Urška Starc-Peceny (female), PhD, has gained an international education in Slovenia, Italy and Austria. Her PhD thesis in Business Communication with specialization in the New Media and Technologies entitled “Netlife” has paved the way in 2001 in research of collaboration design in the reality, in which AI and big data play an increasing role. From Europe to Middle East, she has gained 20+ years of experience as an entrepreneur. 

As Chief Innovation Officer at Arctur Ltd., she currently leads the Tourism 4.0 department focused on spreading the technologies from Industry 4.0 into tourism to create a future, in which we all want to live in. Living between Slovenia and Vienna, Austria, where she hacks the collaboration formats as lead of the NASA Space Apps Challenge in Austria, she is also a university lecturer in smart-related topics.