Julita Vassileva is a Professor of Computer Science at the University of Saskatchewan. She co-directs the MADMUC lab where graduate students study persuasive and personalization technologies for health, ecommerce, educational and social systems.

Dr. Vassileva’s background is in AI in Education, User Modeling, Multi-Agent Systems, and Social Computing. Her work since 2001 on encouraging participation in “serious” online communites proposed ideas and methods that pioneered the “gamification” trend. Her research on motivation approaches, incentive mechanisms, and trust and reputation management systems, applied in the context of educational and workplace online communities, have resulted in over 250 publications, many of which have been widely cited.