Overview

Professor Deighton studies the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He studies, on one hand, how data, particularly data that profiles individuals and depicts their social relationships, is gathered, processed, and applied by firms to acquire and retain customers. On the other hand, he studies how people manage their privacy and its obverse, their identities.