Tilen Pigac is a former property marketplace founder, licensed Hong Kong estate agent, and Senior Lecturer in Marketing at Hong Kong Metropolitan University. He co-founded FIND, an AI-powered property marketplace in Hong Kong, which he later successfully exited, and previously served as Head of Marketing at OPPO. His research focuses on consumer behaviour in AI-mediated markets, particularly how AI shapes trust, decision-making and consumer agency in high-stakes environments. Combining academic research with hands-on experience in technology, marketing and real estate, Tilen examines what consumers actually want from AI and how marketplaces can build experiences people trust, use and value.