Artificial intelligence (AI) is transforming industries worldwide, but for Notre Dame’s Lecturer in Marketing and Postgraduate Research Coordinator Dr Umme Hani, its greatest potential lies in creating social and environmental good.
Dr Umme Hani’s research investigates how organisations build the capabilities to use data, analytics and AI responsibly.
Her recent publication, ‘AI-powered CRM capability model: Advancing marketing ambidexterity, profitability and competitive performance’, examines how AI can transform customer relationship management by helping organisations better understand customer behaviour while balancing innovation with efficiency.
We sat down with Umme to explore how her research is helping organisations turn AI into a force for social and environmental good, without negatively impacting business performance.
Could you introduce yourself and your area of expertise?
I am Umme Hani, a marketing lecturer at the University of Notre Dame Australia in Sydney. My research focuses on AI, big data analytics and digital innovation. I study how organisations use data to improve decision-making, enhance customer relationships and contribute to broader goals such as sustainability, poverty reduction and gender equity.
How does your research contribute to Notre Dame’s transformative research themes?
My work aligns closely with Notre Dame’s values of human dignity, social justice and stewardship.
At a broad level, my work explores how emerging technologies like AI can create not only economic value but also have a meaningful societal impact.
For example, my research on AI in the fast‑fashion industry examines how predictive analytics can reduce carbon emissions. I also explore how data-driven innovation supports financial inclusion and empowers female entrepreneurs in developing communities.
My research examines how ethical principles can guide technological innovation and contribute to sustainable and inclusive development, which is something I believe sits at the heart of Notre Dame’s transformative mission.
What inspires your research journey?
Growing up in a developing country, I saw poverty, environmental pollution and gender inequality. These observations stayed with me and influenced the direction of my work. What continues to motivate me today is seeing how research and innovation can create real social and environmental impact.
How did you become interested in the intersection of AI and CRMs?
This interest developed as part of my broader work on data-driven innovation. In many ways, CRM systems are a starting point for exploring a larger question that still guides my research today: how can data-driven technologies be embedded in organisations in ways that create both economic value and long-term societal impact?
What future impact do you hope your research will create for industry, customers and the broader community?
I hope my work helps organisations adopt AI in a strategic and responsible way, through improving the decision‑making process, enhancing customer experience and supporting sustainable and socially minded business practices. At the same time, AI is unlikely to solve all the challenges organisations face around acting responsibly. These are complex issues, but there are important opportunities for an interdisciplinary lens to contribute to that broader discussion and support more informed decision-making.
What does collaborating with your co‑authors enable you to achieve that wouldn’t have been possible alone?
Collaboration is essential. Each co‑author brings a unique strength to the project, whether it be deep industry knowledge, methodological expertise, analytical skills or formulating data logically. Together we can tackle complex issues and produce more impactful research than one person could alone. A key strength of my work is its international research collaboration. I work with co-authors based in the UK, UAE, France, Cyprus, and India. This global perspective allows us to approach challenges from different contexts and bring together complementary disciplinary insights. That diversity of perspectives really strengthens both the quality and relevance of the research knowledge.
What was the most challenging aspect of conducting this research and how did you overcome it?
One of the biggest hurdles was understanding how organisations apply data-driven technologies in real-world contexts, as practices vary widely. By combining strong theoretical thinking with empirical data and industry insights, we were able to bridge the gap between academic research and practical application.
Your recent work spans fast fashion, climate action, poverty and gender equity. What ethical issues should be prioritised as AI becomes more embedded in society?
Fairness, transparency, sustainability and digital access are all critical issues. AI can reinforce historical biases, operate in non-transparent ways or accelerate production and consumption if used irresponsibly. So, today’s ethical challenge is not about developing AI, it’s about governance, accountability and ensuring that innovation aligns with social and environmental responsibility.
In what sector do you see AI having the biggest impact in the next five years?
I believe AI will influence almost every sector, but things in some areas are moving particularly quickly because of real-world pressures. Healthcare is one example, given our aging population and rising costs. Finance, retail, supply chains and climate‑energy systems are also rapidly moving sectors. These industries face urgent demands and have abundant data, making them obvious candidates for AI-driven transformation.
I also think it is important to reskill and upskill our graduates with discipline-specific AI knowledge so they are prepared to tackle these complex challenges. While there is understandable concern about job losses, I see this more as a shift than a reduction. When organisations use AI strategically, it helps them better understand where to invest, where to grow, and how to allocate their resources. That, in turn, can create new roles and opportunities rather than simply replacing existing jobs
Is there a piece of advice you’d give to aspiring researchers beginning their own journey?
Stay curious and focus on solving meaningful problems. Research can be challenging, but it is incredibly rewarding when your work creates real-world impact.
I would encourage early-career researchers to embrace interdisciplinary thinking, because many of today’s most important research questions lie at the intersection of technology, business and sustainability.
Finally, persistence is key. High-quality research takes time, but the opportunity to contribute to knowledge and societal progress makes the journey worthwhile.
To find out more, read Umme’s recent papers, including “AI-powered CRM capability model: Advancing marketing ambidexterity, profitability and competitive performance“, “Navigating institutional and capability barriers in agentic artificial intelligence adoption: evidence from small and medium enterprises in Bangladesh” and “How can data-driven service innovation transform hybrid business offerings in global markets?”.
Dr Umme Hani is a Lecturer in Marketing at the School of Law & Business, University of Notre Dame Australia. She welcomes opportunities for HDR supervision and research collaboration in her research area.
