Wei Lu
Empirical Marketing Researcher in Digital Platforms & Artificial Intelligence | Husband & Dad.
55 Lexington Avenue, New York, NY 10010
I am an Assistant Professor of Marketing at Baruch College, City University of New York (CUNY). I obtained a Ph.D. in Marketing from the Rotman School of Management, University of Toronto, and a Master’s in Economic Theory and Econometrics from the Toulouse School of Economics.
My research lies at the intersection of digital marketing and platform economics. I draw on causal inference, structural modeling, and machine learning to study how platform and algorithm design shape diffusion, engagement, and innovation, and how agentic AI design can align generative AI agents for strategic business applications.
Current projects examine:
- How to design commission structures that incentivize product innovation and entry
- How to design matchmaking algorithms that amplify peer effects and product diffusion
- How to design matchmaking algorithms that balance fairness and user engagement
- How to design aligned large language model agents that act strategically in economic environments
- …and related projects at the intersection of marketing, economics, and AI.
View my latest Curriculum Vitae