Professor Kieran Fernandes, Vice President of Durham University, gives an academic presentation at our college

On the afternoon of May 5, 2023, Invited by Professor Xie Yuantao, Dean of School of Insurance of UIBE, Professor Kieran Fernandes, Associate Vice President of Durham University, shared an academic report on the theme of Artistic Intelligence and Gamification through an online conference.This report was presided over by Zhang Yu, a teacher from the Department of Risk Management and insurance. Professor Wu Weixing, Vice President of the University of International Business and Economics, Professor Xie Yuantao and more than 30 other teachers and doctoral students attended the report meeting offline or online.

Professor Kieran Fernandes is responsible for managing the direction of the development of research and business engagement of Durham University. He also serves as Executive Dean and Professor of Operations Management at Durham University's School of Business. In addition, Professor Fernandes has served at the University of York and the University of Warwick in the UK and has been awarded honorary titles such as invited professor, visiting professor, and academic advisor by several top universities worldwide. His current research focuses on theoretical and technological innovation in the global business and financial fields, and through the construction of basic theories and innovative models, he is committed to solving practical problems that arise in the development of business society and company operations management.

At the beginning of the report, Professor Fernandes first reviewed the history and future development trends of artificial intelligence, and through vivid cases and questions, sparked people's thinking about its application prospects. Subsequently, Professor Fernandes analyzed the digital gaming industry as an example, providing a detailed introduction to the market situation of the gaming industry and the beneficial impact of digital games on players' abilities, perceptions, and psychological emotions. He further proposed the keyword Gamification for this report, which aims to realize the potential of digital games by transferring game design elements into the real environment. On this basis, Professor Fernandes also shared a series of application examples and research results related to gamification, providing detailed answers to three important questions on how digital games promote business models, scientific research, and social welfare development. He also provided prospects for the market and future research fields of digital games.

Teacher Zhang Fan, Teacher Yu Chan, and Professor Fernandes conducted in-depth discussions on how to make the beneficial impact of digital games benefit more residents, and how government departments should play a role in promoting the healthy development of the digital game industry. Through the sharing of the report, the attending teachers and students gained new understanding of artificial intelligence and digital games from the perspectives of business and society, and benefited greatly.