How does this speed benefit cybersecurity professionals in their daily work, especially when dealing with complex or time-sensitive threats?

AL: This allows security teams to run analyses quickly and accurately with ANY.RUN. You can submit a file and get a report in as little as 40 seconds. Such performance is a great advantage for security teams working under time pressure, when resolving an incident or responding to a cyber attack.

The speed of the sandbox is also great for analysts handling many samples daily. We offer API access for automatic submissions and integrations with Splunk and OpenCTI to help clients keep their operations efficient.

Interactivity plays a huge role here too, saving time on steps that are usually required when using automated sandboxes. Instead of downloading a payload from a file-sharing site on your own machine and then submitting it for analysis, you can do it directly within the ANY.RUN sandbox.

However, sometimes a longer investigation is needed. For this, users can extend the analysis in our VMs to up to 24 minutes to thoroughly examine every aspect of the threat without rushing.

WFA: With the rise of sophisticated malware that can evade detection, what unique features or capabilities does ANY.RUN offer to help researchers and analysts uncover hidden threats?

AL: We’re always on the lookout for new evasion techniques to ensure our sandbox can counter them effectively. One key anti-evasion feature in the ANY.RUN sandbox is Residential Proxy. Many malware and phishing threats check where the user’s traffic is coming from. If they detect it’s from a hosting service, they might stop the malware execution or redirect users to a safe site.

The Residential Proxy feature lets you use regular residential IP addresses from dozens of countries. This helps you bypass such checks and force the malware to run. It’s also great for dealing with attacks that target specific regions.

WFA: How does ANY.RUN’s cloud-based infrastructure contribute to the platform’s accessibility and scalability, and how do you see this influencing the future of malware analysis tools?

AL: Thanks to being cloud-based, ANY.RUN can be accessed from anywhere at any time. This makes it easy for users to perform malware analysis without needing specialized hardware or complex setups. This accessibility is especially helpful for remote teams and individuals who need to work on the go.

In terms of scalability, our cloud infrastructure lets us easily adjust resources based on demand. This means we can handle a large number of analyses at once without sacrificing performance. It also allows our clients to scale their teams without investing in additional hardware or infrastructure. They can quickly onboard new analysts and expand their capabilities.

As for the future, I believe that cloud-based cybersecurity solutions will continue to gain popularity. Their flexibility, cost-efficiency, and global accessibility are unmatched.

WFA: Looking ahead, what future developments or features do you envision for ANY.RUN to further empower cybersecurity teams in their fight against cyber threats?

AL: At ANY.RUN, we have a detailed roadmap of new products, features, and updates that we’re closely following. One of our most significant recent releases is Safebrowsing, a service that allows you to quickly open and explore suspicious URLs in an isolated virtual browser, notifying you of any threats.

As for future updates, you can expect even more exciting news for the wider cybersecurity community. Make sure to stay tuned for our latest updates on ANY.RUN’s social media and blog.

 

In an era of rapid digital evolution, InFlux Technologies (Flux) has emerged as a leader in decentralized cloud infrastructure. Recently recognized as one of the Top 100 Crypto and Blockchain Companies of 2024 by World Future Awards, Flux offers a revolutionary alternative to traditional cloud services. Through its globally distributed network of user-operated computational nodes, Flux delivers superior scalability, security, and availability for decentralized applications (dApps). 

Originally founded in 2018 as Zel Technologies, Flux bridges the gap between traditional Web2 infrastructure and the decentralized future of Web3. With a suite of innovative solutions—including FluxOS, FluxNodes, FluxLabs, and Fusion—the company empowers developers and enterprises with greater control over their data.  

In this exclusive interview, we speak with CEO Daniel Keller about Flux’s remarkable journey, its progressive offerings, and the future of decentralized technology. 

World Future Awards: As a pioneer in decentralized cloud infrastructure, how do you envision the future of the internet evolving over the next decade, and what role do you see InFlux Technologies playing in that transformation? 

Daniel Keller: The internet will continue to grow, reshaping our lives and work. Over the next decade, advancements in AI, blockchain, and other technologies will change how we create, store, and digest data. This evolution will bring in an era of hyper-connectedness, where decentralized networks and cloud infrastructures like those built by InFlux will take center stage.

