My research lies at the intersection of marketing and artificial intelligence (AI), centered on the elicitation and modeling of consumer preferences and choices in an increasingly complex and data-rich world. By bridging core marketing problems with recent advances in AI, my research pushes the boundaries of what we can model and predict about consumer preferences. It aims to deepen our theoretical understanding of how consumers make decisions and to provide novel, actionable, proof-of-concept solutions for firms to adopt. In particular, my research focuses on three areas. First, I investigate how to model consumer preferences with high-dimensional unstructured data, such as images and video. This research stream is becoming increasingly important as consumer behavior data becomes exponentially richer in the modern world. Second, I expand models of heterogeneous consumer preferences. Finally, I develop new generative AI-based methods for marketing research and behavioral research. A common theme in my work is uncovering new knowledge that was previously out of reach due to data or modeling limitations, and reexamining fundamental questions under more realistic assumptions about nuanced consumer decision-making.
