Gerrit Rooks

Gerrit Rooks is an Assistant Professor of Human Technology Interaction at Eindhoven University of Technology (TU/e) in the Department of Industrial Engineering and Innovation Sciences. His research focuses on how social embeddedness in networks affects human performance and innovation, with particular interest in technology applications for social connection in vulnerable populations like the elderly.

Dr. Rooks holds an MSc in Social Psychology & Statistics from Groningen University and a PhD in Sociology from Utrecht University. Since 2006, he has been a visiting professor at Makerere University Business School in Uganda, where he conducts workshops and supervises PhD students.

His interdisciplinary research integrates:

• Social network analysis in developing economies
• Behavioral impacts of transaction cost economics
• AI trust and human-computer interaction
• Technology-enabled social capital development

Publication trends show strong focus on adaptive AI systems, economic behavior in developing contexts, and innovation processes in micro-enterprises. Recent work explores trust dynamics in human-AI collaboration through longitudinal studies.

Awards & Recognition:

• NWO Prize for entrepreneurial mindset transformation in Uganda (2014)
• Industry recognition for procurement network research (2014)
• Professional excellence award in service design (2010)

Dr. Rooks leads projects developing AI connection coaches for lonely individuals and maintains international collaborations through the TU/e Human Technology Interaction lab.