Gijs is an Assistant Professor of Marketing at Southern Methodist University's Cox School of Business, where he builds AI-powered solutions for modern marketing problems. His research applies novel machine learning methods, combined with neuroscience and econometrics, to optimize visual content across platforms (e-commerce, social media, TV). He also develops new approaches to detect fake reviews on online platforms. His work provides insights into how consumers process visual information and make purchasing decisions across digital platforms. His research appears in premier outlets including the California Management Review, the International Journal of Research in Marketing, and the Proceedings of the National Academy of Sciences. He holds a PhD from the University of Amsterdam.