Zoha Zoya is a Creative Director and Head of Experience Design at R/GA London. For the last 10 years, she led the strategic and experience design thinking for multiple innovative products and services across sectors. She combines human-centred design and technology to craft smart and connected brand experiences. She worked with a variety of global brands including; Nike, Samsung, Google, Le Creuset, Rimowa, Magic Leap, Eurosport, NBK and Akbank. She was part of the service design leadership team for R/GA’s London Ventures award winning program 2018. She contributes to thought leadership, including a written article in The Guardian about the progression of financial services in the Middle East. She has been running workshops and presenting talks about AI impact on creativity with organisations like Advertising Week, Hyper Island, Future London Academy, LoopMe AI and iXDA.