Siham El Kihal is a full professor and head of the Institute for Artificial Intelligence in Marketing Analytics. Prior to joining WU Vienna, Siham was an assistant professor of marketing at the Frankfurt School of Finance & Management and a visiting scholar at MIT Sloan and NYU Stern School of Business.  

Siham’s primary research interests lie at the intersection of artificial intelligence and marketing analytics. She aims to study timely and relevant research questions that are of high relevance for consumers, practitioners, and policy makers. Her work was published in leading international journals in the field (e.g., Journal of Marketing, Marketing Science, Journal of Retailing).  

Siham holds a Ph.D. in Marketing and an MS in Quantitative Economics from Goethe University, an MS in Engineering from Ecole Centrale de Lyon, and an MS in Business Administration with Electrical Engineering from Technical University of Darmstadt.