While AI has enormous potential to create new value across multiple industry sectors and rapidly growing ecosystems, it's critical for all key stakeholders (firms, consumers, policymakers) to understand limitations and potential negative effects.

– Yakov Bart, Faculty Leadership Committee Member, EAI

Yakov Bart is an associate professor of marketing, a Thomas E. Moore Faculty Fellow, and a Patrick F. and Helen C. Walsh Research Professor at D’Amore-McKim School of Business. He holds a doctorate and a Master of Science in Business Administration from the University of California at Berkeley, a Scientiae Magister in Operations Research from MIT, and a diploma in mathematics from Moscow State University. Before joining Northeastern University, Yakov was a marketing professor at INSEAD and visiting faculty at the Wharton School of the University of Pennsylvania. 

Yakov has experience doing research, teaching, and consulting work throughout North America, Europe, and Asia. He received funding for his research examining marketing implications of new digital technologies and business models through multiple research awards and grants. It was also presented at numerous academic conferences across the globe and published in leading marketing and management journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, and Harvard Business Review. He won awards for the Best Paper published in Decision Analysis in 2014 and the Journal of Interactive Marketing in 2016.

Yakov received several awards for outstanding teaching in Executive Education programs at INSEAD and teaching excellence at Northeastern University. He has taught undergraduate, MBA, and Ph.D. courses and delivered management training in Bangladesh, France, Russia, Singapore, Taiwan, the UK, and the United States. His pedagogical materials, including an award-winning, bestseller case study on Renova Paper, have been widely used in business education. 

Yakov co-authored a popular digital textbook titled Social Media Marketing: Principles and Strategies and was named one of the world’s top 40 undergraduate business school professors by Poets&Quants in 2017. Yakov is a frequent speaker at international business summits and industry events, including Teradata Analytics Universe and World Knowledge Forum. He worked with such industry leaders as American Express, General Motors, Google, Havas, Intel, Kantar Media, LVMH, Nielsen, NPD Group, Sberbank, and WPP

Focus Areas: Consumer-AI interactions, digital economy and platforms, advertising effectiveness, social media

Awards: Thomas E. Moore Faculty Fellow, and a Patrick F. and Helen C. Walsh Research Professor at D’Amore-McKim School of Business