Guda van Noort is a Full Professor and holds the Chair Persuasion & New Media Technologies at the Amsterdam School of Communication Research ASCoR, University of Amsterdam (UvA). She was the Persuasive Communication Program Director ['21-'23], and currently is the Program Manager Impact in the Department of Communication to develop an impact strategy and Chairs the SSH Digital Citizenship program within the UvA involving four Faculties.

She is also appointed as a Board member of the NWO Social Sciences and Humanities Domain.

Guda is passionate about bridging academic research with stakeholders outside the university. 
Therefore, in addition to her academic position, Guda served as the Director of SWOCC ('15 - '22) - the foundation for scientific research in commercial communication in The Netherlands, bridging academic research with the professional field. Also, she actively takes part in advisory boards.

Her research focuses on the new and unique characteristics of so-called New Media. More specifically, she examines the role of new media characteristics, such as interactivity, personalization, targeting, and algorithms in the persuasion process of (marketing) communications. She focuses on opportunities and challenges, such as consumer harm, and investigates how to empower consumers in a digital society.
Recent research initiatives focus on demystifying algorithmic persuasion.

The question central in her research is 'How to help consumers to make autonomous and informed decisions in a digital and algorithmic-mediated information society?'