I develop AI methods, from prediction and generation to reinforcement learning and agentic systems, that make and shape human decisions and govern high-stakes actions under constraints of control, auditability, safety, and regulatory compliance.

I am the Professor of Digital Marketing at Erasmus University Rotterdam. I serve as Associate Editor at Marketing Science, Area Editor at the International Journal of Research in Marketing, and member of the Editorial Review Board at Journal of Marketing Research. My work has been recognized as a finalist for the John Little Award and the INFORMS Society for Marketing Science Long Term Impact Award. I also serve on advisory boards of high-tech startups and have co-founded several university centers and initiatives in applied machine learning, data science, and business analytics at RSM.