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PhD, Cognitive Science & Artificial Intelligence — Tilburg University
Magister in Education — University of Andes

Alexandra Sierra Rativa

Lecturer and applied researcher working across AI, Extended Reality and learning technology — building evidence-based teaching that connects emerging technology to real classrooms.

Alexandra Sierra Rativa
10+ yrs
Higher education
2,000+
Students taught
100+
Talks & workshops
40+
Countries reached
5+ yrs
Primary & Secondary Education

Teaching & Research Positions

Erasmus University Rotterdam — Lecturer & Researcher 2022–2023

Taught Statistics, International Business, Marketing Analytics and Research Methods; supervised Master's and Pre-Master's projects on AI, VR and consumer behaviour.

Rotterdam Business School — Lecturer, Business Intelligence & Research 2024–2025

Led courses in Business Intelligence, Market Research and data-driven decision making; supervised multidisciplinary projects on sustainability and AI innovation.

Breda University of Applied Sciences — Lecturer, Quantitative & Qualitative Research 2021–2022

Delivered undergraduate teaching in Marketing and Research Methods; supervised applied projects for IKEA, HEMA, Videoland and Accenture.

Secretary of Education District (Colombia) — Technology Teacher 2010–2015

Taught technology, robotics and Computer Science in High School Education; trained teachers and head teachers in the use of technological tools for the classroom.

Selected Publications

Paper titles are kept in their original publication language (English).

Transparency Matters: The Dynamics of Sustainable Marketing in Slow Fashion — Price Versus Production Transparency2024 Global Fashion Management Conference, Milan · Conference paper · Published · View
The Influence of Game Character Appearance on Empathy and Immersion: Virtual Non-Robotic Versus Robotic AnimalsSimulation & Gaming · Journal paper · Published · View
Can Virtual Reality Act as an Affective Machine? The Wild Animal Embodiment Experience and the Importance of AppearanceMIT LINC Conference · Conference paper · Published · View
The Uncanny Valley of the Virtual (Animal) RobotRobotics in Education RIE 2019 — Advances in Intelligent Systems and Computing · Conference paper & book chapter · Published · View
How Can We Teach Educational Robotics to Foster 21st-Century Learning Skills Through PBL, Arduino and S4A?Robotics in Education RIE 2019 — Advances in Intelligent Systems and Computing · Conference paper & book chapter · Published · View
Measuring 21st-Century Learning Skills: A Systematic Review of the Literature on Critical Thinking, Creativity, Collaboration, and Communication Skills TestsCambia Open Science Paper, ResearchGate · Journal paper · Published · View
The Uncanny Valley of Virtual AnimalsComputer Animation and Virtual Worlds · Journal paper · Published · View
Try Walking in My Paws: Is It Possible to Increase Empathy, Immersion, and Perceived Pain in VR Environments by Manipulating Animal Character Appearance?International Journal of Human-Computer Studies · Journal paper · Submitted — under review since Jan 21, 2022
A Mixed-Reality Framework for Conversational Virtual Characters to Foster Empathetic Experiences as a Future AI ApplicationXR Academia, 2022 · Report / chapter · Published · View
The Effectiveness of a Robot Animal as a Virtual InstructorRobotics in Education RIE 2020 — Advances in Intelligent Systems and Computing · Conference paper & book chapter · Published · View
Branding and Google Trends: Software Companies’ Names, the Metaverse, and Virtual RealityFinnish Academy of Marketing Annual Conference 2022 (FAMAC2022), University of Helsinki · Conference paper · Published · View
Literature Review on Eye-Tracking, Virtual Reality Training, and Safety for the BHVR+ ProjectResearch Report — Pure, Breda University of Applied Sciences, July 2022 · Research report · Published
Measuring Emotional Facial Expressions in Students with FaceReader: What Happens if Your Teacher Is Not a Human, but a Virtual Robotic Animal?Robotics in Education RIE 2023 — Advances in Intelligent Systems and Computing · Conference paper & book chapter · Published · View

PhD Thesis & Book

PhD Thesis — Virtual Character Design and Its Potential to Foster Empathy, Immersion, and 21st-Century Learning Skills in Video Games and Virtual Reality SimulationsTilburg University · View
Editor — Research and Experiences in Virtual Reality, Augmented Reality, Mixed Reality, and Artificial Intelligence in Latin America and Europe (Open Science book)XR Academia / Tilburg University Open Press · View

Awards

Best Revolutionary Research in Virtual Reality & Immersive Technology (2021) — “Justin Beaver Stories”Laval Virtual, France · View
Best Research for Business Impact (2023) — “Justin Beaver”Erasmus Research Center · View

XR Academia & Applied Innovation

Founder and director of XR Academia (2022–present), an international education and innovation initiative on AI, XR and applied research, running teacher training, workshops and cross-border co-productions between Colombia and the Netherlands.

XR Academia Conference group photo See more
Justin Beavercito VR — student exploring a climate scenario with animal characters
Case study

Justin Beavercito

A VR climate-education product for schools, teaching climate science through the perspective of animals — combined with a Hope-Based Learning methodology and companion books for grades 5–12.

  • 10 VR levels, available in Spanish, English, Dutch and French
  • Full IA + XR school package with teacher training included
  • Built for Oculus Quest 2/3, licensed per school

Speaking & Media

Invited speaker and juror at international conferences on AI, XR and education, and co-host of the podcast Women: Breaking Boundaries.

AWE — Long Beach, United States Laval Virtual — France UNESCO Digital Learning Week XR Academia Conference Amsterdam Founders Club Female Entrepreneur Export Summit — Utrecht, Netherlands MIT — Boston, United States

Free Introductory Consultation

Book a free first consultation for research services, immersive-technology education, Colombia–Europe co-production, or university partnerships — every Tuesday, 9am–4pm.

Book your free slot