Jorge Serrano Cobos has a bachelor’s degree in Documentation from Universidad de Granada and a PhD in Information and Communication from Universidad de Zaragoza. His doctoral thesis is entitled “Hábitos de recuperación de información en motores de búsqueda sobre lectura, libro y bibliotecas en España (2004-2016)Hábitos de recuperación de información en motores de búsqueda sobre lectura, libro y bibliotecas en España (2004-2016)”. (Information retrieval trends in search engines on reading, books and libraries in Spain [2014-2016].)“. A speaker at national and international conferences, his academic work is based on his professional experience, given that he has been an advisor and consultant in Digital Transformation for more than two decades, having worked in the private sector in various positions (such as director of innovation and senior analyst) in companies such as Metric Salad, Google and Planeta DeAgostini, with diverse types of clients, from SMEs to multinationals, in different countries (Saudi Arabia, Canada, Peru, Australia…). He is currently a lecturer at Universitat Politècnica de València, where he works as director of the master’s in Information Management (MUGI) and teaches classes on the same master’s programme, on the bachelor’s degree in Creative Design and Technology, and on the master’s in Social Media and Corporate Communication at the Gandia campus.