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Sarah

Life coach.
Founder of Inzenity ®.  Neuropsychologist.

 

Dr. Zheng

- and -

Future crime researcher. Human cybersecurity specialist.

All people do is adapt to their perceived circumstances.

Once I fully understood this, I realised perspective is all we need.

From a young age, my parents' takeaway business provided a window into society at large. Everyone struggles in some way. In our case, racism, abuse, poverty and neglect forced me to look deep down inside to overcome my life situation.

The time has come for me to tell my story and help others overcome themselves, too. It inspired me to train as an executive life coach and found Inzenity, alongside my academic research on crime from emerging technologies. Because the best crime prevention is helping people gain perspective.

 

First book pre-orders available now!

"At the end of the day, cybersecurity is about people protecting people. However, the pressures and temptations that shape hackers, defenders, individuals and executives in this field have not received the attention they deserve. With this book, we aim to change that. We condensed years of academic research and operational experience into this book on why people become cybercriminals, how hackers operate, how to manage cyber risk in organisations, the cognitive biases that lead to security breaches, how people fall for social engineering attacks, and a large dose of practical guidance and case studies. This book is for anyone who is interested in this fascinating domain; from seasoned professionals to generally curious minds!"
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- Sarah Y. Zheng
Cover of my first book on the psychological factors of cybersecurity, published with Routledge on 29 August 2025.

Research highlights

A selection of my academic papers on why people fall for online scams and fraud, and what we could do about it:

Essays

My non-peer-reviewed musings on AI, how it relates to human cognition, data-driven technologies and their impact on society.

Organisations I have worked for/with:

At IBM, I developed many AI use cases, minimum viable products, and gained business experience in the public sector.
I built the intellectual foundation for NN's pension market strategy.
As an AI Research Scientist at JPMorgan, I used large language models and machine learning to detect phishing e-mails.
I significantly improved credit card not present fraud detection models, using then state-of-the-art machine learning models.
I was consulted by Chanel as an online scam expert on phishing attacks.
I helped ABN Amro bank develop their pre-LLM customer services chatbot.
I work as a postdoctoral research fellow at University College London on future crime risks.
I developed AI use cases for the Dutch Ministry of Defense.
I have been chairwoman of the local scholars network VSBfonds in The Hague, the Netherlands.
I completed research for the Dutch healthcare quality institute.
During my time at IBM, Unilever was one of my project clients.
During my time at IBM, Heineken was one of my customer services chatbot clients.
I achieved the highest amount of alumni fundraising for my undergraduate university.
I completed research on the economic efficiency of the national Dutch organisation of infrastructure.

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© by Dr Sarah Ying Zheng

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