Callum Woods is a senior data scientist at Digitas. After completing his PhD in Psychology with Machine Learning (https://www.nature.com/articles/s41598-022-05095-0) he joined Lloyds Banking Group to work on NLP projects and build ethical AI governance systems. He now specialises in bringing together behavioural methodology and machine learning techniques to better understand and predict customer behaviour. In his spare time, he enjoys cooking, riding motorcycles and climbing.