As AI-driven services continue to develop, the need for scalable, secure, and decentralized systems will be key to be able to handle the massive amounts of data being generated. Centralized models, while effective, face issues with privacy, security, and scalability. InFlux is leading the charge in decentralized cloud infrastructure, which offers key benefits such as greater data autonomy and the ability to scale without reliance on centralized control.

In this new internet landscape, decentralized solutions will provide businesses and individuals with unprecedented control over their data, freeing them from the constraints of traditional cloud providers. InFlux is positioned to be a cornerstone of this transformation, empowering the future of the internet by offering infrastructure that is not only resilient but also aligned with the decentralized ethos of Web 3.0.

WFA: What are some of the most significant challenges you’ve faced in transitioning from traditional cloud services to decentralized solutions, and how has InFlux Technologies addressed these hurdles? 

Daniel Keller: Transitioning from traditional cloud services to decentralized solutions has presented many challenges as we are dealing with iterative tech. At InFlux, we’ve had to build many of these solutions from the ground up, such as our Decentralized 2FA, FluxOS, and FluxCore, to create a tech that integrates with blockchain technology.

The challenge lies in designing systems to maintain the same level of security, efficiency, and user experience we have come to expect from centralized cloud services. These technologies had never been developed before in this way, which required us to innovate at every step, ensuring that they worked in tandem with the blockchain. Through iteration and a commitment to solving these challenges, we’ve been able to successfully implement solutions that support a secure, scalable, and decentralized cloud infrastructure.

WFA: In what ways does Flux’s platform empower users and developers to not only participate in but also innovate within the decentralized ecosystem, particularly in the context of AI and machine learning? 

Daniel Keller: Flux’s platform empowers users and developers to innovate within the decentralized ecosystem, particularly in AI and machine learning. By providing a scalable and decentralized infrastructure, Flux removes the limitations of traditional, centralized cloud services. This flexibility allows developers to deploy AI and machine learning applications in an environment that promotes faster experimentation and iteration. Flux’s infrastructure enables seamless deployment, offering the resilience needed for scaling solutions without the typical constraints.

The integration of Docker for FluxCloud further enhances the platform’s capabilities. By using Docker containers, developers can easily package and deploy applications across Flux’s decentralized network, ensuring portability, scalability, and security. This allows developers to tap into distributed computing resources, reducing latency and ensuring consistent performance for applications. Flux’s decentralized model makes for a collaborative environment where developers can contribute, innovate, and benefit from a globally distributed ecosystem, positioning them at the edge of AI and machine learning advancements.

WFA: How does the globally distributed network of user-operated nodes influence the culture and community around Flux, and what initiatives are you pursuing to foster collaboration among your users? 

Daniel Keller: Our globally distributed network of user-operated nodes is a fundamental aspect of the culture and community around Flux. This decentralized infrastructure ensures that no single entity controls the network, aligning with our core values of transparency, security, and community empowerment. The participation of users in running nodes gives them a sense of ownership and involvement, which fosters a strong, collaborative community. The decentralized nature of the network also enhances global connectivity, allowing people from different regions and backgrounds to contribute and innovate together.

To further encourage collaboration, we have launched several initiatives. One such program is FluxLabs, an incubator designed to support developers and projects that leverage the Flux ecosystem. We also promote open-source collaboration through our GitHub repositories, where community members can contribute to the codebase, suggest improvements, and share their innovations. Regular community events, hackathons, and bounties incentivize participation and innovation, ensuring that the Flux ecosystem remains vibrant and driven by its user base. These initiatives help to cultivate a collaborative culture where innovation thrives.

WFA: Can you share an example of a project or application developed on the Flux ecosystem that exemplifies the potential of decentralized computing and its impact on real-world challenges? 

DK: A great example of a project on our Flux ecosystem is FluxAI, a decentralized AI platform that provides access to powerful open-source language models and image generation with FluxOne, which ensures complete data privacy. Unlike traditional AI systems, FluxAI doesn’t use user data for training, addressing a key concern for privacy-conscious users and businesses. It operates on a global network powered by FluxCore, our decentralized GPU Network, making it highly scalable, reliable, and resistant to outages or central control.

