Noreen Farooqui is a behavioural scientist who specializes in UX content design including chatbot conversational design with artificial intelligence and machine learning. She has worked with world renowned brands including Ford, Kraft, Microsoft, RBC, Dove and the Campaign for Real Beauty, Daimler Chrysler, and more. Her journalism articles have appeared in the Toronto Star, Globe and Mail, USA Today, Toronto Sun, and other publications. In her spare time, she works to improve the conditions of immigrants and refugees. As a University of Toronto mentor, she is recognized for her work annually.