Arfa Syed

Arfa Syed is a behavioural scientist, insights leader and human-centered AI researcher with more than 15 years of experience.

Her work sits t the intersection of consumer psychology, marketing research, brand strategy and transformation. She currently serves as Senior Vice President and partner at OULA, where she works with organizations to decode changing consumer behavior, cultural shifts and the forces shaping future markets.

She is also Chief Prompt Architect at MARK.ai, where her work explores the intersection of artificial intelligence, human cognition and decision-making. Across her career, Arfa has advised and worked with leading brands including Unilever, Nestlé, PepsiCo, Coca-Cola and Meta and so many more.

She is particularly interested in how AI is changing the way people think, learn, create, decide and interact, and what this means for brands, businesses and the future of human capability.

An international speaker and facilitator, Arfa has delivered multiple executive workshops and has presented at global industry platforms including ESOMAR. Her work today sits at the intersection of consumer futures, behavioral science, AI and human possibility, helping organizations understand not just where markets are going, but how people themselves are changing.