Our approach with FluxAI also makes AI tools more accessible and cost-effective. By reducing reliance on centralized data centers, it offers a more sustainable and affordable solution for businesses and developers. It highlights how decentralized computing can solve real-world challenges like privacy and accessibility, opening up AI technology to a broader range of users.

WFA: With the emphasis on cross-chain operability in Flux’s offerings, how do you see blockchain interoperability shaping the landscape of decentralized finance (DeFi) and emerging technologies? 

DK: Blockchain interoperability is an important factor in shaping the future of decentralized finance (DeFi) and emerging technologies. At Flux, we emphasize cross-chain operability from the start with our parallel assets to enable interactions between different blockchain networks, which removes barriers to collaboration and expands the potential for DeFi. This interoperability allows assets to move freely across multiple chains, unlocking liquidity and creating a more efficient and accessible financial system. It helps developers build more robust decentralized applications (dApps) that can integrate with other blockchain ecosystems, creating more dynamic and versatile solutions for users.

WFA: As AI and blockchain continue to evolve, what emerging technologies are you most excited about integrating into the Flux ecosystem, and how do you foresee these technologies enhancing decentralized computing capabilities? 

DK: One of the technologies we’re integrating into the Flux ecosystem is Project Mayhem, the yin to AI’s yang. Its purpose is to keep AI honest by detecting when AI-generated content is being passed off as human. As AI becomes more advanced, this transparency is critical for maintaining trust. By integrating Project Mayhem, we ensure accountability in AI interactions while enhancing the security and ethical standards of decentralized computing. This balance of AI advancement and oversight strengthens the integrity of our ecosystem as both AI and blockchain technologies continue to grow.

WFA: How does Flux plan to educate businesses and individuals about the benefits of decentralized cloud infrastructure, and what resources or programs do you have in place to support this educational mission? 

DK: At Flux, we’re focused on meeting people where they are and showing them the real benefits of decentralized cloud infrastructure. We’re putting in the time by attending industry events, hosting workshops, and having real conversations with businesses and individuals to help them understand what we offer. On top of that, we’ve been building out easy-to-follow documentation and support systems, and we’ve even created an AI chatbot to assist with all things Flux, making it easier for anyone to get the help they need, when they need it. It’s all about making sure people feel supported as they explore decentralized solutions.

Thank you, Daniel, for taking the time to share your valuable insights and vision; your leadership at InFlux Technologies is greatly inspiring. 

To find out more about the award-winning company and its offerings, please visit https://runonflux.com/ 

Suzy™ is a pioneering force in transforming how businesses comprehend and engage with consumers. Founded in 2018 by CEO Matt Britton, drawing on his extensive experience in the advertising industry, Suzy™ was conceived to shift brands away from guesswork-based decisions to data-driven insights.

Garnering accolades like Forbes’ Best Startup Employers and Inc. Magazine’s Best Workplaces multiple times, Suzy™ has secured over $100 million in venture capital from prominent investors, affirming its vision to reshape consumer-centric strategies for tomorrow’s leading brands.

Join us as we chat with CEO Matt Britton and learn more about the pioneering company, Suzy.

World Future Awards: Congratulations on Suzy winning the World Future Award for Best Consumer Insights Platform in 2023. What factors do you believe contributed the most to Suzy’s recognition and success?

Matt Britton: Thank you for your kind words and for recognizing Suzy’s achievement in winning the World Future Award for Best Consumer Insights Platform in 2023. We are incredibly proud of this honor. The key to our success has been our unwavering commitment to innovation and delivering actionable insights for our clients at the speed of culture. At Suzy, we understand that in today’s fast-paced business environment, companies need access to real-time consumer insights to make informed decisions. Our platform is designed to deliver just that—rapid, reliable, and relevant consumer insights at the click of a button.

WFA: Could you share the genesis behind the idea of Suzy? What inspired you to create a platform specifically focused on consumer-centricity and insights-driven decision-making?

MB: Over two decades ago, I built one of the first social media and youth marketing agencies. The whole purpose of that company was to help brands create value for consumers through meaningful content and transformative ideas. This venture taught me about the needs of major brands and the immense power of the consumer. Companies that prioritize customer-centricity are more likely to succeed. However, research is sluggish and inefficient, hindering quick decision-making in tune with market dynamics. That’s why we built Suzy. It’s a solution that empowers top brands with rapid consumer insights, enabling them to act promptly and adapt to evolving behaviors in real-time.

