LAHORE: (Thursday, May 21, 2026): Punjab University Hailey College of Commerce Lecturer Hafiz Fawad Ali has participated in an internationally recognized academic workshop at Nottingham Trent University. The two-day workshop, titled “Sensory Modes of Knowing: The A-to-Z of Screencast Videography in an AI-powered World,” brought together leading researchers, scholars, and practitioners to explore emerging digital and sensory research methodologies in the era of artificial intelligence. The workshop was convened by Prof Fatema Kawaf, Professor in Digital Marketing and founder of the Screencast Videography methodology, with support from the Academy of Marketing and the Marketing Trust. The workshop training sessions were also facilitated by Prof Michele Girott who contributed as a workshop trainer, bringing international expertise in business and digital research methodologies. Hafiz Fawad Ali attended the prestigious training programme after securing a competitive travel grant awarded by the organizers, an initiative strongly supported by Prof Fatema Kawaf to encourage international academic collaboration and methodological innovation. The workshop focused on advanced qualitative and visual research techniques, highlighting how screencast videography can help researchers capture digital experiences, sensory engagement, emotions, and online behavioral patterns in AI-mediated environments. The event also provided opportunities for collaboration with leading international academics. The participation of a faculty member from HCC in this globally relevant workshop highlights PU’s growing engagement with cutting-edge international research practices and contemporary methodological innovation.