Guda van Noort

Prof. Guda van Noort is a Professor of Persuasion & New Media Technologies at the University of Amsterdam's Faculty of Social and Behavioural Sciences, within the Department of Communication Science. She also serves as Director of the SWOCC Foundation, promoting collaboration between academic research and professional communication practices. Her work focuses on the persuasive potential and ethical implications of emerging technologies like AI, blockchain, and AR/VR in marketing and media contexts.

Van Noort holds a PhD from Vrije Universiteit Amsterdam (2008) and has been affiliated with UvA since 2007, progressing from lecturer to her current professorship. Her research bridges theoretical communication science with practical industry challenges, addressing topics such as algorithmic persuasion, digital privacy, and cross-platform advertising strategies. She leads interdisciplinary projects funded by grants like the NWO Creative Industries Flagships Program and collaborates with international institutions like Tilburg University's Cogito Research Center.

Her academic contributions include over 50 peer-reviewed articles in journals like International Journal of Advertising and Journal of Interactive Marketing. Key areas of expertise include computational advertising, influencer dynamics, and the psychological mechanisms behind digital engagement. Van Noort actively bridges academia and practice through SWOCC initiatives like podcasts, webinars, and hybrid events to disseminate actionable insights.

Her teaching emphasizes critical analysis of media ecosystems and ethical technology use. Current research agendas explore blockchain's role in ad transparency, voice-assistant persuasion, and the societal impacts of algorithmic systems. She advises on balancing technological innovation with consumer welfare, advocating for responsible design in digital communication tools.