WFA: Suzy’s integrated research cloud is touted as a game-changer in the industry. How does the platform streamline the integration of quantitative and qualitative research for businesses, and what benefits does it offer compared to traditional market research tools?

MB: Our platform facilitates consumer-centricity by integrating quant, qual, and high-quality audiences into a single connected research cloud. Gone are the days when brands had to rely on multiple expensive tools or agencies for conducting research. With Suzy, you can do it all in one place, engaging with the same consumers repeatedly to gain deeper insights. Empowered with a continuous platform, brands enjoy enhanced cost savings, efficiency, and flexibility, enabling every business decision to be informed by a comprehensive understanding of the consumer.

WFA: In just five years, Suzy has achieved remarkable growth with over 400 enterprise customers across 22 verticals. What strategies or approaches have been pivotal in Suzy’s rapid ascent to market dominance?

MB: From the very beginning, our focus has been on disrupting the industry. Market research, a $100 billion industry, has long been fragmented, slow, and costly. We recognized the opportunity to revolutionize this space by developing a software tool that democratizes insights, granting access to people across the enterprise, whether they work in insights, marketing, or another area of the business.

I don’t come from a market research background, so I recognized how important it was to hire the people who did to help us build a quality, robust platform. Our research is spearheaded by industry veterans who boast extensive experience and have held prominent positions at leading agencies. This ensures that every insight we provide is backed by the rigor our clients have come to expect.

Our proprietary panel, consisting of a vast network of over a million US consumers, is a key differentiator in our industry. Through a gamified app, Suzy motivates consumers from all walks of life to answer brand-related questions, delivering valuable insights within hours. With Suzy, modern enterprises can conduct extensive testing across various use cases while staying within budget and timelines, enabling them to keep up with consumer demands.

WFA: Could you highlight some of the groundbreaking products Suzy has launched, such as TURF, Data Explorer, and Showreels?

MB: Our clients have come to expect Suzy’s unparalleled iterative research capabilities across a range of use cases. As a result, we are continually developing and enhancing our products to empower them on our platform. This involves the integration of advanced methodologies such as TURF analysis and MaxDiff. With our comprehensive end-to-end platform, Suzy clients can seamlessly execute surveys, gain valuable insights, target TURF back to the same consumers, gather further insights, and repeat the process. They can even create custom surveys for their own proprietary audiences with Public Link and perform data analysis directly within the platform with Data Explorer.

And of course, we understand the importance of showcasing results. That’s why we offer a wide range of C-suite-ready deliverables that seamlessly transition from our platform to the boardroom. Showreels, for instance, allow users to create captivating videos featuring insights from video-open ends, putting the voice of the consumer front and center. There’s nothing more powerful than hearing real consumers articulate why they choose a brand’s product in their own words.

WFA: Suzy’s core values, including people-centricity, collaboration, and continuous validation, drive its innovative approach. How do these values permeate through the company culture and influence decision-making processes?

MB: The core of every decision, strategy, and innovation lies in placing human understanding at the forefront. In today’s era of big data and algorithms, we propose a return to genuine, human understanding. We value the unique perspectives and emotions of real people, capturing the authentic voice of the consumer on a large scale.

We also strongly believe that brands must keep pace with culture. This philosophy permeates everything we’ve built. Our platform was designed to empower users with iterative research, delivering results in hours or days, not weeks or months. We understand that consumers are constantly evolving, and we’re all about giving them a voice. From Product to Customer Success, Sales to Marketing, and even our People and Finance teams, our focus is on providing brands with the necessary tools to prioritize consumers. We constantly validate our own assumptions, just as we encourage brands to do the same. This means we rigorously test what we bring to the market, and we wholeheartedly stand behind our own offerings.

WFA: Could you walk us through how Suzy’s Research Cloud empowers organizations across different functions, such as Insights, Innovation, Creative, and Shopper, to leverage consumer insights effectively?

