Joining the Conference Ambassador Network is a valuable opportunity to promote Birmingham and the West Midlands as a centre of excellence in smart and sustainable manufacturing. My research focuses on digital transformation in industry, including digital twins, AI, and human-robot collaboration. Bringing high-impact conferences to the region not only enhances its global academic profile, but also fosters innovation, industrial engagement, and knowledge exchange. I am proud to support events that showcase our regional strengths and connect researchers, practitioners, and policymakers to shape the future of manufacturing and digital innovation.