Research themes
Research
I am interested in how platforms and AI systems organise information and influence—and in the methodological problem of studying systems that are constantly changing and only partly observable.
Influence and information
I study how influence works through social media platforms and creators. Much of my work has focused on advertising, monetisation, and disclosure in the creator economy; more recently, I have also been looking at political content and questions around information integrity.
AI-mediated information
More recently, I have been studying what happens when generative AI becomes an intermediary between people and the web: how systems search for information, choose sources, construct recommendations, and make commercial advice visible. I am particularly interested in consumer advice and other settings where these choices can influence what people buy or trust.
Studying platforms from the outside
A recurring problem in my work is that the systems I want to study are not built to be studied. I work on methods for collecting, auditing, and comparing platform and AI outputs, with a particular interest in measurement: what we can actually observe, how stable our measurements are, and what conclusions the available data can support.
Methods
Across these projects, I use methods from NLP, machine learning, and computational social science, often in collaboration with legal researchers. I care about measurement and reproducibility, particularly when messy concepts from law, policy, or human behaviour have to become labels, datasets, and computational tasks. That translation is rarely as clean as the final numbers make it look.