1.	Web Adaptation and Personalization, Communication Environments Research on Web Adaptation and Personalization Environments and Systems based on desktop and mobile/ wireless technologies.

2.	Human-in-the-loop - User Modelling encompassing Visual, Cognitive and Emotional Processes Research for the establishment of more inclusive/ accurate user models; introducing, and technologically evaluating theories, methodologies and practices derived from the research areas of visual attention processing, social-cognitive processing, attention economy and affective computing.

3.	Adaptive and Intelligently Personalized Interfaces Research on the design and implementation of usable and context-aware progressive intelligent (user) interfaces and mechanisms that enable the transparent, fair, explainable and unbiased personalized access on services and applications.

4.

User Experience and Artificial Intelligence Design and build simplified, qualitative and usable user interfaces, interactions, functionalities and components of products, applications and services based on the UCD process, flexible computational models and methods, and best-of-breed UX tools and guidelines.