John Bustard

Dr John Bustard serves as Senior Lecturer in Digital Transformation within the Department of Management, Leadership and Marketing at Ulster University Business School. Based at Belfast campus (Room BC-10-217) and Jordanstown Campus, he actively contributes to research and teaching across artificial intelligence, digital marketing, and tourism disciplines while maintaining strong industry connections through projects with organizations like Profile Tree LLP.

His research fingerprint reveals dominant expertise in Artificial Intelligence (100% prevalence), Tourism (95%), and Education (64%), with significant contributions to Digital Marketing (57%), Information Technology (43%), and Mobile Technology (41%). Current work emphasizes generative AI integration in educational settings, co-creation frameworks, and digital transformation strategies for SMEs, reflecting strong alignment with UN Sustainable Development Goals through educational innovation and technological advancement.

Publication trends since 2023 demonstrate intense focus on AI-driven educational transformation, with multiple studies on generative AI in digital marketing curricula and student AI literacy development. His research increasingly bridges business education with practical AI implementation, while maintaining foundational work in tourism technology and co-creation models.

Major recognitions include:

• CMALT Certification (2020) for learning technology expertise
• Distinguished Collaborative Education Excellence Fellowship (2022)
• Education Excellence Award Winner (2019/2020)
• Gen AI in Education "Team of the Year" (2025)
• Research Impact Excellence Award (2017)

Bustard leads significant research initiatives including the Department for the Economy-funded "Engaging Tomorrow's Talent" project (2024) and the KTP Programme with Profile Tree LLP (2021-2023), focusing on transformative marketing technologies for SMEs. His advisory capacity centers on doctoral supervision, with no formal PhD students listed in current records.

He operates within Ulster University's Business School living lab ecosystem, evidenced by recent AI literacy initiatives, and collaborates extensively through frameworks like the EASEL conceptual model for holistic digital transformation. Current team activities include the award-winning Gen AI in Education consortium and international business implications research across multiple continents.