Irina Heimbach

Dr. Irina Heimbach is an Assistant Professor of Digitalization at the WHU Otto Beisheim School of Management, affiliated with the Marketing and Sales Group. Her research focuses on sustainability in digital technologies, including the underrepresentation of women in IT professions, algorithmic literacy, information privacy protection, and ethical AI usage. She teaches courses addressing UN Sustainable Development Goals through web applications, as well as ethical issues in AI and data analytics at both BSc and MSc levels.

Her recent work explores robo-biased reviews and the ethical dimensions of marketing automation. Key publications include analyses of chatbot-mediated review systems and the dark side of data analytics in healthcare contexts.

Dr. Heimbach’s research combines digital ethics with social media dynamics, emphasizing responsible innovation and regulatory frameworks. She contributes to interdisciplinary discussions on technology’s societal impact, particularly in ensuring equitable digital access and protecting consumer rights.