MB: Every team in the enterprise that relies on consumer insights can access them with Suzy. Marketing no longer has to wait for quarterly presentations from the Insights team to learn about consumer behavior. By then, it’s already too late. Instead, teams across today’s top brands can simultaneously test.

The Suzy platform plays a crucial role in the enterprise, serving as a throughline that keeps the entire brand focused on the consumer and constantly learning from them. Insights teams profile consumers, identify trends, and understand the path to purchase. Product teams can test and refine innovations, including claims and packaging. Marketing plans campaigns and tests messaging, while Shopper performs competitive analysis and dives into market performance. These areas can inform each other or stand alone, creating a well-coordinated and consumer-centric approach throughout the organization.

WFA: The imminent introduction of AI-integrated solutions sounds intriguing. How do you envision these advancements will shape the future of consumer insights, and what opportunities do they unlock for businesses?

MB: AI will not only revolutionize the future of market research but also transform global business practices. When it comes to consumer insights, AI has the potential to swiftly uncover evolving consumer behavior. By automating laborious tasks like data analysis and survey creation, AI streamlines the work of market researchers, allowing them to be more strategic and effective at their jobs.

We’re also committed to prioritizing the enterprise’s safety and took steps to develop responsibly-built AI tools. We’re building AI tools that are reliable, authoritative, and industry-leading. We leverage our expertise, use precise language, and present concise information to deliver valuable insights. By identifying current trends and forecasting future ones, we stay ahead of the curve, ensuring our clients remain at the forefront of their industries.

WFA: With a suite of AI-powered tools and a vast audience of diverse consumers, how does Suzy ensure data quality and security while maintaining agility and speed in research processes?

MB: At Suzy, the goal was never to be the first AI-powered market research tools available, but rather to set the gold standard in what it means to have enterprise-grade AI. Our tools needed to be like we’ve built everything else – game-changing, prioritizing efficiency and accuracy, and built with compliance and transparency in mind.

To tackle a pervasive industry issue–survey bots–we’re taking decisive action. With the rise of AI, detecting survey bots has become increasingly challenging, impacting the quality of market research data for brands. That’s why we’re fighting back with our very own AI solution–Biotic. This groundbreaking tool, backed by a pending patent, proactively intercepts bots before they can taint survey data. Biotic ensures brands not only receive rapid insights but also high-quality ones, setting a gold standard for the entire industry.

WFA: Looking ahead, as the industry continues to evolve towards consumer-centricity, what are Suzy’s long-term visions or goals in shaping the landscape of consumer insights and fostering meaningful connections between businesses and their customers?

MB: We strive to position ourselves as the ultimate “insights platform of record” for our valued customers. Many clients are consolidating their tools with Suzy given we offer what many point solutions options do in one place. Suzy will serve as the central hub, allowing users to effortlessly visualize data, share compelling stories and insights, and conduct research, all within a single, user-friendly interface. Enterprise brands can stay ahead of the curve with our trend identification and forecasting capabilities, propelling their business forward. We are also constantly innovating and have some very exciting updates that will be rolled out later this year. So keep a look out! We would be thrilled to demonstrate how our platform works and how it can elevate your business. 

Thank you for spending time with us today, Mr. Britton!

Visit https://suzy.com/ to learn more about Suzy today!

When one person embodies a unique combination of energy, experience, passion, and creativity, there is no doubt that success will come not only to that person but also to the teams they work with. We are therefore particularly pleased to welcome Dora Hrkac as a new World Future Awards board member. Her dedication and years of expertise in marketing and communications will ensure that the best of the best in the innovation sector will be honored. Enjoy the exclusive interview Dora gave us on the occasion of joining the WFA board.

World Future Awards: Dora, please accept our congratulations on your new status as a WFA board member. Our readers will be very interested to know more about you. Tell us a little about your professional path and your current field of endeavor.

Dora Hrkac: Thank you so much for the warm welcome and this wonderful introduction; I am truly excited to be a part of the World Future Awards board.

My professional journey has been quite a diverse and enriching one. After I graduated from Journalism at the Faculty of Political Science and pursued my master’s degree in public relations, I started my career as a Chief Editor at Superbrands Adriatic – the world’s largest independent arbiter for branding. I continued my professional growth within Atlas – the largest destination management company in Croatia, with over 95 years of experience, where I have spent an incredible eight years working in one of the most exciting industries.

