Dr. Hanlie Smuts is an associate professor in the Department of Informatics at the University of Pretoria since 2017. During her tenure in industry, she delivered consistent customer relevance across all digital touch points by empowering customers through convenient and effective self-service, and by driving growth through personalized digital offerings and adjacent ecosystems. Her lecturing and research role focuses on IT and the organization, with particular emphasis on Society 5.0, digital transformation, big data management, artificial intelligence and knowledge management. Dr Smuts is the deputy chair of the Knowledge Management South Africa (KMSA) board and has published several papers and book chapters in her field of study.