Jungeun (June) Lim

I am a Ph.D. candidate in Quantitative Marketing at the Wisconsin School of Business, University of Wisconsin–Madison.

I develop computational methods to understand consumer choice and artificial intelligence in marketing. My research integrates Bayesian modeling, machine learning, computer vision, and generative AI with experimental data and large-scale marketplace data. 

My research spans two interconnected areas.

• Consumer choice: How consumers form perceptions and how those perceptions translate into choices. This work examines branding, product design, design innovation, and sustainable consumption. 

• Artificial intelligence in marketing: Consumer interactions with AI technologies, with recent work examining fairness and bias in multimodal AI systems.

Before joining the Ph.D. program at Wisconsin, I worked as a Senior Consultant at Deloitte, where I developed machine learning pipelines and customer analytics solutions for clients in the automotive, financial services, and insurance industries. This experience continues to motivate my research on computational methods for practical marketing problems.

CV (Updated June 2026)