A diverse Marcom portfolio with a proven track record eventually brought me to the UAE. In 2019, I continued my international experience within Hilton, where I was responsible for driving marketing and communication strategies for two hotel properties in Ras Al Khaimah. After facing the COVID-19 pandemic, I decided to make the most significant change in my career, enhance my skills, and explore new possibilities in the Energy sector.

Tourism is part of my DNA, but I have decided to challenge myself and see how my expertise will contribute to business growth in an entirely different and quite demanding industry. At that time, I got the opportunity to join one of the most recognized brands in luxury hospitality, so choosing between a well-known territory and a very tight niche technology sector was the toughest decision I had to make in my entire career. But as we all know, life begins only when you step out of your comfort zone.

In March 2021, I joined Esyasoft Technologies in Dubai, DIFC, one of the IHC subsidiaries, as their Head of Marketing and communications. Over the last two and a half years, my focus was on increasing brand awareness about this software product company and its commitment to cutting-edge innovation and sustainable solutions, which was one of my main KPIs, resulting in the successful digital presence and opening of several new global markets.

I will never regret making a decision to accept the offer from my CEO, Dr Bipin Chandra, and join him on his incredible journey and mission of making energy efficient, sustainable, and affordable. Under his wings, I had the ability to reinvent myself, upgrade my knowledge, expand my network, and achieve two of the most significant achievements in my entire career.

This year, in March, I became an Official Member of the Forbes Communications Council – an invitation-only, professional organization for senior-level communications and public relations executives.

The other one was winning the Gold Stevie Award for The Most Innovative Communication Professional of the Year in MENA 2023, based on my showcase of how a creative communications approach can result in massive brand awareness through unique storytelling and Employer Branding initiatives.

My focus has always been on innovative marketing strategies and creative communications. I firmly believe that in today’s fast-paced and ever-changing world, it’s crucial to stay ahead of the curve and adapt to new trends and technologies. My passion for innovation has driven me to explore unconventional approaches to marketing that can make a lasting impact. I thrive on challenges, and now I can’t wait to conquer another one!

WFA: What attracts you to the field of marketing? Why did you choose it as your main specialization?

DH: Marketing and PR have always been my passion and a constant part of my life. I was creative from an early age and was actually raised in a family of many different talents related to design, photography, and art, so I would say marketing was my destiny. I even defended my master’s degree on the subject, “The Influence of Advertising in the Media,” so although I didn’t work as a journalist since my internship, my writing talent and knowledge about media played a crucial part in forming my career path. 

WFA: You have extensive experience in different sectors and countries.

DH: Yes, I’ve been fortunate to work in various industries, countries, and regions, from Europe to UAE, India, and the US, which has broadened my perspective and allowed me to adapt to diverse market conditions.

I always considered myself a patriot who would never leave my homeland, but the moment I came to the UAE, I realized that there was a place where I could finally spread my wings and fly, reaching horizons I used to only see in the movies.

Back in Hilton, I used to work with over 40 different nationalities, which was a cultural shock despite my, as my former GM said – bubbly personality and being someone who always had respect for every single human being, never mind the color of their skin, passport, religious beliefs or social status.  

India was another massive discovery for my persona. The moment I reached New Delhi, I felt literally like I finally saw the world. The real world. I was so proud that I had managed to build Esyasoft’s booth in the middle of that chaos and proved to myself once again there’s no challenge I can’t overcome.

All these experiences have given me a more holistic understanding of marketing and the importance of tailoring strategies to specific markets and industries. It has also taught me the significance of cultural nuances in ineffective marketing, learning how communication is the most fragile yet the most powerful tool of any business, making it the most valuable asset in my career.

WFA: What is the role of high technology in modern marketing? And what is primary in your work for you – technology or creativity?

DH: High technology has revolutionized the way we reach and engage with our target audiences. It enables data-driven decision-making, personalization, and the ability to measure the impact of our marketing efforts. However, it’s the creative ideas and stories you tell that truly resonate with customers.   Shifting to the digital era, marketers had to adapt many different tools to place their marketing strategies. It’s a never-ending learning process for all of us because technology plays a crucial part in every marketing agenda, and changes are happening practically on a daily basis.

