Aleksandre Zardiashvili (alias Lex Zard) is a legal scholar with expertise in the European Union digital policy regarding surveillance advertising. In 2024, Lex defended his thesis, 'Power & Dignity: The Ends of Online Behavioral Advertising', at Leiden University (the Netherlands), where he also worked as a researcher and a teacher from 2018 to 2024 at eLaw—Center for Law and Digital Technologies. His research primarily addresses the boundaries of influencing humans in the online environment, including through interface design and artificial intelligence (AI) systems. Lex works to understand different forms of influences (i.e. persuasion, manipulation, coercion) and consequent harms. Lex has published several academic papers and has won the EURA Young Scholar award in 2019. In 2019-2023, Lex also assisted in coordinating the Advanced Master's Program in Law and Digital Technologies (LDT), where he gave lectures in several courses.
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