Gijs Overgoor

I am an Assistant Professor of Marketing at Southern Methodist University Cox School of Business. I develop and validate AI-based measures for unstructured marketing data. My primary substantive areas are advertising and digital platforms, with a specific focus on visual content. A complementary research stream examines platform misinformation and fake-review detection. I use a multi-method approach that combines AI and machine learning with econometrics, surveys and experiments, and neuroscience. I also study AI itself, including its use in marketing and the validity of AI-based annotation and measurement.

Before joining SMU in 2024, I was an Assistant Professor of Marketing at the Rochester Institute of Technology from 2021 to 2023. I received my PhD in Marketing from the University of Amsterdam in 2021 and was a Visiting Scholar at North Carolina State University during my doctoral studies.