A “360” approach can’t be done without technology. From many different software to the AI, which will only improve. Will it replace jobs? Never say never, but that premise was wrong from the start, in my humble opinion. Artificial Intelligence is here to support us and make our work more efficient, from basic daily tasks to more complex initiatives.

For me, creativity will always be the essence or, better say, the backbone of all my creations. Technology is here to help me achieve those goals faster, smarter, and with improved data results. Once you learn to combine many different talents, skills, and sources and then apply them to your business models, you will never have to worry about your KPIs and ROI. 

WFA: Your high achievements prove that you are able to seek and find bold and unconventional solutions. Tell us about your most innovative projects or ideas.

DH: Glad you’ve mentioned bold and unconventional. Great choice of words and practically two main adjectives that perfectly describe me as a person but also my scope of work. I love working on campaigns that are slightly provoking but tasty. The imperative is always the target audience, purpose, and clear goal objectives.

I am pretty versatile and always thirsty for something NEW – projects, creations, initiatives, and my brain doesn’t rest even when I sleep, so no wonder when I wake up, I already have hundreds of new ideas on my mind.

I joined Esyasoft when I already had an established network on my LinkedIn channel, but my (target) audience was not coming only from the technology/energy/utility field, so I tried to find a way to produce content in a manner of wisdom I have learned back home – “Keep the wolf full, and all the sheeps alive.”

Let me explain. Of course, the main spotlight was reserved for the company I was representing, but I have continued to create content related to other industries and professionals in MENA, and everything and everyone I found inspiring. That’s how Adorata Emirata was born. It’s a blog based on building brand awareness through specific individuals in the UAE and showcasing what it truly means to be a company’s brand ambassador. My name comes from the Latin word Adorata, which means adorable, while Emirata represents me and everyone who adores their life in the Emirates.

So, through my two platforms, LinkedIn and my website – people have the opportunity to tell their stories and build their own network through my connections. Some address me as a LinkedIn influencer, but my scope of work is far way different from what other social media creators are doing. My focus is on promoting brands through their own advocates and professional individuals. When dealing with a highly competitive market such as MENA, it’s hard to stand out, and I am offering precisely that kind of opportunity – both corporate and individual. 

Hard-sell advertising never worked for me, and people adore stories “behind the scenes”. That’s how they really bond with the brands, and now they have a chance to interact even more through their own brand ambassadors. Everyone has a story, but not everyone knows how to tell and spread it, and that’s where I come in.

WFA: In the current digital revolution, you need to be flexible and ready for change. But do you have any basic principles or credo that always remain relevant and help you move forward?

DH: Very true, indeed, the age we are living in requires our flexibility and easy adaptation more than ever before. Social, Economic, and many different outside circumstances dictate our pace, so I would say we should all accept the fact that only change is constant. I will be first in line seeking better solutions and positive outcomes and how to move things forward, but the COVID-19 pandemic taught me one of the biggest life lessons – never to plan anything ahead, or at least always have a plan B.   

Don’t get me wrong; most strategies are based on plans and certain predictions and forecasts. However, we should all start focusing on the present and instead create short-term goals with a clear distinction between tangible and intangible parameters. That way, we can lower our high expectations but look forward to the best possible outcome.

However, customer-centricity remains a constant. Understanding and meeting customer needs is the core of any successful marketing strategy. Secondly, data-driven decision-making is critical. Harnessing the power of data allows us to make informed choices, and continuously optimize campaigns. Last but not least, and as I already mentioned, I believe in the power of storytelling. Humans are wired to connect with stories, and a compelling narrative can differentiate a brand and create lasting impressions.

Lately, I have been working on myself, not only in a professional way but also in a spiritual sense. I have discovered many inspirational podcasts, books, and articles that are helping me to become truly the best version of myself. It’s a long road that doesn’t have a finish line, but I will surely do my best to make my path worth walking, not only for myself but for the people who are part of it. Especially those who were always there to land me their hand when I fell and who clapped every time I picked myself up.

