Dr Sam Martin is a digital sociologist, data artist, creative technologist, and visual data storyteller with a unique practice at the intersection of public health, generative AI, and social insight. She specialises in transforming complex social and scientific datasets into emotionally resonant, visually compelling narratives that inspire reflection and action. With a background spanning academia, policy, and creative consultancy, Sam serves as a Senior Research Fellow at the University of Oxford’s Vaccine Group, and has formerly held roles at the Vaccine Confidence Project (London School of Hygiene & Tropical Medicine) and the Rapid Research And Evaluation Lab (RREAL) at University College London.

Her practice fuses qualitative research, speculative design, and participatory methods. Sam’s AI-assisted imagery has been featured in promotional materials and billboard art for the Cincinnati Opera House, as well as in visual toolkits for international vaccine communication projects. Her data art has explored themes of digital mental health, chronic illness, ageing, and refugee wellbeing. Through projects such as the Visual AI Literacy project (VAIL) and RREAL’s LISTEN Project, she has taught both researchers and marginalised communities how to use generative AI to visualise science, craft activist messages, and reclaim visual narratives.

Sam’s work centres data as material for storytelling—making the invisible visible, the complex relatable, and the future more plural. She brings a deeply intersectional lens to her visual practice, challenging the assumptions embedded in AI imagery and building new pathways for collaborative, culturally grounded data futures.