Adi is a senior research associate at the University of East Anglia. He is currently working on a research project exploring how people in "left behind communities" can be helped into work or entrepreneurship.

He hold a masters degree in IT, specialising in artificial intelligence and enjoys exploring the edge of organisational behavior.

He also blogs for some of the biggest sites in the industry, including Forbes, the Huffington Post and the BBC, whilst also covering the latest trends on his own website and gives talks.