Based in London

Gemma Pullen

A product-focused entrepreneur building technology that helps people live more creative lives, free of friction and boundaries. I draw from my experience in marketing, user experience design, data, and a deep interest in psychology to shape products that put people first.

My Research

I am a recent first class with honours business graduate from the University of Birmingham, who is currently studying Computer Science at Queen Mary University of London, working towards my MSc graduation in September 2026. Disclaimer: this image is AI-generated.

Research

Machine Learning & Music

Classifying EDM Subgenres Using Spotify Audio Features

Investigates whether Spotify audio features can distinguish between closely related EDM subgenres including drum-and-bass, dubstep, garage, house, techno, and trance. Compares multinomial logistic regression and Support Vector Classification using stratified 10-fold cross-validation. The SVC model outperformed logistic regression with 65.5% accuracy, demonstrating that non-linear classifiers better capture the subtle differences between EDM genres.

Machine Learning Music Classification Spotify SVC

2026 · Queen Mary, University of London

Marketing & AI

Redefining Marketing in an AI-Driven World

Explores how generative AI tools like ChatGPT and Microsoft Copilot affect the creativity, strategic decision-making, and job satisfaction of marketing professionals, and the barriers that prevent effective adoption. Based on a qualitative case study of an international technology company, using semi-structured interviews with eight marketers.

Generative AI Marketing Job Satisfaction Creativity

2024/25 · University of Birmingham · Dissertation