Josef Baker-Brunnbauer worked for over 20 years in various fields for start-ups and established companies in international projects for market-leading clients. He now consults companies on business model innovation, product innovation, change and digital transformation projects through his consulting company product-xyz.com and leading research projects for SocialTechLab.eu. His research focus is chiefly on socio-technical systems, trustworthy artificial intelligence and its social impacts. A member of the AI Alliance of the European Commission, he holds a joint master's degree in international business administration (MBA) from LIMAK Johannes Kepler University, Linz (Austria) and Tsinghua University, Beijing (China); a degree in software engineering; a diploma in life counselling and coaching (LSB); a diploma in enterprise design thinking from IBM; a joint diploma in product management from the Marketing Academy Munich (Germany) & University of Applied Sciences Upper Austria; and a master's degree in psychosocial counselling (MSc) from the Karl-Franzens University of Graz (Austria).