I develop AI methods for adaptive decision-making under uncertainty, especially in high-stakes and regulated settings where learning systems must remain controllable, auditable, safe, and compliant. My work spans reinforcement learning, multi-arm bandits, adaptive experimentation, generative AI, and agentic AI systems.

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.