Professor Ting Li from Rotterdam School of Management, Erasmus University (RSM) has been awarded funding by the Convergence in AI, data & digitalisation to implement her Convergence AI Lab – Immersive Tech proposal. The €1.2 million grant for Prof. Li and research partner Professor Elmar Eisemann from Delft University of Technology (TU Delft) was announced at the grand opening of 'Immersive Tech Space' at the Erasmus Centre for Data Analytics.  

The funding is dedicated to advancing the Convergence of AI, Data, and Digitalisation in immersive technologies. The collaborative effort between RSM and TU Delft will support four PhDs over the next four years within the new Immersive Tech Lab housed in the Immersive Tech Space.

Social inclusion and business value

The Immersive Tech Lab is set to continue exploring the transformative potential of virtual reality (VR), augmented reality (AR), mixed reality (MR), and holography. The researchers aim is to delve deeply into immersive technologies, unlocking their potential for both fundamental and innovative applications. This grant will facilitate the extension and expansion of Professor Ting Li’s research in AR for social inclusion, and her research in VR for business value.

The research team plans to engage in multidisciplinary research, collaborating with both existing and new partners. Their mission is to create tangible real-world applications and foster collaborations across diverse domains, to enhance the practical impact of our research. Prof. Li says they plain to collaborate with new PhD researchers, faculty members and industry partners to exchange valuable insights and shape the future of immersive technology.

The Lab will focus on expanding virtual environments, enhancing immersive data visualisation, exploring multimodal augmentation, and refining information system analysis. Each of the four thematic areas, tied to a PhD project, builds upon the foundation of the researchers’ previous work. These themes cover aspects like social integration, decision-making, spatial computing, and data science.

Professor Ting Li

Ting Li is professor of digital business in RSM’s Department of Technology and Operations Management. She is the founding member and the academic director of digital business practice of the Erasmus Centre for Data Science and Business Analytics (ECDA). Prof. Li is an expert in digital strategy, ecommerce, social media analytics, mobile marketing, business analytics, online advertising, and pricing and revenue management. She has been a visiting professor at the Wharton School of Business, Temple University, Arizona State University, City University of Hong Kong, and Tsinghua University. Her research interest focuses on the understanding of the strategic use of information and its economic impacts on consumer behaviour and firm strategy. 

More information

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top-ranked business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers.

For more information about RSM or this release, please contact Erika Harriford-McLaren, communications manager for RSM, on +31 10 408 2877 or by email at

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