Sara Portell
Sara Portell
Behavioural Scientist | Human-AI Interaction | Founder @ HCRAI | PhD Researcher (Psychology & AI) | Certified AI Ethicist | AIMS Auditor (ISO42001) | xShopify, xExpedia
Behavioural Scientist | Human-AI Interaction | Founder @ HCRAI | PhD Researcher (Psychology & AI) | Certified AI Ethicist | AIMS Auditor (ISO42001) | xShopify, xExpedia
Sara is a behavioural scientist and AI strategy and ethics practitioner with over 17 years of experience working across product strategy, behavioural research, and innovation in global technology organisations (i.e., Shopify, Expedia, F-Secure, Unit4).
Her work combines academic rigour with real-world practice. She holds an MSc in Strategy and Management of International Business (ESSEC), an MSc in Behavioural Science (LSE), and is completing doctoral research in Psychology and AI at Universidade Católica Portuguesa.
Sara is an Oxford-certified AI ethicist and an ISO/IEC 42001 AI Management Systems auditor. Through HCRAI, she supports organisations in understanding how people interact with AI systems in practice, and in making informed decisions around safety, ethics and governance.
Sara is a behavioural scientist and AI strategy and ethics practitioner with over 17 years of experience working across product strategy, behavioural research, and innovation in global technology organisations (i.e., Shopify, Expedia, F-Secure, Unit4).
Her work combines academic rigour with real-world practice. She holds an MSc in Strategy and Management of International Business (ESSEC), an MSc in Behavioural Science (LSE), and is completing doctoral research in Psychology and AI at Universidade Católica Portuguesa.
Sara is an Oxford-certified AI ethicist and an ISO/IEC 42001 AI Management Systems auditor. Through HCRAI, she supports organisations in understanding how people interact with AI systems in practice, and in making informed decisions around safety, ethics and governance.