BIO

Zipei is a PhD candidate at the University of Maryland and will be joining the City University of New York, Baruch College this fall. Her research lies at the intersection of artificial intelligence and customer relationship management (CRM). Her recent paper, “AI for Customer Journeys: A Transformer Approach,” published in the Journal of Marketing Research, applies generative AI to customer journey prediction and multi-touch attribution. She is currently working on integrating marketing mix modeling (MMM) with customer journey–based AI to support firms’ budget allocation decisions.