I adore quotes and have probably thousands of screenshots in my phone from many different genius minds out there that are lifting our spirits, but here’s the one from Steven Cliff Bartlett that caught my attention. It resonates with me on many levels and could be described as my current personal philosophy:

“Your life, career, and relationships will rise or fall to the level of the standards you defend, enforce, and accept. It’s time to raise your bar!”

WFA: What are the most significant trends and changes in the marketing and communications industry that have you observed over the years?

DH: I’ve seen several significant trends emerge. Personalization is a major one, as customers expect tailored experiences and content. Social media’s influence on marketing has grown substantially, making it a vital channel for engagement. I am thrilled to see that LinkedIn is overtaking that arena and me being a part of it. It’s undoubtedly one of the best platforms for emphasizing your brand’s personality and describing your company culture. If you start using it right, it will become an active marketing channel to grow your network and business opportunities.

Additionally, the rise of influencer marketing and the integration of sustainability and purpose-driven initiatives into brand strategies have been notable shifts. The increasing importance of video content and the continued growth of e-commerce have also reshaped the marketing landscape. AI is at the top of today’s trends, followed by storytelling, which has been finally recognized as the top advertising tool.

On the other hand, what I am always surprised to see is that many companies still have a lack of understanding of the actual value and importance of quality PR. That’s when I always refer to Bill Gates and his perfect statement, “If I were down to my last dollar, I would spend it on public relations.”

WFA: In your opinion, what will be the main difference between the marketing industry today and five years from now?

DH: Huge. As I already mentioned, Artificial Intelligence will play a key role, especially five years from now, while enabling highly personalized, real-time client interactions. We’ll surely witness even greater integration of technology in marketing. The industries will continue to evolve rapidly, primarily focusing on sustainability and ethical practices becoming a standard rather than an exception. The importance of data privacy and security will also continue to shape communications strategies, and the boundary between online and offline experiences will blur further.

WFA: What is the key to a successful marketing campaign?

DH: Budget! Big budget! (laughing) Jokes aside, the success of any campaign depends on a combination of many different factors but with a clear main objective. It is always important to define what you wish to achieve and set a roadmap for the desired ROI.

First and foremost, define your target audience and address their needs. Define which tone of voice you will use to make them listen, and eventually, if you’ve done your part right, they will even start to “sing.”

The approach is quite different, depending on whether you are trying to build brand awareness, upsell, launch a new product or specific service, trying to generate more leads, or anything else you wish to advertise.

The question is very similar to those journalists are required to tell the news. It’s based on 5W rule – Who (is your target audience), Where (will you reach your target audience – social media, events, webinars, etc.), When (use the momentum and schedule accordingly), What (are you promoting), Why (have a purpose).

Once you define those parameters and set the main objectives, you will know how and where to place your budget. It’s an excellent opportunity to test and deliver even better results in the second phase, if necessary.

But one thing should be a constant vertical, despite the goal you are trying to achieve, and that is creativity. A unique approach to delivering a compelling message is essential, and once you set up your tone of voice, it should be consistent across all channels. Consider it as your own brand’s signature!

WFA: What advice do you have for World Future Awards nominees to improve their chances of being recognized for innovative initiatives?

DH: If I had to summarise it in only a few words, my only advice to World Future Awards nominees would be: Be Unique. Be Bold. Be Innovative. Be a Game-changer.

I am sure all of us have had an experience of going to the cinema, theatre, or concert, where the show we watched left us with a portion of great food for thought, and we would talk about its “taste” for days after.

Let that be your lead, not only in this race but in all your campaigns and initiatives that would make a difference while creating a more profound meaning and an impact in society.

Stay curious and continuously seek out opportunities for innovation. Don’t be afraid to take calculated risks, and even though it sounds like platitude, always tend to think outside the box. Dance on it! Embrace change and technology, as they can become powerful partners of your innovation. Always prioritize the customer’s perspective and strive to create real value for them.

Finally, be resilient, as the path to innovation may involve setbacks, but persistence often leads to breakthroughs. And since I told you I love quotes, let me wrap it up and inspire your readers with such great wisdom from Morgan Richard Olivier:

“If you knew the extent of what a person had to endure to have the impact, empathy, and outlook they have today, you wouldn’t be intimidated.
You would be empowered.” 

To learn more about Dora, visit her LinkedIn profile.