Benedetta is a PhD researcher and St Edmund Hall-HEC scholar at the Oxford Internet Institute. She specialises in how digital technologies shape the conditions under which we work, create, and produce.
As efficiency and optimisation become the dominant logic organising production, her research asks what becomes of the forms of creative expertise that do not easily submit to that logic. Might certain kinds of human knowledge become more culturally and economically significant not despite automation, but because of it? To answer this, her ethnographic fieldwork takes her to craft producers operating at the high end of the market, where the relationship between human expertise and commercial value is particularly charged.
The current project builds on her MSc research at the OII, which traced how platform-led commerce restructures markets and working lives in Western economies. Her perspective is grounded in direct industry experience: before Oxford, Benedetta worked in commercial strategy and partnerships at TikTok and led the development of an AI-powered health personalisation platform at Healf. She holds a BSc in International Management from King’s College London and continues to work across research and practice, advising on product strategy in cultural and creative sectors.
Digital Economy, Social and Critical Theory, Labour and Culture, Datafication, Craftsmanship.
