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Martina Čaić is an Assistant Professor in Strategic Service Design and the leader of the ENCORE (Engaging Co-Design) research group. She holds a PhD from Maastricht University in the Netherlands, where she was a Marie Curie Fellow funded by the Service Design for Innovation Network (SDIN). Martina’s research interests are at the intersection of service management, service design, and emerging technologies (e.g., AI, social robots, chatbots). She studies interactions between AI-powered agents and humans in diverse public and private service settings (e.g., healthcare, education, financial, and industrial services) with a focus on value co-creation, well-being, ethical implications, and organizational transformation.