Saba Orfi

Saba Orfi is a Doctoral Researcher in Marketing at Oulu Business School, University of Oulu. Her research examines how customers engage with and experience AI-enabled services, with a particular focus on the emotional, cognitive, and physiological dynamics that unfold during interactions with intelligent systems.

She is especially interested in how individuals can simultaneously hold positive and negative evaluations when interacting with technologies such as chatbots, how these ambivalent responses shape overall experience and engagement, and how they connect to emerging perceptions of companionship and social connection with AI.

Adopting a multimodal perspective, she combines qualitative and quantitative methods with biosignals, such as electrodermal activity (EDA) and heart rate, to capture both subjective self-reported experiences and objective physiological responses. This approach allows her to trace how emotions and judgments dynamically evolve during technology-mediated service encounters.

Alongside her academic work, she brings international industry experience in global headhunting and sales, grounding her research in practical perspectives on technology use and market interactions across diverse contexts.