Dr. Duncan Houldsworth is a Lecturer in Information Systems with deep expertise in data analytics, artificial intelligence, and enterprise technology strategy. His research focuses on how mature, regulated organizations move from generative AI experimentation to scaled, sustained value, with particular attention to leadership engagement, governance design, organizational learning, and the operating models required to industrialize AI responsibly. He holds a Doctorate in Business Administration from Pepperdine University’s Graziadio School of Business and Management.

Dr. Houldsworth’s academic training spans an Executive MBA from Northwestern University’s Kellogg School of Management, an MSc in Marketing Management and Strategy from Nottingham Business School, and a BA in Political Science from the University of Warwick.

At Chapman University’s Argyros College of Business and Economics, Dr. Houldsworth designed and delivered graduate coursework in Applied Business Analytics and Foundations of Business Analytics. He mentored more than 500 students, supporting their progression into industry roles and advanced study. He also served as Academic Director, leading the design, development, and launch of Chapman’s Master of Science in Business Analytics program.

Professionally, Dr. Houldsworth has held senior executive leadership roles in marketing science, analytics, and data strategy across global enterprises and media and technology organizations. He has led large-scale analytics and measurement programs, advised executive stakeholders on data and AI-driven transformation, and built cross-functional teams that translate advanced modeling into operational decision systems. He is also the founder of Purseia, a data strategy consultancy supporting enterprise clients with customer analytics, CRM enablement, and applied AI, bringing a practitioner-grounded perspective to his teaching and research.