Exploring Electives: Professor Klaus Miller’s Artificial Intelligence (AI) in Marketing Course

Having been published in several leading academic and management-oriented journals during his career, Klaus Miller added some notable publications to his list in 2022. Miller, Assistant Professor in Marketing at HEC and Hi!Paris chairholder, focuses his research on “pricing, advertising and customer management issues in the digital economy.”

His January article “How Does the Adoption of Ad Blockers Affect News Consumption” examines the habits of users when interacting with online news websites, revealing that users employing ad blocking software consume significantly more content than those viewing ads whilst browsing. Listen to the Knowledge@HEC podcast episode for more of his conclusions.

Klaus Miller

Miller and five co-researchers also published “The Impact of GDPR on the Online Advertising Market,” a book highlighting the impact of the European General Data Protection Regulation (GDPR) on online advertising and publishing.

Miller’s interests and experience feed his dynamic Elective course on Artificial Intelligence in Marketing in the Paris MBA program, taking students deep into real-world scenarios and giving them an understanding of AI’s role in business today.

In between classes, students participate in Data Camp, an online learning tool. “The tool allowed me to learn at my own pace and helped me to be informed and prepared on the fundamentals of the topics, allowing for better interaction in class,” said Xinchen Shen, who took the class last semester. “During class, Professor Miller elaborated upon the subject to evoke class discussions, where we learned from each other. We also were presented with real user cases that connected the concepts to real world operations and decision making.”

“The AI in Marketing class helped me to better understand AI and the huge opportunities it brings to businesses,” said Harold del Marmol, MBA student. “Working on a project ourselves gave me a deeper technical understanding and clarified the hurdles that can be met when working with data. Although it required focus and motivation, I went from having a very basic – almost non-existent – python knowledge to being able to understand and partially write in R.”