Dr Alex Zarifis research and teaching are on the practical applications of technology in business. Before the University of Southampton, he worked at several academic institutions including the University of Cambridge, University of Manchester and the University of Mannheim. He is currently a research affiliate of the Cambridge Center for Alternative Finance (CCAF). Dr Alex has worked on large EU and UK funded research projects at the Karlsruhe Institute of Technology (KIT) and Loughborough University. He obtained his PhD from the University of Manchester.

His research interests include trust, electronic business, artificial intelligence, blockchain, Fintech and Insurtech. He has over forty publications and his work has featured in journals such as Computers in Human Behaviour, Information Technology and People, Electronic Commerce Research, International Journal of Electronic Business and Internet Research.

He has explored cryptoassets such as cryptocurrencies since 2012. As part of this research, he published the first peer reviewed research on trust in digital currencies in the world in 2014. He also participated in creating the first government recognised, university degree on blockchain technologies in the world.

Dr Alex has published extensively on trust in different technologies and business models. His research has explored the role of trust in (1) AI, (2) financial technology-Fintech, (3) insurance technology-Insurtech, (4) cryptocurrencies and blockchain, (5) multichannel retail, (6) virtual worlds and the metaverse, (7) the sharing economy, (8) online collaboration and learning, (9) e-health, and (10) ransomware attacks.

Dr Alex Zarifis at the University of Cambridge, UK