Carlos Flavián (Professor of Marketing, University of Zaragoza; Spain) leads the METODO Research Lab. His research primarily focuses on human-technology interactions, spanning from internet usage to Industry 4.0 technologies like generative artificial intelligence, virtual reality, augmented reality, and service robots. Particularly, he analyses the perceptions, intentions, and actual behavior of users with new technologies, paying special attention to the lights and shadows of these interactions. Clarivate recognized him as a Highly Cited Researcher in 2023 and 2024, and the Stanford University List ranked him as Spain's most impactful marketing author and in position 64th worldwide. He holds relevant editorial positions in different scientific journals and currently has an h-index of 80 and over 35,000 citations in Scholar.