Dr. Samer Muthana Sarsam is an Assistant Professor at the School of Management, Coventry University, United Kingdom. His research spans several areas, including Business Analytics, Artificial Intelligence, Data Mining, Machine Learning, and Decision-making. As part of his work, Dr. Sarsam applies various data mining and machine learning techniques to process neurological signals, such as electroencephalography (EEG) and physiological measures like eye-tracking. He has published numerous articles in esteemed peer-reviewed journals, presented at prestigious conferences, and served as a referee in competitions in the field of Artificial Intelligence. In recognition of his contributions, Dr. Sarsam was awarded the Silver Medal of Excellence in Research by the Marketing Research Society in 2021, London, UK.