Judith Helmer

I am a Postdoctoral Researcher at Tampere University and a Researcher at FH Münster University of Applied Sciences, where I serve as Head of Business Development & Strategic Partnerships at the Science-to-Business Marketing Research Centre.

I completed my PhD at the University of Adelaide in January 2026. My research examines market shaping and artificial intelligence, particularly how generative AI and other digital technologies exercise agency in market and service system transformation. At Tampere University, I contribute to the TRANSFORM-AI project, studying how AI can support companies in shaping markets and overcoming cognitive biases that may constrain innovation and growth. My work connects theory with practice through interdisciplinary research and collaboration with organisational and societal stakeholders.

My expertise lies at the intersection of marketing, market shaping, artificial intelligence, digital transformation and computational modelling. I study how digital technologies—including generative AI—participate in shaping markets, influence organisational and human decision-making, and contribute to the transformation of complex market systems.

I develop agent-based models that represent interactions among human, organisational and technological agents. These models can be used to investigate emerging market dynamics, test alternative scenarios and support digital market forecasting. My methodological research aims to further advance agent-based modelling as an approach to studying complex, technology-enabled markets.

• 2026: PhD Candidature Completion "Shaping Markets through Digital Technologies", University of Adelaide, AU
• 2025: Best Paper Award "Systems and Network Theory", Naples Forum on Service 2025, Sorrento, IT
• 2024: Best Presentation Award “Innovation Ecosystems”, UIIN Conference 2024, Madrid, ES
• 2023: Best PhD Research Proposal Award, Naples Forum on Service 2023, Ravello, IT
• 2021-2025: PhD Scholarship, University of Adelaide, AU
• 2021: Best Master Graduate, FH Münster University of Applied Sciences, GER
• 2016: Best Bachelor Graduate, Business and Information Technology School Iserlohn, GER
• 2013-2016: Study Scholarship, German Academic Scholarship Foundation, GER

My research aims to advance understanding of how emerging digital technologies, particularly generative artificial intelligence, participate in shaping markets and transforming service systems. I seek to develop perspectives that move beyond treating technology solely as a human-controlled tool and instead account for the agency created through interactions among people, organisations and technologies.

A central methodological goal of my research is to further advance agent-based modelling for digital market simulation and scenario-based forecasting. By modelling heterogeneous human, organisational and technological agents, I aim to examine how their interactions produce emergent market structures and trajectories. These models can support the systematic exploration of alternative technological, organisational and policy interventions.

• Market shaping
• Complex and adaptive market systems
• Digital technology agency
• Artificial intelligence and generative AI
• Human–AI hybrids and interaction
• Agent-based modelling
• Digital market simulation
• Scenario-based market forecasting

2026–present
Postdoctoral Researcher, Business Studies, Tampere University, Finland

2020–present
Researcher, Science-to-Business Marketing Research Centre, FH Münster University of Applied Sciences, Germany
Current additional role: Head of Business Development & Strategic Partnerships

2021–January 2026
PhD Candidate/Doctoral Researcher, School of Marketing, University of Adelaide, Australia
Research topic: Shaping markets through digital technologies
PhD completed in January 2026

• Kaartemo, V., Schepis, D., Helmer, J., Nenonen, S., & Storbacka, K. (2026). The influence of human–GenAI hybrids on service system transformation mechanisms. Journal of Service Research. Advance online publication. https://doi.org/10.1177/10946705261448291
• Helmer, J., Hawa, J., & Plewa, C. (2025). Digital technology as market shaper: A typology of digital technology roles for shaping markets. Electronic Markets, 35, Article 6. https://doi.org/10.1007/s12525-024-00751-x
• Helmer, J., Huynh, T.-M.-T., & Rossano-Rivero, S. (2022). Teaching digital innovation processes for services in higher education. Procedia Computer Science, 207, 3469–3478. https://doi.org/10.1016/j.procs.2022.09.405
• Helmer, J., Huynh, T.-M.-T., Łobacz, K., Kör, B., & Wakkee, I. (2021). Innovating digitally for services: A review of innovation process literature focused on digital innovation and service innovation. Procedia Computer Science, 192, 2797–2806. https://doi.org/10.1016/j.procs.2021.09.050