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About Ganna

Ganna Pogrebna is Professor of Behavioral Business Analytics and Data Science at the University of Sydney. She also serves as a Lead of Behavioral Data Science strand at the Alan Turing Institute – the national centre of excellence for AI and Data Science in London (UK), where Ganna is a fellow working on hybrid modelling approaches between behavioural science and data science (e.g., anthropomorphic learning). Ganna published many articles in high-quality peer-refereed journals. She also currently serves as a methods editor at Leadership Quarterly and an associate editor of Judgement and Decision Making journal.


Ganna studied Economics at the University of Missouri Kansas City (US) and the University of Innsbruck (Austria). She holds a Ph.D. in Economics and Social Sciences. Before coming to Sydney, Ganna worked at Columbia University in New York (USA), the University of Bonn (Germany), Humboldt-Universität zu Berlin (Germany), the University of Innsbruck (Austria), the University of Warwick (UK), and the University of Birmingham (UK).

Best way to contact Ganna is via gpogrebna[at]

Ganna's Work

Blending behavioral science, AI, computer science, data analytics, engineering, and business model innovation, Ganna helps cities, businesses, charities, and individuals to better understand why they make decisions they make and how they can optimize their behavior to achieve higher profit, better social outcomes, as well as flourish and bolster their wellbeing. Her recent projects focus on smart technological and social systems, cybersecurity, human-computer and human-data interactions and business models. Her recent most impactful projects concentrated on applications of behavioral data science to media industry as well as on cybersecurity as a behavioral science. She also works on behavioral data science applications to consumer choice, health, advertising, sustainability, Formula 1, and smart cities.

Ganna’s work on risk analytics and modelling was recognized by the Leverhulme Research Fellowship award. In January 2020, she was also named as the winner of TechWomen100– the prize awarded to leading female experts in Science, Technology, Engineering and Mathematics in the UK. She is also named as one of 20+ Inspiring Data Scientists by the AI Time Journal.

Ganna runs the Data Driven blog on YouTube, cybersecurity blog CyberBitsEtc, as well as Inclusion AI. blog. She is also an occasional contributor to the VOXEU blogBBC blog, and the Alan Turing Institute blog. Her work is regularly covered by the traditional as well as social media. For example, her recent research on COVID19 was covered by the National Geographic. Ganna is one of the contributors to the Oxford Handbook of AI Ethics. She is also currently co-editing the Cambridge Handbook of Behavioral Data Science, which is due to be published in 2022.


Ganna works in Behavioural Data Science since 2013. Her research work bridges behavioural science, social psychology, data science, AI and engineering.  She is interested in analysing individual and group decision-making under risk and uncertainty (ambiguity) using laboratory experiments, field experiments and non-experimental data. She studies how decision-makers reveal their preferences, learn, co-ordinate and make trade-offs in static and dynamic risk and uncertain (ambiguous) environments  Her academic work aims to develop quantitative models capable of describing and predicting individual and group behaviour in static and dynamic situations in the face of risk and uncertainty (ambiguity) at scale. 


Before joining academia, Ganna worked in private sector in retail, marketing and distribution, and personal finance (American Express Financial Advisors, currently, Ameriprise Financial, US). She also has experience in working in public sector (Council of Europe, France). In her work as a consultant, she offers advice to businesses and policymakers helping them to understand and predict customer choices and to develop strategies for managing risks related to consumer behaviour.  In recent years, Ganna have completed behavioural data science consultancy projects for various private and public organisations in the UK, EU, Australia and the US. Ganna is fortunate to have expertise in economics, decision science, and data science which allows her to provide valuable help to companies and cities in many real-life projects requiring market assessment and/or in engineering responsible behavioural change at scale. Some of the organisations Ganna previously engaged with are listed below:


Currently Ganna teaches courses in Behavioural Data Science, Cyber security, Business Analytics, and Data Science.

In 2021, Ganna taught the following units at the University of Sydney: Business Transformation with Analytics and AI, Visual Data Analytics, and Advanced Business Analytics. In the past, Ganna have taught courses in Microeconomic Theory and Econometrics in various universities. At the University of Warwick, she taught a module in Experimental Economics at the MSc level, Executive Digital Leadership at the Warwick Business School, a wide variety of master classes in Decision Theory, Behavioural Data Science, Business Analytics, AI, Microeconomics and Decision Theory in the Digital Domain to PhD and EngD students. In 2017-2019 Ganna also taught an undergraduate module in Game Theory to 3rd year students at the University of Birmingham. This module received the Digital Innovation Prize in 2018. 


Ganna supervises MSc and PhD students on topics related to Behavioural Data Science, AI, Data Science and their applications.